Building the Marketing Muscle
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Check out Christine’s company: redheadmedia.com
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You can contact Christine: Christine@redheadmedia.com
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In this episode:
What is the most important aspect of your marketing campaign? Awareness.
Your audience insight will prove to be one of the most critical and prominent elements of your success. But to do that, you need to make sure you are getting it in front of the right people.
Entrepreneur and advertising expert, Christine Baldwin has been immersed in the marketing industry for over 17 years. Her job is to help new entrepreneurs hone their message and employ techniques of media buying to make sure it is being shared to the people who care.
At the end of the day, marketing is about sharing your passion. It's about communication to niche target audiences.
It’s not business to consumer, or business to business, it’s people to people.
TOPICS DISCUSSED:
Christine’s Background (2:13)
Media Buying (4:49)
Selecting the Right Tools (9:01)
Polygonning (13:12)
Using New Technology for Clientele (20:37)
How Affordable? (23:22)
Budget for Small Businesses (25:53)
How to Support Host and Guest (29:10)
Special Offer (33:10)
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Max Gerson (00:00):
Welcome to Branding For The Rest Of Us, the Brand Wolfe podcast that delivers big ideas to small businesses. Today on the show, we're gonna have a discussion with my friend, Christine Baldwin. She's the founder of Redhead Media. She's bold. She's a pro. She's been in the marketing game for over 17 years, Christine and I connect on many things like risk taking and motor sports, but here's the reason that she's really on the show. When I first met Christine, she schooled me on the type of technology that she uses at Redhead Media. I was startled. I was stunned because I'm just a marketing nerd. But the other part is that if you're a quote unquote normal person, the technology that is used today feels a little clandestine. It's starting to feel a little bit scary and you know, for us that's fun and exciting and valuable. So thank you for joining us today on the Brand Wolfe podcast. And if you're listening today, I hope that you're curious about what is possible in the world of marketing. I hope that you want to hear stories from industry experts that care about sharing their wisdom with you. And I hope that you're here for clarity and insight on how branding and marketing can take your business, where it deserves to go. So without further ado, Christine, welcome to the Brand Wolfe podcast.
Christine Baldwin (01:24):
Thank you very much. It's a pleasure to be here.
Max Gerson (01:27):
This is another quarantine edition podcast, and normally we're on the other side of the country from one another, right? Your practice is in New England. Our practice is in Colorado, but today we're actually on the same side of the map.
Christine Baldwin (01:42):
We are both in New England, safe in the nice sunny, warm days. It's awesome.
Max Gerson (01:47):
Christine, I think like many of us, you were an entrepreneur. You had optics on what it meant to own your own business. And we know how important that is as an entrepreneur, you have to see someone else do it before you can do it. So talk to me a little bit about what it was like growing up in a household where your parents were entrepreneurs and maybe tell us a story about something you did for the business as a kid.
Christine Baldwin (02:14):
Yeah, I mean, I was fortunate enough to grow up in a household with my parents. My dad, you know, immigrated from Canada and one of 13 children <laugh>. So he was kicked outta the house pretty quick when he was a young guy. So he was very entrepreneurial, you know, worked around the country and then made his way to Vermont and, you know, worked for a couple of people over the years. And then finally went out on his own and did home building like a custom home building since I was a really young girl and my parents, you know, my mom did all the books, you know, was just a homegrown business. Every, you know, we'd have clients in the home at night and they'd be looking over plans and blueprints and deciding on kitchen formats. And so I was just sit at the table with my parents since I was a little girl and learn how to run a business and learn how to deal with clients and answer the phone for them, you know, like, hello, this is blah, blah, blah builders.
Christine Baldwin (03:07):
How can I help you? And they would be like, oh, hi, is your parents home? Like, Nope, but I'd be happy to take a message <laugh> so it was fun to interact and see how clients and my parents, you know, they had their own custom building company. And it was not a lot of homes like four or five a year. Maybe if we were lucky and really small group, you know, my dad had like three or four workers. That was it. So I really knew the ins and outs of a business to help my mom with the books. So it was, it was fun. It was interesting. I ended up getting babysitting jobs <laugh> from it after I was like 10 or 12, all of a sudden the clients were like, does your daughter babysit? And we're like, sure. Cause you know, they'd see me in the house.
