 Think tech away civil engagement lives here your host Sharon Thomas Yarbrough Welcome and thank you for joining sister power our topic for this episode Raising the bar for millenials That's brand audience and revenue today sister power VIP guest Ashley M. Williams is the leading millenial strategist spokesperson Consultant and speaker for brands that want to reach millenials Helping brands to create the right campaigns craft the right messages and Produce events that bring brands and millenials together. She is founder and CEO of Rizz are Welcome to sister power Ashley I'm so excited too. I'm so glad we had this opportunity To talk about what you do and before we get started talking about brand audience and revenue for the millenials and helping them to raise the bar people always ask me Where and how do you meet these amazing women and so we met at the aeo? 2018 micro business conference and You're in Detroit, Michigan, right Correct. Yes. Yeah, that's what we met and you won $10,000 Yeah, I was like so It was good at the rap. Well as you should probably going to talk about what that what we had to do I was really nervous about it and that was so shocked and so thankful You for the opportunity. It was just really life-changing. It was really nice Well, tell us how very quickly and you can't see it right now, but we have you up on the screen with Jessica Norwood who is the president and a CEO of project runway. Tell us very quickly how you won the $10,000 I love Jessica. She's so sweet. So what we had you as part of because with this competition Do you normally, you know go through your pitch in like a template or like a powerpoint presentation? But this time they actually want us to do it through a rap song So we had to go through we had like an advisor that we worked with with helping us to craft our message that they allowed us to work with and We had to show things like our problem solution all the different components of our company our traction and a Rap song and as you probably can tell I don't have to really wrap that much But you won it was five contestants and four of them were men Yes, and I was the only female and so I had to take my own music and everything to match with the words I was saying and I practice and practice and practice I just like tried to get it everything down to like the very You know each beat as much as I could so it was a little nerve-racking, but it worked out. Oh, I'm glad Well, moving forward, let's talk a little bit about about your organization Rizar. Tell me about Rizar Yeah, so the word Rizar actually comes from this Spanish word Rizar Which means to ripple and we're based on the idea of the ripple effect of how One person can really use their thoughts or their actions to make it impact And I really wanted to connect with this idea of encouraging my generation and future generations that Regardless of where you come from or your circumstances You have your life has power and meaning and what you do what you say really can impact someone else So our goal is to become the largest collection of millennial creators and when we say creators We mean content creators that move they're making articles videos podcasts photos and they submit those on the platform and then we also work with brands through our a marketplace as what we call it the Millennial marketplace and helping to Do social campaigns around the content that these millennials are creating or they come to us and say we have this particular Idea initiative or awareness that we're trying to get out Can you help us by connecting with your creators to make content that can flow with that idea? For social media or their digital properties and we also do an event series where we connect with millennials In person through brands that we work with like Microsoft Apple or reworks Um and allowing them to have those experiences that we have on the platform in live form Oh, wow That sounds exciting and I can't wait For rizar and sisters in par and hawaii to work together and you do you accept clients from all over the world? So that's that's wonderful for the millennials. Well, let's let's just talk a little bit about brand audience and revenue and Question I have for you. What does society get wrong about millennials today? There's always a stigma that world Very entitled and narcissistic and that, you know, we have the attention span of a fishbowl Or a goldfish I should say And at certain points that can be true. I mean there I definitely think that there Are some of those in our generation who could be that way But the majority of us are very passionate about changing the world and finding ways of Using things that have not worked in the past in order to make things better and to really make purpose make impact So we are really um gun hoe and making sure that brands Really work in order to get our buying power So it's not just that they're advertising to us, but they're actually showing us how their product service or brand entirely Is making an impact in the world and therefore that's why we should support Um them and buying from their their company Wow, that's great. Well, how do you build a brand that attracts your ideal client? I think part of it is that um, we really position ourselves and being very purposeful Um in everything that we do it's it's all about purposeful marketing for us, which is like the uplifting of one spirit Um one being overall of who they want who they aspire to be So for us, we really want to not every brand or client is going to be the the right client for us necessarily So we're looking to work with clients that are really Align with either wanting to change that persona about themselves in that way or that are really doing that Um, and so we are very meticulous on making sure that the messaging that we are able to align with with the brand Also aligns with what we do as a company. Well, that's wonderful. Well, give us a little bit of background Of and I did read that you graduated from USC University of Southern California Yep Yep, yep And I worked there briefly in the journalism department many many many years ago Excellent school crazy. Yeah. So tell us a little bit about why you're the expert and and what you do Oh my god, so great. Yeah. Well, you know, one of the things is that um from journals in school, especially they I was really um grateful for the opportunity to attend there and to be taught Um really well in terms of what is needed to crash a story make it engaging And also to really um Shape lives at the same time as you're creating stories for that my background is I used to be a reporter So one of the things I really wanted to do with crafting stories for brands is to make sure that we're taking the messages of Journalism and and the idea of how the power of content creation can be Through what we um target brands with with purposeful marketing So everything that we do in terms of crafting that story We're still telling a story But we make it so that it's really for the uplifting of the millennial life and helping the brand to uplift the millennial at the same time So whether it's personal finance or through Finding the best career fit that they might want to do or dining anything or traveling Everything has to be towards telling a story that's really engaging and really um captures their their spirit Oh, wonderful. Well, what are the best ways to engage millennials in the workplace? Yeah, and it's funny. I did it when you asked me the question earlier about one of the things people get wrong I think Especially in the workplace there is this idea that we um want things to go quickly in our career and that we want to move up to the top and Uh, just want