In the dynamic world of advertising, Mariya Palanjian, founder of Globafly, has carved a niche in the industry with her unique approach to city takeovers and multi-channel advertising. In this blog post, we delve into her journey, the innovative concepts behind Globafly, and her advice for entrepreneurs.
The Genesis of Globafly
Mariya Palanjian’s entrepreneurial journey began in grad school, where she embarked on various startups, many of them online. One notable venture was a luxury shoe company that attracted venture capitalists’ attention. Their curiosity about her ability to sell $3,000 shoes online led her to share marketing insights, ultimately sparking her foray into advertising.
The Birth of a Unique Advertising Concept
Globafly was born out of Mariya’s knack for marketing and sales. Recognizing her potential, she channeled her expertise into creating an advertising agency that leverages both traditional and emerging channels. Globafly’s approach is deeply rooted in community engagement and a multi-channel strategy, utilizing podcasts, audio streaming, and programmatic ads to connect brands with their audiences.
City Takeovers: A Revolutionary Approach
The idea of city takeovers originated during Mariya’s tenure at the New York Times, where she led the Influencer Marketing Department. Working with prestigious brands like Louis Vuitton and Cartier, she realized the need for more transparent and impactful advertising campaigns. Instead of broad national campaigns, Mariya proposed targeting specific cities to better measure campaign effectiveness.
Execution and Community Engagement
City takeovers involve running campaigns at the city level, analyzing data to gauge impact, and connecting deeply with local communities. This approach ensures that ads are relevant to the specific audience, often collaborating with local influencers who resonate with the community. By tailoring creative content to subcommunities within cities, Globafly ensures a more effective and meaningful advertising experience.
Diverse Clientele and Sector Expertise
Globafly’s client base spans various sectors, from tech companies like LegalZoom and ZipRecruiter to auto brands and government programs. The pandemic prompted Mariya to utilize her buying power to assist government entities, promoting programs targeting youth and underserved communities. This diverse portfolio underscores Globafly’s versatility and Mariya’s commitment to impactful advertising.
B2C and B2B Success Stories
While Globafly excels in B2C advertising, they have also achieved significant success in B2B campaigns. By leveraging traditional and emerging channels, they have helped companies like LegalZoom and ZipRecruiter scale rapidly. Mariya’s deep understanding of both sectors allows Globafly to craft tailored strategies that drive growth and engagement.
Advice for Entrepreneurs
Mariya emphasizes the accessibility of advanced advertising channels for businesses of all sizes. Technologies like programmatic buys and digital billboards have democratized advertising, enabling small brands to afford T.V. ads and other traditionally expensive channels. She encourages entrepreneurs to explore these options, highlighting the potential to achieve significant impact with modest budgets.
The Importance of In-House Marketing Teams
With advancements in AI and other technologies, Mariya advocates for building robust in-house marketing teams. She believes that businesses can achieve greater control and cost efficiency by training internal teams to handle advanced marketing strategies. Globafly offers training services to empower businesses to manage their advertising efforts effectively.
The WBEC-West Certification and Government Contracts
Mariya’s decision to pursue WBEC-West certification was driven by her desire to support government programs and make a more substantial community impact. This certification enabled Globafly to secure federal contracts, including a notable partnership with the Department of Labor. Over time, Globafly has expanded its government sector work, securing numerous contracts and contributing to meaningful initiatives.
Conclusion
Through combining traditional and emerging channels with a community-centered approach, Globafly continues to redefine the advertising landscape. For entrepreneurs looking to navigate the complex world of marketing, Mariya’s insights and expertise offer invaluable guidance.
Connect with Mariya
For more information about Globafly or to connect with Mariya Palanjian, visit globafly.com or reach out via email at mariya@globafly.com. Follow Mariya on Instagram @mariya.with.a.y for more updates and insights. To listen to her full journey on Women in Motion, click this link: https://businessradiox.com/podcast/women-in-motion/globafly/
About Women’s Business Enterprise Council-West (WBEC-West)
WBEC-West is a regional partner of the Women’s Business Enterprise National Council (WBENC), a coalition of corporations, WBEs, and regionally focused women’s business organizations. As an affiliate organization, WBEC-West implements the certification standards of WBENC throughout Arizona, Colorado, Southern California, Utah, Wyoming, Nevada, Hawaii, and Guam. WBENC is the largest certifier of women’s business enterprises in the U.S. and a leading advocate for women business owners, leaders, and entrepreneurs. WBENC certification is nationally recognized and accepted by more than 10,000 major corporations. We also support corporations in their efforts to include WBENC Certified WBEs in their supply chain.