Christine Baldwin (03:45):
And they're like, well, I, I have three kids. Do you mind babysitting? I'm like, Nope, that's how I ended up starting my own babysitting company at the same time. It was a great experience. I think my parents, you know, kind of taught me how to be self, you know, self-contained and independent and you know, just do your work and be a hard worker and you'll succeed. So I definitely appreciate everything that they've taught me over the years. So it's been a good experience. And, and two of my brothers are also entrepreneurs. They own their own architectural firm. So they also had the bug and are on their own as well. <Laugh> so it's, it's fun to see them run a business. Well, it's an interesting thing.
Max Gerson (04:21):
So that's interesting. I, I certainly did not realize that your father was one of 13 children and both of your other brothers are also entrepreneurs. So when you have access and optics to growing up around a business, taking a leap and becoming an entrepreneur, really isn't that scary, right?
Christine Baldwin (04:41):
Not really. Yeah. It wasn't as bad as I thought it would be. <Laugh>
Max Gerson (04:45):
And you've, you've had a lot of agency experience, right? You've, you've worked in different aspects of the marketing industry, but it took something from someone else to push you into kind of a media buying role. Is that right?
Christine Baldwin (04:59):
I mean, I moved to Boston. I worked in an agency in Vermont for a few years and, and a friend of mine said, go to Boston, really learn advertising, really learn agency business. I managed to get, I worked for a design firm. I worked for a magazine. I worked at a TV station. So I really was able to gather all that information on how the world of advertising worked, how marketing worked and working with clients from just in different perspectives, which is wonderful. And then I got myself, my, the guy at the TV station was like, you belong in media buying. You really think like that. And he got me into my first agency, cuz I didn't know anybody in Boston. I was, you know, who knows who, who knew anybody? I was a small town girl in Boston. I knew nobody. So he got me into an agency and media buying became like my passion because I love the audience.
Christine Baldwin (05:47):
Part of it, the structure, the, you know, the deadlines, the timing, the really the strategy to it is really my forte. I'm not creative, I'm an okay writer, but it's really not in the, in the world of marketing and advertising that really spoke to my personality and my type, a very meticulous analytical version of my brain. He just said, this is what you need to do. And I was able to work for a couple different agencies as well as a direct marketing firm. So I learned direct mail as well, but then that wasn't quite what I was looking for. And those weren't no, unfortunately unfortunate situations led me to go out on my own. So I decided, you know what, I'm tired of working for people and I'm gonna give it a try. My husband has always been a huge supporter of mine and he's like, you know what, go for it. And he bought a computer and we made it, got a couple partnerships for agencies and said, let's do it. And it's been 17, almost 18 years since we started in 2003 and I've gone through a couple recessions and a couple of dips in the economy and my clients have been very loyal over the years. So it's, I've been very fortunate, which is great.
Max Gerson (06:52):
Awesome. You're talking about media buying and you, and I know what media buying is, right. But how can you explain to my seven year old daughter, what media buying is?
