We caught up with the brilliant and insightful Aymara Lucero a few weeks ago and have shared our conversation below.
Hi Aymara, thanks for joining us today. What do you think matters most in terms of achieving success?
I want to preface this by saying that at its core, I think it all begins with the definition of “success.” To me, success is a mindset. A self-starter’s goals will constantly change as they reach them, and it can become daunting to feel like their accomplishments are never enough since they’re always reaching for more. That said, I’ve studied people for a long time (blame my psychology degree and my science in marketing degree), and I believe a few key things will help someone reach their next goal.
1. Networking & relationships: This is timeless because people want to work with people they like. When someone connects with people constantly, showing them their craft, asking to collaborate, or simply showing up on their DMs, they stay top of mind. For example, when I wanted to work in the restaurant industry, I quickly realized that there were only a handful of restaurant groups and franchises in Miami, so I started to reach out to all of them. I had coffee with restaurant PR agency owners to pick their brains and connect, and that’s how I got my first corporate restaurant group role. I’ve always done this in jobs, in school, etc., because being qualified to do the work is the bare minimum; how else can you connect with people to stand out?
2. Perseverance & consistency: Even if someone’s not “naturally talented” at sales or photography, they can learn with practice, lessons, etc., until they’re better than they could’ve imagined. It takes courage and determination nowadays to stick to something for a long time making incremental progress since overnight virality has become somewhat of a standard.
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.
Since 2012, I’ve specialized in hospitality, experiential, and technology marketing; most of those years focused on full-time marketing management for restaurant groups and restaurant franchises in multiple markets. I’ve focused on becoming an expert by educating the community on healthy food, local restaurants, sustainable food products, and wellness. As a brand’s partner, we build a holistic marketing strategy to communicate the value they offer to their audience. My services include but are not limited to brand identity development, digital & traditional media, analytics, consumer journey, website strategy, community-building & partnerships, influencer campaigns, loyalty apps, ordering platforms, restaurant operations, and market research.
How did you build your audience on social media?
I started Concerned Cook 12 years ago, and the key is that I’m passionate about the subject, I believe in the subject, and I live the lifestyle. This helps me stay consistent. It all started with cooking healthy recipes and photographing them because both were my hobby, so it never felt like a chore. Were there days when I was tired and didn’t want to make content? Of course, we all know that when hobbies become work, they can be tedious sometimes, but I never stopped enjoying the magic of cooking and creating to teach others. The same goes for sustainability, nutrition, and marketing; social media reflects that. People can tell what I’m passionate about because I show it, research it, interview/partner/work with people who are also in that wavelength, and it feels natural. As a result, I’ve built a community that has attracted other people who enjoy what I enjoy – “build it, and they will come.”
Any thoughts, advice, or strategies you can share for fostering brand loyalty with clients?
I genuinely care about their business. I treat every detail of my work for them as if it were for my business, or more important. For example, I have a previous client, and I always send him ideas I see on social that would be great for his business. I won’t charge for every thought I have, I have always been this way, and it pays off. When people like and trust you, it all comes back because they want to work or refer someone they feel good about.
Contact Info:
- Website: concernedcook.com
- Instagram: https://www.instagram.com/concernedcook/
- Facebook: https://www.facebook.com/concernedcook/
- Linkedin: https://www.linkedin.com/in/aymara-lucero-m-s-785882b2
- Twitter: https://twitter.com/ConcernedCook
- Other: https://www.tiktok.com/@concernedcook
Image Credits
Aymara Lucero Daniel Collar Yiselle Seiglie Inside South Florida