Introduction to Mistakes Show

Speaker 1 0:00

The show is all about mistakes. What's a mistake from your career that keeps you up at night? What have you thought? What mistake have you made that you've had to reflect on? That's what we like to hear, so I wonder if you had any.

Storm and Technical Difficulties

Speaker 2 0:13

Well, I've definitely made a few, but there's like one recent mistake that comes to mind. So in my own agency, we do a lot of influencer marketing for our clients. Basically, we help them find local influencers and um basically expand their audience by by amplifying that through other other existing channels. So it's something that we were brainstorming internally like how could we do this uh for our own brand? And so we basically started looking at marketing newsletters, marketing uh channels and seeing how we could do some influencer collaboration, and we ended up deciding to go with a really big influencer in our field and we decided the best way to do that would be to do a joint webinar with this person and we basically invited them to be on a webinar and we promoted through his newsletter, through his LinkedIn channel, his other social media channels. For us, linkedin is our, is our kind of focus channel for for our own marketing, um.

Speaker 2 1:09

There's a lot of things I learned in this process, which is, um, maybe I shouldn't have gone so big on the, on the, because basically we did we hadn't been doing webinars before this we decided to launch the webinar for the purpose of of doing this influencer collaboration. So we did. We did decide to do a couple of smaller webinars before that, but really like there were some things that the level of promotion we did for the webinar with this influencer was bigger than anything we had ever done before and we were doing a lot of things for the first time, and then, on top of that, the webinar ended up ended up basically happening on like the worst possible day for me. I actually live, even though our agency is based in madrid. I live in malaga, which is in the south of spain, um, and we had these really bad storms and it was uh, like there was flooding and it was like on the international news and everything it was shocking the cars floating down the street, wasn't it?

Speaker 2 1:59

yeah that it didn't. That was in valencia, where the cars were floating down the street, but we also had bad. We had flooding here, um, not on the same level, but yeah, but still it was um, like schools were closed, like it was a not the best moment to be having like a high stakes webinar, um, and also, well, we also had a technical difficulty which was, um, we, when we had done the test webinars, we were only two people on the webinar, but because this webinar was going to have, uh, me and like two other guests on it, one of them being the influencer um we like didn't have the seat to have someone else from my team who was supposed to be the one like doing all the logistical things.

Speaker 2 2:37

So that was like, oh, no problem, I'll just do the logistical things for them. This webinar stuff only had three seats for people to be like admin-y in the webinar. So, as you know, things can go wrong when you're kind of like relying on these tools. And basically it came time for the webinar and we also had agreed with this webinar that we could repurpose all the content from this. So that was like included in his price, which was like a big investment for us as like not a huge company, right? You know, we have the webinar. We actually had over 1,000 signups, 350 or so people joined live, so for us it was a really good result.

The Recording That Never Was

Speaker 2 3:13

Only problem was that I didn't hit record on the webinar and we had promised all the webinar signups that if you couldn't join live, we were going to send the recording. Of course we couldn't do that. We couldn't repurpose all the content for social media, which we had paid for the right to do that. So I finished the webinar. I was like, oh my God, like my internet didn't go out because obviously it was like storming outside. The storm didn't like my, my electricity didn't go out or anything. I think my electricity did go out, like an hour later, um, but it didn't go out during the webinar. It all went fine. I finished, I'm like okay, just need to send the recording to my colleague so she can upload it. And oh like, there's no recording.

Speaker 1 3:52

and just I was just like, oh, my god, I just felt like complete shit so will, and I do loads of webinars and we've got some new webinar software we're using next month. So my first question is what? What? What platform was it that you were using?

Speaker 2 4:07

yeah, the platform is get response um which has, like this, webinar features like built it. It's like a marketing automation platform that has webinars like built into it, and that was like one reason we chose the software, although there was lots of deliberation on which software we should use. I don't know if we made the right choice, but now we're like all in on GetResponse, so we're sticking with it for the moment.

Resolution and Second Attempt

Speaker 1 4:27

Yeah, yeah, that's what happens when you use webinar software. Well, that story gave me heart palpitations, because everything that could have gone wrong did go wrong, and you can't exactly ask this big ticket influencer to re-record the session with you, can you?

Speaker 2 4:39

well, we did we did ask him like, please, please, would you re-record the session? He was like, yeah, sure, if you pay my fee again. But then, um, he ended up coming around and like giving us a discount on the fee, considering it was going to be exactly the same content a second time. That was a big deliberation, like, what do we do? Because we don't get the asset out of this? We wanted to use it to repurpose for lots of different things and also we just felt like we couldn't make good on our promise for these thousand people who had signed up. So we decided to just, yeah, just do it again. We did it again like three weeks later, and then we sent the recording of the second webinar to to everyone. But, yeah, it's expensive mistake for us.