Christine Baldwin (07:03):
Yeah. Media buying is a unique part of the business. A lot of people don't understand that somebody has to really purchase the space, either a billboard or a space in a magazine, or how does that TV spot get on that show? Like why is there a TV spot during jeopardy who put that there? And a lot of people don't understand how it gets, you know, they understand how creativity is made and what it looks like. And they can see a TV spot, but they really don't know that somebody actually has to negotiate that space and request it and work with, you know, a TV station or a radio station and say, Hey, I'd like that spot. I'm gonna buy it. How much is it for, this is my client perspective. So really my job is to make sure that your creative is getting to the, in front of the right people in the right audience. So that's how I kind of explain it to people who don't understand my part of it. Everybody knows who a graphic designer does or a writer does in our business. But my job is probably the most important if it doesn't get in front of the right people, there's no point in doing great creative. So the key part of it is, and if you don't understand who your audience is and then I can't get it in front of them to make sure that they see it and interact with it. So,
Max Gerson (08:11):
Okay. So Christine is talking to us about media buying. And if you don't know what that means, this is kind of the last step before you get to consume the ad on a TV show, a podcast, a popup, right? You have a, a brand, you have a business, you've spent time to create a 32nd video spot. You've worked with the, the creative agency. You've got the video, but now it needs to go somewhere. It needs to go into a commercial spot on television, but how much does that cost? When will it air, who's going to see it. How do we know that two, the five, the 10, the 20, the 50, the a hundred thousand dollars that you're going to spend is going to do the right thing. Is that right?
Christine Baldwin (09:03):
It is. Yeah. My job is to really put it in front of the right people. So understanding, you know, who your audience is, is it women? Is it men? Is it a certain household income? And there's, there's measuring tools out there that help me, you know, to guide like radio stations, like, okay, I'm looking for this particular age group or this demographic that can, you can select based on their content. So, you know, or podcasts, like, are you looking for women who are in their thirties? Well, this is the great pod podcast for them. There are tools that help us guide selecting the right media for you. Is it, you know, more digital versus more TV and really measuring consumption by consumers? It has definitely shifted over the years, especially in the past 20 years. I mean, 20 years ago, there was no Facebook, no social media, barely any digital.
Christine Baldwin (09:47):
And now most of our day is digital. So measuring that and finding your right audiences in the different media that we can use has shifted dramatically. So what I did 10 years ago in magazines, now I'm doing it digitally. So really my job is to hone in on who your audience is, how we want them to engage with you. Is it through a video or is it through a print ad or whatever it is, and find those people and put that in front of them. So is it, you know, what are the best channels to reach your people? And a lot of times the budget does dictate how many channels we can use or how long we can run. Because at the end of the day, things are expensive. <Laugh> advertising can get expensive very quickly, and it's just being really strategic about it and saying, okay, here's the best bang for our buck?
Christine Baldwin (10:32):
Here's the geography we need to reach. Here are the people we need to reach and being very honed in on what we need, who we need to find. So a lot of times there's a lot of factors and variables involved with my job and knowing as many of those variables is ideal. So why are we trying to reach them who they are, when they need to be in the market? What do we expect 'em to do and really kind of following up on what, what channels are the best to reach them? So at the end of the day, you know, my job is to really select the right media. That will be ideal for finding your customer and having them go to a website, go to a store and find your product, go online and find your product. So there's a lot of different factors involved and it's not an easy job <laugh> and we have to take all those variables into account.
Christine Baldwin (11:20):
And at the end of the day, my job is to problem solve and figure out that puzzle and give you my best recommendation to finding your audience and why and what we're gonna have them do. And making sure that where we send them is the right place too. Is your landing page, correct? Is your website functioning? Not just sending 'em to, oh, here's our video, but at the end of the day, if we don't send 'em to a location that's really proper and functioning where they can get your product, then there's really no point as well. So really making sure the whole process is in place before we do launch a campaign, it's a lot of steps involved to it, but it's very precise and it's, there's a process to it that you have to think about the technology now for digital has definitely changed the way we look at things and we'll get into that more detail, but the mindset is still the same. It's still a problem to be solved for me, for our client.
Max Gerson (12:09):
Christine, thanks for that answer. And also, thanks for putting up with me. You guys at home didn't hear it, but halfway through that last answer, I had to get up and turn the fan back on because it is 90 degrees with 90% humidity, New England. And I was literally about to pass out. <Laugh> welcome back to the Brand Wolfe podcast. Today. We have Christine Baldwin of Redhead Media on the show, and she's talking to us really about why marketing's really, really hard. It's hard because you have to know your audience. It's hard because you have to know where they are. And once you find them, you have to be able to put the right message in front of them so that you can get people to do something it's really hard. For the most part. What we tell people is that you have to treat your audience like sheep. You have to really give them something to do and tell them over and over and over and over again. Marketing's hard, but the industry's come a long way. You know, Christine's been in the game, she's really a pro she understands print. She understands billboards, but today she understands a new technology and it's kind of crazy. Christine, can you talk to us a little bit about polygon?
