Alright – so today we’ve got the honor of introducing you to Lasana Smith. We think you’ll enjoy our conversation, we’ve shared it below.

Lasana, thanks for taking the time to share your stories with us today Let’s start with the decision of whether to donate a percentage of sales to an organization or cause – we’d love to hear the backstory of how you thought through this.

Growing up in Brooklyn, NY, in a single-parent household, after-school, summer, and city-funded programs like the “Fresh Air Fund” played a crucial role in shaping my future. These programs steered me away from negative influences and broadened my worldview, introducing me to opportunities I never knew existed. They provided structured activities, mentoring, skill development, academic support, community engagement, and a safe environment to foster positive relationships. Without these experiences, I wouldn’t be the person I am today.

Now, as the Founder and CEO of GAROI Media, a Miami-based boutique advertising agency specializing in comprehensive media strategies for multicultural audiences, we not only focus on results but also on genuine community engagement. Our commitment extends beyond professional duties. I actively participate in local initiatives like Leadership Miami and serve as a board member for Dranoff 2 Piano Fusion. Alongside Oliver Gilbert, III, Chairman of the Miami-Dade County Commission, I co-chair the host committee for PIANO SLAM, an annual music and arts education program that showcases a poetry competition held at the Adrienne Arsht Center. This program brings artists, musicians, poets, and scientists into Miami’s public schools, engaging over 100,000 students, including those in low-income areas and incarcerated youth, by tapping into their love of music to enhance learning across various subjects.

Moreover, through partnership with the Miami Foundation, GAROI Media donates a portion of our proceeds to multicultural equity organizations throughout South Florida, such as Island SPACE, Tech Girl Power, Honey Shine, Zoe’s Dolls, and Women in Transition of South Florida. Multiculturally led nonprofits often face significant financial challenges, operating with tighter budgets and stricter funding allocations. This typically forces their leaders to allocate more time to fundraising, limiting their capacity for mission-critical work and innovation to meet evolving community needs.

At GAROI Media, where our name stands for “Get A Return On Investment,” we believe that investing in these diverse nonprofits not only fulfills our mission to our clients but also generates substantial community returns, proving that true investment goes beyond the financial. It enriches our society.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

From a young age, I had a knack for sales. A talent that first emerged when I was just eight years old, selling Christmas cards to my neighbors in the middle of a sweltering July in Brooklyn. I was just trying to earn enough for a diary, never imagining that these humble beginnings would one day evolve into a thriving seven-figure advertising agency.

Selling is in my DNA, a fact I find myself often reflecting on. It’s a family trait; my grandmother ran a farm in Barbados, selling sugarcane, vegetables, and livestock across the country. My uncle and brother also both inherited this entrepreneurial spirit and gift for sales, establishing a strong sales-driven ethos in our family.

Today, as the Founder and CEO of GAROI Media, my commitment goes beyond just leading the company; I’m a fierce advocate for our clients. I manage substantial advertising budgets and am deeply dedicated to our mission, which is right in our name: “Get A Return On Investment.” Modern advertising and digital marketing require more than just placing ads on radio or TV. They demand creativity, outside-the-box thinking, and strategies that are both innovative and backed by solid data.

My approach is further enriched by a Master’s certification in Neuro-linguistic Programming (NLP), which deepens my understanding of the complex interplay between thoughts, language, and behavior. This knowledge, when combined with cutting-edge artificial intelligence (AI), enables me to produce campaigns that not only meet but exceed our clients’ expectations. Every day, I’m putting into practice that early lesson from selling cards: to succeed, you need to think big and back it up with action.

Let’s talk about resilience next – do you have a story you can share with us?

My journey hasn’t always been smooth, but then again, whose is?

In March 2020, I was comfortably settled into my role as a Digital Sales Manager at the Miami Herald, overseeing the South Florida region. At the time, becoming an agency owner seemed like a distant fantasy, as remote as the idea of a global pandemic. But then, mid-March arrived, bringing with it the unexpected COVID-19 shutdowns that jolted the entire world. A few months later, I found myself laid off from my job.

Amidst the global upheaval, where many were losing their jobs and grappling with a new reality, I turned to my faith. “I’m going to turn this layoff into my launchpad,” I declared, more intrigued by the unfolding possibilities than concerned about the uncertainty.

Soon after, a few friends suggested I start my own agency. This idea quickly took shape with an introduction to my first client, and suddenly, I was spearheading a $100,000 billboard campaign to raise awareness about the death of George Floyd.

In just six months, GAROI Media soared, generating over $1 million in revenue. This rapid growth was a testament to the fact that it’s possible to land solidly on your feet, even amidst uncertainty. I had successfully stepped out of my comfort zone and into my new role as the leader of my own advertising agency.

Any fun sales or marketing stories?

It was early in the planning stages of the “I Dream a World: Harlem Renaissance in Europe” campaign when GAROI Media faced a pivotal moment. As Founder and CEO, I knew we were embarking on something extraordinary yet incredibly challenging. The New World Symphony, a prestigious name in classical music, sought to blend the historical depth of the Harlem Renaissance with European influences, a theme that would require sensitivity, creativity, and innovation to connect with a broad and diverse audience.

Our team was excited but cautious. We knew we were stepping into uncharted territory, pushing the boundaries of how classical music is traditionally marketed. The stakes were high. We were a smaller agency compared to some of the giants in the industry, yet we had the audacity to take on a campaign that demanded not just digital expertise but a deep cultural understanding.

The odds were heavily stacked against us. Budgets were tight, timelines were shorter than ideal, and our creative ideas, while bold, were ambitious for a non-profit campaign. We aimed to reach not only classical music lovers but also young, diverse audiences who might not typically engage with this type of content. It was a risky approach that required significant investments in both time and resources, with no guarantee of success.

I remember the late nights, poring over data and research to craft strategies, questioning whether we were truly prepared for the challenge ahead. We had something to prove. There was no room for error—no option of falling short of our client’s high expectations or failing to convey the powerful stories within this campaign to a wider audience. Only an unwavering determination, a fire within our team, drove us to show that GAROI Media could deliver something impactful, something that could cut through the noise.

Against all odds, we developed an omnichannel strategy, blending programmatic social display ads, social media ads, online video content, and traditional media. Together, these elements created a narrative that celebrated the Harlem Renaissance’s cultural significance. We took a leap of faith, and with every ad, every social post, and every media placement, we saw the campaign come alive in ways we had only dreamed.

In the end, GAROI Media’s bold approach proved triumphant. We were honored with the prestigious “Digital Marketing Campaign of the Year” award at the 5th Annual American Marketing Association (AMA) South Florida Awards. This accolade celebrated our innovative and impactful campaign for the New World Symphony. Additionally, we received top finalist honors in several other categories, including Marketing Campaign of the Year, Marketing Team of the Year, and Non-Profit Marketing Campaign of the Year. This recognition wasn’t just a testament to the campaign’s success; it validated our belief in taking risks and pushing boundaries to create meaningful, resonant work.

Contact Info:

• Website: https://garoimedia.com
• Instagram: https://www.instagram.com/lasanaonline
• Facebook: https://www.facebook.com/Lasanaonline
• Linkedin: https://www.linkedin.com/in/lasanasmith
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• Youtube: https://www.youtube.com/lasanaonline
• Yelp: https://www.yelp.com/user_details?userid=TCAn6CAEBd6Ds1OtbJy3XQ