We’re excited to introduce you to the always interesting and insightful Hannah Smith. We hope you’ll enjoy our conversation with Hannah below.

Hannah, looking forward to hearing all of your stories today. We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry

One of the most significant trends we’re observing in the marketing industry is the rise of hyper-local and authentic brand storytelling. In an era where consumers are increasingly skeptical of corporate messaging, brands that can convey genuine, local connections and authenticity are standing out. This trend not only strengthens brand loyalty but also fosters a deeper connection with the target audience.

A perfect example of this trend is a campaign we recently executed with Whataburger. Despite being a large, well-known brand, Whataburger still faced a unique challenge: after being acquired by a Chicago-based company, they wanted to reassure their loyal Texas customer base that their roots remained firmly in Texas, while deepening their connection with their local communities.

To address this, we designed a Mother’s Day ‘Whatamom’ campaign featuring Randi Mahomes, the mother of NFL star Patrick Mahomes, who is a beloved figure in Texas. This collaboration was more than just a celebrity endorsement; it was about connecting with the local community on a personal level. The event not only celebrated mothers, a key demographic for Whataburger, but also raised funds for a local high school football team, further embedding the brand in the fabric of the Texas community.

Moreover, the campaign provided an excellent opportunity to launch Whataburger’s new iced coffee. By timing the product launch with a campaign focused on mothers, we effectively targeted a key consumer group. The authentic storytelling, combined with the local support and strategic product launch, created a compelling narrative that resonated deeply with the audience.

This trend towards hyper-local and authentic storytelling offers immense opportunities for brands to build stronger, more meaningful connections with their audiences. However, it also comes with challenges. Ensuring authenticity requires a deep understanding of the local culture and community values, and brands must be genuine in their efforts to connect.

Overall, the Whataburger ‘Whatamom’ campaign exemplifies how leveraging local connections and authentic narratives can not only address potential consumer concerns but also create significant engagement and loyalty. As this trend continues to grow, it presents both exciting opportunities and challenges for marketers aiming to connect with their audiences on a deeper level.

Hannah, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My Story:

I’ve always had a passion for entrepreneurship. At just 10 years old in Chicago, I turned our family garage into a makeshift store called “Sporty’s.” I priced and organized everything in the garage as products, hired my siblings and a friend as employees, and opened up shop—our only customers being my parents. I even made team-branded “Sporty’s” shirts. It was a humble beginning, but it sparked my love for business.

Fast forward to 2019, I enrolled in the Masters of Science in Business program at Mays Business School (GIG ‘EM). This program was instrumental in my development as we started, funded, ran, and exited companies as part of our coursework. It was here that I began to learn the essential business skills needed to run a company. During this time, I was also actively building my personal brand. I shared my experiences, marketing projects, and personal hobbies on social media and LinkedIn.

One day, I received an email from the VP of Brand Experience for Texas A&M University. He had noticed my brand-building efforts and invited me to meet with the Brand Experience team. This meeting led to a contract consulting role where I worked on strategies for their brand partners like HEB, Champion, and NASA. I provided strategic insights into 2020, adapting our approach to partnership experiences during COVID-19, and achieving great success.

After graduating, I faced a pivotal decision: join the corporate world or start my own company. With the encouragement of my mentors, I chose to follow my passion and start a company. I called up my best friend since childhood, who shared my love for marketing and had complementary strengths. To my excitement, she agreed to co-found the company with me.

Now, three and a half years later, we have a 7-person team and have been growing over 200% year after year. We work with incredible national and international brands, constantly learning and evolving.

A little about Boost Your Brand:

I am the Co-Founder and CEO of Boost Your Brand Marketing, where we thrive on breaking the mold. We don’t just offer marketing services; we craft experiences that ignite inspiration and drive results. At our agency, we partner closely with our clients’ internal teams, whether it’s a full internal marketing team or the owner/founder of the business, to provide the strategy, research, and services needed to effectively reach their marketing and sales goals. Our track record speaks for itself—long-term (3+ year) client relationships built on creativity, trust, and a shared passion for success and results.

We are a true full-service agency, providing not only strategy but also execution. From running campaigns that deliver 12x ROI to cutting-edge content creation, guerrilla-style street team marketing services, web design, and more, we are the agency partner built to grow with your brand.

What Sets Us Apart:

What sets us apart is our commitment to authenticity and connection. We don’t just create campaigns; we create stories that resonate. We understand the importance of local connections and genuine narratives in building strong, lasting relationships with audiences. Our success comes from our innovative approach, collaborative spirit, and unwavering dedication to our clients’ success.

Any fun sales or marketing stories?

A Favorite Marketing Story: Landing BigShots

One of my favorite marketing stories dates back to 2021, just a year into the life of Boost Your Brand Marketing. We were an ambitious but relatively new agency, hungry for an opportunity to prove ourselves. That opportunity came in the form of BigShots, a driving range and entertainment company previously owned by ClubCorp (now Invited) and later acquired by TopGolf.

We knew that landing BigShots as a client would be a game-changer. Despite having only a year under our belt, we believed in our capabilities and were confident that we could provide top-tier services at a competitive price. Our team, though small, was incredibly dedicated and ready to tackle any challenge.

The journey began with a series of phone calls and emails. We pitched our ideas passionately, emphasizing how our innovative strategies could help BigShots succeed. After several exchanges, we secured an in-person meeting with five key members of their team. This was our shot, and we knew we had to make it count.

Walking into that meeting, the odds felt stacked against us. We were competing against more established agencies with bigger portfolios. But we had something unique—a genuine belief in our potential and a fresh, dynamic approach to marketing. We presented our strategies for social media, influencer marketing, grassroots activations, partnership marketing, and more, tailored specifically to BigShots’ needs and goals.

The energy in the room was palpable. We could feel their interest growing as we laid out our vision. We managed to secure BigShots as a client – and it was a moment of triumph, a validation of our hard work and determination.

Over time, our relationship with BigShots flourished. They saw how well we knew the landscape and how adaptable our team was. We expanded our scope, delivering successful campaigns and services that included everything from social media management to influencer marketing to grassroots activations and more. Our efforts paid off, and BigShots saw significant growth and engagement as a result.

This experience taught us the power of taking risks and believing in our abilities, even when the odds are against us. It was a pivotal moment for Boost Your Brand Marketing, one that set the stage for our continued growth and success. Today, we look back on that journey with pride, knowing that it all started with a chance we were willing to take.

Contact Info:

• Instagram: https://www.instagram.com/boostyourbrandmarketing/
• Linkedin: https://www.linkedin.com/in/hannah-smith-byb/

Image Credits

All images were taken by our award-winning Boost Your Brand creative team!