Christine Baldwin (13:23):
It's been around for a little while, and there's a particular vendor that I work with now. And I've been working with for the past two years that has really taken digital technology to the next level. What we call geofencing five, 10 years ago and was all the rage. And everybody was doing, it has really evolved into what's called polygon or mobile based location services. So really what we can do is with this digital platform, it's really a multi-level approach to finding your audiences. And sometimes polygon is not applicable. Like I'm working on a project right now where it's not applicable, but most, most of the time it can apply to what we're doing. So when we create a digital buy, it's really honing in on who exactly your audience is. What do they do every day? How do they interact with the world? What's their household income?
Christine Baldwin (14:11):
Do they have children? Do they go to whole foods? Like what do they really look like? Are they active lifestyle people? Do they go hiking and kayaking? Really what's their passion and why do we wanna talk to them? So this technology can be applied to any type of client. Really. I have a range of clients like 20 clients that have in different industries and we've applied this technology to all of them in varying degrees. So first of all is creating their behavioral target or their audience profile, maybe for a private school. It's parents with children in age seven to 12 with household income, over 150,000 who have an interest in private schools, especially now with COVID finding a safer environment for their children in a smaller school environment in certain geographies and have interest in, you know, their active lifestyle type of parents or their volunteers.
Christine Baldwin (15:00):
So really getting a sense of who those people are. We can create an audience profile through data so we can get different data points. And basically data is all collected from all of the activities that you do. And in day, so you do your mortgage, your car, your insurance, your car payments, your activity at whole foods, everything is monitored through your credit cards and through your day to day activities, your online purchasing. So we can take collectively the world already has that data. What we can do is really tap into it, create a profile and really target those people specifically for what they look like. So we know that they have children in the household. We know that their household income is a certain level and may, they may even have a dog in the house who knows, so we can profile that closely. So that's level one, it's called behavioral targeting.
Christine Baldwin (15:47):
The second part is called mobile based or device ID. What we can do is find your audiences at the locations that they've been in the past. So maybe your parent or your child you know, the parents of somebody who wants to go to a private school, they go to Whole Foods or they go to the theater or they go to the symphony. We can actually get your cell phone information and target you by where you have been as well. So every cell phone has what's called a device ID or a social security number. And so if you've been to Whole Foods in the past three months or six months, I can actually put a footprint around any particular location in the country and grab that cell phone. We don't know specifically who you are. We don't know you're Jane Smith. We just know that you've been in Whole foods in the past three months or over a specific day.
Christine Baldwin (16:35):
And we can grab your cell phone and say, this is our ideal audience. This is what they look like. We wanna serve ads to these type of people because we know their parents with children. So we can do any type of building or any type of environment. Then we put a, literally a three foot barrier around a particular building. So we can do the symphony orchestra in Boston. We can do any type of whole foods in any locations, we can do high schools, you can do movie theaters or anything you want. You can do festivals at Gillette stadium and like Taylor swift concerts. So you just, you can either do a single day or career fair. You can go back in time, a full year and grab cell phones from a particular timeframe and or location. So we just create a gigantic polygon list of like, here's all the locations we think our people have been in the past, and we can go back and grab those cell phones from those areas and serve them ads moving forward. That's the quick version of it. <Laugh>
Max Gerson (17:33):
Okay. So you're talking about mobile targeting. You're talking about device ID. Was there a third layer, cuz I wanna go back to device ID cuz that is the, the crazy part of the crazy for
Christine Baldwin (17:43):
Me. Yeah. Device ID and mobile based location services is the same thing. So it's all the polygon. We nickname it polygon, cuz it's just easier for the clients to understand instead of mobile based location services, <laugh> at the end of the day, those are all the same things. So that's the second layer of a buy that you can do. So anything it's, anything is the layer of polygon is really capturing where your people have been. We can do previous concert locations, all that stuff. Where have, where have your people been? And we tend to get a lot higher click rates because we know these people have certain behaviors or we've kind of profiled them to be these type of people. Whether they go to concerts frequently, we know where they've been and we can now extrapolate that. We want to see them in this particular thing as well.
