Marketing Matters with Ashley Brock: Episode #46 Summary
Title: Client WIN: How Zara Saved $4,000 per Month on Outsourcing Fees
Host: Ashley Brock
Guest: Zara Watson Young, Award-Winning Trademark Attorney
Release Date: November 13, 2024
Introduction to Zara Watson Young
In Episode #46 of the Marketing Matters podcast, host Ashley Brock welcomes Zara Watson Young, an award-winning trademark attorney who specializes in protecting female founders and empowering entrepreneurs. Zara co-founded Watson and Young with her husband, Sean, a family-run law firm that has safeguarded over 900 brands globally. The conversation delves into Zara's expertise in trademarking, the challenges of outsourcing advertising, and the strategies she employed to save substantial costs.
The Importance of Building the Right Connections ([00:00] - [03:38])
Ashley begins by highlighting the significance of being in the right environments to foster meaningful connections. She shares how both she and Zara invested substantial amounts to attend events with successful entrepreneurs, emphasizing the unpredictable yet impactful nature of these interactions.
Notable Quote:
Ashley: “How strongly I am about getting in the right room... you never know who you're going to meet and how it's going to impact your future.” [02:02]
Zara echoes this sentiment, stressing the value of surrounding oneself with energetic and successful individuals to create unforeseen opportunities.
Understanding the Necessity of Trademarking ([04:20] - [10:05])
The discussion shifts to the critical role of trademarking in safeguarding a brand. Zara illustrates common misconceptions among business owners who often overlook legal protections, thinking that having an LLC or basic contracts is sufficient.
Notable Quote:
Zara: “Legal is usually the last thing that anyone wants to think about... but if you want to go after anyone who's copying you, the only way to do that is through trademarking.” [04:20]
Zara shares real-world scenarios where businesses faced significant risks due to inadequate trademark protection, including potential lawsuits and costly rebranding efforts. She underscores that without proper trademarks, business owners are vulnerable to intellectual property theft and brand dilution.
Ashley’s Personal Experience and Mutual Support ([07:21] - [13:20])
Ashley reflects on her collaboration with Zara, noting how Zara’s insights into trademarking have been instrumental in her own business operations. Their mutual support exemplifies the podcast’s theme of community and shared growth among entrepreneurs.
Notable Quote:
Ashley: “What you’re doing is it's not required... so you can actually just not pay for it and then have to pay so much on the back end.” [10:23]
This highlights the preventative nature of trademarking akin to insurance—an investment that mitigates future risks and expenses.
Transitioning from Outsourcing to In-House Expertise ([11:35] - [19:14])
A significant portion of the episode focuses on the financial and strategic benefits of managing advertising in-house versus outsourcing. Ashley recounts how Zara initially spent approximately $4,000 monthly on outsourced ads without seeing proportional returns. This recurring expense amounted to nearly half a million dollars over a decade, highlighting the unsustainable nature of such outsourcing.
Notable Quote:
Ashley: “When you outsource your advertising, it cuts into your revenue. When you don't advertise, it costs you revenue. And when you know how to advertise yourself, it creates revenue.” [10:23]
Zara shares her transformative journey from relying on expensive agencies to mastering Google and Meta Ads herself. By understanding key aspects like keyword targeting and negative keywords, she significantly reduced costs while enhancing ad effectiveness.
Notable Quote:
Zara: “It's amazing that I could start bidding so low... in New York, it's a very competitive legal market.” [24:51]
This transition not only saved her substantial amounts but also empowered her to take control of her marketing strategies, ensuring better alignment with her business goals.
The Value of Continuous Learning and Networking ([22:49] - [24:35])
Ashley and Zara discuss the perpetual nature of learning in business. They emphasize that no matter the stage of one's business, continuous education and networking are vital for sustained growth and adaptation.
Notable Quote:
Zara: “It's never too early to start and just have a curious mind, right? Learning. You want to just put as much information as you can into your mind...” [22:58]
Ashley reinforces this by comparing curiosity to a driving force that propels entrepreneurs forward, debunking the notion that experience alone suffices.
Practical Insights into Advertising Strategies ([24:51] - [27:40])
The conversation delves deeper into specific advertising strategies, such as low-budget bidding on Google Ads and the implementation of negative keywords to refine target audiences. Zara explains how starting with minimal bids allows for data collection and gradual scaling, avoiding the pitfalls of overspending without insights.
Notable Quote:
Ashley: “It's intentional, like, why we start that way... you can start there and get some data and then scale.” [25:47]
Zara shares her success in acquiring the right clientele at reduced costs, showcasing the effectiveness of informed, strategic advertising over generic, high-budget approaches.
Conclusion and Call to Action ([27:40] - [28:32])
Ashley wraps up the episode by encouraging listeners to attend the Power of Paid Ad Summit, where Zara will be present with a VIP platinum ticket. This event promises valuable networking opportunities and deeper insights into effective advertising and trademark strategies.
Notable Quote:
Zara: “You are helping people become findable, and we're helping you protect that visibility.” [28:17]
Ashley expresses gratitude for Zara’s contributions and underscores the mutual benefits of their collaboration, reiterating the podcast's mission to enhance entrepreneurs' marketing prowess.
Key Takeaways
- Trademarking is Essential: Properly securing trademarks is foundational for protecting a brand and mitigating legal risks.
- In-House Advertising Mastery: Developing in-house expertise in advertising can lead to significant cost savings and better-targeted marketing efforts.
- Continuous Learning and Networking: Entrepreneurs should prioritize ongoing education and strategic networking to stay ahead in their industries.
- Strategic Advertising Practices: Utilizing techniques like low-budget bidding and negative keywords can enhance ad efficiency and effectiveness.
- Community and Collaboration: Building relationships with experts and peers fosters a supportive environment for business growth and innovation.
For more insights and to connect with Zara Watson Young, visit her profile and consider attending the Power of Paid Ad Summit for an immersive learning experience.