Christine Baldwin (18:29):
So that's the kind of the second layer of a polygon of the digital technology. So we've got behavioral targeting polygons, and then you can also take those profiles and do on variety of platforms like Spotify. We can do pre-roll video. We can do connected TV now. So even we take the information from your device ID and we can actually track you at home and match up your cell phone to your laptop, to your tablet and also to your TV now so that all your devices are connected and we can serve ads on all of those devices together. So that now if you have a video, we can show your video on a mobile device for somebody, for a kid in the house, we can do it on their laptop, through their desktop. And then we can also put it on Hulu and Roku and all the other connected TD streaming services so that you get a full experience of that ad. And you're building up your frequency within a household. We can actually target by somebody who's head of household versus not versus like a student if we're trying to do college students. So it's really connecting all of the pieces and multi-serve people through the various platforms and connecting their devices also. So that's hugely important. So that's so this really taking the toys.
Max Gerson (19:47):
Yeah. Right. I mean, I wanna run this back to you and, and make sure I'm interpreting this properly and please reality check me here. But so let's say you're trying to sell into dentists. We all know that dentists are really hard to get a hold of cuz everyone's trying to talk to a dentist, sell into a dentist. So you can go back in this theoretical time machine. And there was a dentist convention, downtown Denver. You had a dentist from all over the country who are here. You can identify that those people were there. Then fast forward to where they are today. You can know where they are, where their phone is located, where their TV is located so that you can serve and add to the dentist on their phone, on their television and anywhere they go online.
Christine Baldwin (20:39):
Correct.
Max Gerson (20:40):
Wow.
Christine Baldwin (20:40):
For dentists, you can actually, if you have a, a licensed dentist list, like if they're, you have to be licensed in a state to be a dentist, if you have a direct mail list, I can actually ingest that direct mail list of names, of licensed dentists in a state of Colorado. I can ingest it into the system with their, with their postal address. I can poly on their homes and then I can take it from there and, and serve them ads on their mobile and their laptop and their connected TV. So we can also utilize direct mail lists or an existing database or people who have previously inquired about information for your place. If you have a postal address, now I can use that ingested into polygon it up, polygon that particular home or location where they are or even their office. And I can serve the ads through that.
Christine Baldwin (21:30):
So also with a dentists office, we can differentiate. If you have a list of locations of like say there's a thousand dentists office in Colorado, if you have a list of all of those locations and on street addresses, we can polygon all of their offices and know differentiate between a dental PR you know, like a, not just a hygienist, but a like a dental owner kind of thing, like part of the practice because of the number of hours that they spend in the practice. So we can differentiate a location and say, okay, we know that we're gonna eliminate all the people who are there less than two to three hours in a day, because those are probably patients. We just know that people are there more than 30 hours a week are probably either owners, the dentist themselves who are owning the business or their dental hygienists.
Christine Baldwin (22:16):
And we can target by those employees in the location versus a patient. So there's multiple ways we can strategically find your audiences. It's really, and I can act, I mean, I, we can pull it all together and multilayer those approaches. So I can behavioral target a dentist by his title. And then he's a licensed dentist. I can polygon his home and, or his dental practice. And then ultimately we can obviously use a direct mail list to follow him as well. So there's multiple layers of finding him and then we can use those various devices to reach him. So it's different types of approaches. It's fairly interesting. <Laugh>
Max Gerson (22:58):
So if you know who your audience is, which can often be the biggest challenge for a lot of small businesses, understanding who your buyers are, right. But if you know who your buyers are, Christine can polygon them and serve them, your ads in their home, on their phone, on their computer, on their television, in their car. So I just have to guess that this costs literally millions of dollars and nobody can afford it. Is that true?
Christine Baldwin (23:26):
Nope. This is very affordable component. So it starts at about 3,500 to 4,000 per month, but the more toys as we call it, or more tools that we use and add onto it, the more it expensive it does get. So, you know, we have behavioral targeting and polygon and we always start with those two and then retargeting, of course. So those start in the 3,500 to 4,000 range per month just for the technology part of it. And if you add on like connected TV and video and audio, you know, it goes up in increments, but really what we do as part of our service is really make the audience profile and tell you what the scale is in your area. So we may be just going after you know, specific people in Denver or in Boston. And we can actually input all of the information and say, okay, these are the people we're looking for.
Christine Baldwin (24:14):
This is the number of polygons we have. This is our scale. We ingested into the system and the vendor actually tells me, okay, there's only $6,000 worth of media that we can serve to them. Cuz this is how big your audience is. It's a little bit smaller or honestly we could, some of them, we have a huge audience and there's a lot more people than we thought. And it could be $20,000 a month. We really don't know. But what we do is provide the service of telling you, look, here's all the parameters, here's your geography. Here's, here's how big your lists are in your number of locations. Here's how big, what you think your audience is and how much it's gonna cost you. So we don't move forward until, and you may be like, Hey, I've only got $10,000 a month. That's fine. Let's start off.
Christine Baldwin (24:56):
Let's do a test, let's get it into market. Or what we do is narrow down and prioritize the, the tools that we can use instead of doing, we may get rid of audio. We may get rid of the video part or connected TV for right now, but we can always add those in if things are going successfully. So it's really flexible platform if based on your budget. So don't feel like, oh, I can never, you know, afford it. It's we really work with very limited budgets to do this and prioritize what we think are the best tools to use in market, based on your audiences and how we think we can best effectively reach them. So it's really up to us to tell you, okay, this is how much you could possibly spend a month, but we can start out at a lower level to get you in market, get you out there. And we can always turn off video and put something else on too. So it's, we're very flexible in that, in them, in that way.
Max Gerson (25:44):
Okay. So what we're talking about is a marketing solution for companies that are spending 50 to a hundred thousand dollars a year or more on tactical marketing solutions. Is that right?
Christine Baldwin (25:55):
Correct. Yep.
Max Gerson (25:57):
Cool. Absolutely. And again, I'm just blown away that this is even an option and it's predicated for me, I think just on the fact that the internet knows a lot about us and there's just nothing we can do to stop that the toothpaste is not going back in the tube. And as a consumer, it does feel scary. Like it, it's scary to know how much Facebook knows about me, but if you're a small business owner, this is an opportunity. This is a door to open. It's far less scary when you're excited about your marketing, because this is all just opportunity. And I think really what Christine and redhead does is they do a really good job of helping you figure out which door to open, to put your content in front of your right people. Now, Christine, there's a lot of people listening to this podcast that do not have a five and six figure budget. What can we tell any business owner with a small budget about how to market their business? I mean, you've been in the game, you know, Redhead Media is over 17 years old. You worked for other agencies before that. You've seen a lot. What do business owners need to know about maybe not even how to win, but how to not die, how to not perish with their marketing budget.
Christine Baldwin (27:17):
To me, everything is about knowing your customer, what they're really looking for for products, how you can help them and solve their problems. At the end of the day, most people on the internet are just looking for like, how do I find a solution to my problem for today? And everything is so instant gratification now. So if you can honestly solve a problem for your client or your customer, that's the ideal thing now. So really what we need to do is make sure you're in the right space at the right time, at the right place so that they can be like, oh, this is what I've been looking for, you know, for a product or a service or whatever you're offering. So really getting in front of your, your right audience is he, so that's why the more I know about who you're really reached, trying to reach is super important and really know who you're, who you wanna speak to and who your, your sweet spot audience is. Because at the end of the day, if you were just wondering who your people are, I would really find a way to, to get more information about them and, and how you can better serve them because it's only gonna benefit you in the end. Honestly. So,
Max Gerson (28:22):
So the, the lesson is you have to know your audience. Like marketing's hard, it's hard for small businesses. If you don't have a big budget, if you don't have a lot of things. So before you pull out your wallet and you start spending money with anybody, you have to do what my friend, Brandon and optimal marketing, he and I were just on a call. We were talking about RCS, real company stuff. And part of the RCS is knowing who your audience is, right? You can't do much without that. And if you are the type of business that knows who your audience is, if you are the type of brand that has great stuff, you're just not sure how to connect your content to your people. Christine and the team at redhead media are here to help you, Christine, where can people find you? Where can people find redhead media today?
Christine Baldwin (29:16):
My website is Redhead Media.com. My email is Christine@redheadmedia.com. Super easy to find. I kept my 6 1 7 number even though I'm in the Vermont area. Now I'm happy to chat with you. I work with a lot of small clients that, you know, Hey, I've only got $25,000. I've only got 40 grand. What can I do? I'm happy to help you just even guide you of like, what's the strategy for starting, you know, getting out to reach your audience. I've always worked with small companies. That was always my goal. When I went out on my own is to not work for these big conglomerates. And I could have worked at a really big agency and, and worked for Dunkin donuts and all that stuff. But I really wanted to help small colleges, you know, smaller hospitals that don't have a lot of resources, you know, nonprofits, hospice companies really, you know, help them really hone in on who they need to reach and making sure their marketing is super effective.
Christine Baldwin (30:10):
Because a lot of my clients are very geo focused. They just have like their students or their clients only come from a certain geography. And really the technology that's evolved in the past five years really allows us to fine tune and hyper target to very specific people. I mean, it's, it's amazing just, and as an example, like I work with a community college and we can target by various ethnicities and diversity groups, first-gen college students career changers. Like we can find all of these people now and really say, Hey, college is available to you. Like it's, it's great. Cuz I feel like I'm helping people find, find a solution for finding a college or finding hospice services for their parents. You know, I'm always been a person who wanted to help people and if media and marketing is my way to help people and get services for what they need for their, for their parents or for their children or for, you know, a smaller hospital or whatever it is, that's always where I've always placed my heart and, and, and important to me.
Christine Baldwin (31:12):
I don't, I don't really work for big conglomerates and all that kind of fun stuff. I work for really small companies with small budgets and I make every dollar work for them. So it's really I'm bang for the buck kind of girl, very conservative with how we spend money. You know, I worked with a small hospice company and she was embarrassed. She's like, I've only got like $40,000. I'm like, well let's make it work. And we changed up our entire strategy, made it super geo focused. And the next year the CEO was so impressed. She's like, well, I'll give you $80,000 this year. I'm like, okay, great. So what we did is expand it to the next level and we just increased our frequency a little bit more and tried a new media on top of it. So we just kept layering things on that were super important.
Christine Baldwin (31:51):
So that's the, I mean, you know, and now they went up to over a hundred thousand dollars in a budget. So really I'm happy to work with you on a smaller scale and really grow it and make sure that it works for you and fine tuning your audience. So I don't wanna, you know, I'm, I'm kind of the queen of the small budget. Like I love to figure out it's, it's harder to spend a small budget than it is a huge budget because you have to be very strategic. Every dollar for a client counts. They can't just throw away a hundred thousand dollars and go, oh, well, whatever, you know, we're not a big soda company or whatever it is. A hundred thousand dollars is like my whole client's budget <laugh> so we have to be very precise in how we do it in making sure that it works. So that's my, my mantra, anyway
Max Gerson (32:32):
Christine Baldwin of Redhead Media. You are a budget master. You are an audience master and you are a puzzle master because you have to connect all the dots and you can't just know how much media is available to target a very specific demographic in a very specific way. You've gotta do some diagnosis. You've gotta take the engine outta the car before you can figure out how to rebuild it and how fast it can really go. So Redhead Media.com. That's where you want to go. Christine, if anyone's listening and they're curious, maybe this is the right thing for them. Maybe not. Are you willing to do anything special or unique for our audience?
Christine Baldwin (33:15):
Honestly, just give me a call. I'm always happy to have a conversation with you and say, you know, what are you looking to do? What's your goals? Where are you at? What's your pain point for your company? What do you need to do? Reach patients, reach students. Like I love to listen to problems and be like, oh, I've got a solution for that. Like I, I've worked with so many different industries across the board, so I'm not afraid of any industry. I've done cyber security engineering to you, name it. I love everything across the board. So I've been fortunate enough to work in a variety of different industries over the years and taking all of that knowledge and applying it to what you need to do. So I'm happy to lend an ear. Always just reach out to me by email or call. I don't know if you want my phone number six one seven <laugh> 8 7 2 5 0 7 6.
Christine Baldwin (34:00):
I don't care. I'm an open book. I've had clients for years. Like one of two of my clients have been with me for 14 years because they just love that. I'm very straightforward. I love to help my clients. I don't have a lot of bureaucracy to my business and I just love people. I love working with them and they're fun. And I just like helping people solve a problem and taking their great product or service into the market and making sure that people know that they're out there. So that's super important to me, so well, thank you very much for the opportunity. This has been fun.
Max Gerson (34:33):
Awesome. You guys, Christine is a pro. She's a badass. She's been in the industry. She's been in the game. She's seen all the angles that we've all seen, right? No one I know has really just been on that ladder. We've all been creating webs. And what we know about webs is that each thread makes the whole thing stronger. So if you're a brand today that you know who your audience is, you've got the content. You have the media, you've got the video, you've got the ad. You just don't know how to get that in front of the right people. Effectively Christine and Redhead Media is really, really good at doing that. Now, Christine, before we go, we're both car junkies, motor sports enthusiasts. People that believe your comfort zone will kill you. Right? Right. Let's imagine that it's a fall day in new England. The leaves are turning. No one is out on the kink of Manus highway. It's completely empty. There's no leave keepers up here for Massachusetts or New York. You can pick any car for the day right there. You're not gonna wreck it. You're not going to get any speeding tickets. No one's gonna be in front of you. There's no deer. You've got open roads, guaranteed safety and the keys to any car that's ever been made. What do you drive?
Christine Baldwin (35:53):
There's too many good cars out there. Oh my gosh. That's hard. I would need a whole fleet of cars before I did that. I don't know if you've got Bugattis and Martins and Porsche bathtubs from, you know, do you go vintage? Do you go brand new? Like you do newer versions. Like I think you need to do. 'em All like I there's no, you know, I love them all
Max Gerson (36:13):
You're in the hot seat. One car. You got one car? Oh no.
Christine Baldwin (36:17):
First one drive.
Max Gerson (36:18):
First one.
Christine Baldwin (36:20):
I would probably do a Porsche bathtub. Why not?
Max Gerson (36:23):
Okay. So you're talking about a 3 56 speedster. Yeah. Right? You and James Dean apparently have immaculate taste in that regard. <Laugh>
Christine Baldwin (36:31):
I probably have to go that route. Yep.
Max Gerson (36:33):
All right. Well, I'd say I'd be chasing you, but I'd probably be way far ahead in my my old gold member, hot rod, gold member finally finished back at home. So here's to that. Thank you guys for staying with us today on the Brand Wolfe podcast, Christine Baldwin, Redhead Media. They know how to polygon. It's scary, but guess what it's happening. This is how marketing works. Right? You have to know your audience. You have to have great content. And if you do, Christine is ready to help you. So thanks again for tuning into Branding For The Rest Of Us, the Brand Wolfe podcast, where we promise to deliver big ideas to small businesses.