everything right now when in reality is most of millennials Especially from research shows they want to be a mentor. We want to be mentor We want to be groomed into becoming good is that we want to be and yes Um, we are willing to work hard for that and we understand that um, you know, many of us don't even take vacations There's research that shows like me because we are we want to make sure that we have our jobs and that we're doing a good job and we also don't want to Not I guess be up to par. So we're very hard workers We're wanting to be mentors and I think that if organizations would really understand those concepts Especially the idea that we are very entrepreneurial even though many of us don't necessarily go into being entrepreneurs But they can incorporate entrepreneurial things within their organizations to really Drive millennials to be loyal to their organization to want to improve it And at the same time use their leadership to really groom them into becoming leaders for their organization and And then giving them breaks in between giving them things that are really um Helping them to want to be at work all the time. So I think that would really be helpful So I think just overall we're hard workers, but we just want it to be where we're We're being impactful and we can make an impact, but we also want to be groomed at the same time Oh, I like that. So you want to keep it fresh, but also you're willing to Learn from you know seasoned entrepreneurs Exactly exactly And see it's a win-win situation and I think that people should get that Just like we were talking before the cameras are rolling that I am interested in hearing what the millennials are doing to make my business even better Yeah, that's exactly and I feel like we really um, it's funny because I had Simon Sinek had this Uh video that was viral last year about how millennials want to lead organizations because they want to make an impact Or whatever and then they get irritated when they can't but I mean Let's talk about like the positives of that though the fact that millennials are saying they don't just want to be there They don't just want to take a paycheck. They actually want to contribute something meaningful So I think that's great. Like why is that such a bad thing? Like give them more things to do where they can really shape your organizations and so many brands know It really now like I think 75 percent of the workforce at this point is our millennials So it's why don't you incorporate those things of them and really allowing them to really shape your organization I like that. Well, uh, actually, how do you build relationships and recurring revenue I think the one of the main things is um, definitely Reaching out to organizations and brands that seem to Be noted in the media or to be discussing things that they're already doing with millennials or want to Or the needs that they have to reach that millennial consumer I think that um continuously putting out content that we do like on linkedin or even our other social media um channels is really important to help with letting people know who we are and as we grow we really want to do Even more things on our end with multimedia to build those relationships And actually even incorporating some brands brands in those conversations that were like on podcasts or videos And interviewing them about what their needs are how things are going and making that where it's more of a A driving conversation for how we both can help How we make the relationship work for each other because at the end of the day our goal is to really Again help transform millennials and make them Be able to see that they can have this positive life and helping them to get there and bridge that gap So we want to work with brands and making it be um mutually beneficial for them to be able to Showcase their products and services that can help millennials get there and to reach that great life That they aspire to have as well. Oh, I like that. I like that What are the best ways to garner the loyalty of millennials? I think consistently doing things around Issues that are important to millennials. I think one of the things is that Millennials definitely want to have a voice, but they are so passionate about changing the world And using their lives like having more purpose Um and what it is that's happening and really taking hold of that change So I think brands really need to incorporate as they're marketing their products and services um Taking hold of different issues that millennials really care about whether it's you know things dealing especially with the bank student loans Like figuring out ways where they can really showcase how they're going to help help millennials to tackle those um and to be able to be their supporter alongside them in doing so or whether it's through traveling and helping them to um Do so in like cost effective ways So I think there's there's a lot of things that could be incorporated with the issues that millennials care about And marketing towards those issues giving them a voice to do so. I like that. So I've got three pieces of plastic in my wallet I have my personal business card Uh, I have my personal debit card my business debit card and my driver's license What three tools is essential to build your brand audience and revenue? I definitely think I love that question. I definitely think having a social media presence is really important okay, um, I think that having some type of Multimedia that you are using whether it's your a website where you can write articles whether it's um You have like a video camera where you can shoot video of yourself and then put that on the social media channels Um or a podcast like you need to have some form of where people can get to know you as a person as well as your company um and I also think Definitely having um a newsletter or some type of incorporation where you're consistently engaging with your audience Through like a message that you would send throughout like a platform or the newsletter would be really important as well Wow, that's excellent advice And I always tell people when I when I'm speaking around the city that as soon as you walk out the door You are representing your brand no matter what it is. Even if it's a smile Um, I mean that's from being the president of your company to the hairdressers to a physician Yeah, you know, you are what you are your organization, whatever it may be So true. Oh my gosh. I remember when I was one of my first, um Job there they would get books all the time and one of the books that I found was called you are the brand And I love that book and it so it talks all about what you're just saying And I didn't realize that at the time because I was just starting my career But it really hit me about how you know, you're you're walking You're walking your brand every day I like that and the name of the book was you are your brand Yeah, you are the brand So Ashley, how long have you been in business? So we're going on our third year now. Wow kind of it was very really quickly Okay three years, so you're almost almost there Well, what we're going to do is we're going to take a quick break Ashley and we are going to come back and continue the conversation about raising the bar brand audience and revenue Aloha, I'm Marcia Joyner and I'm Beatrice Cantelmo And we have come in this series young and old alike to take a look at our past Your past and the past that's not seen history books history books are his story And what we refer to as mirrors of the past, but we as colonized people indigenous peoples and people of cola Look into the mirror and do not see ourselves that On the ties that bind we will examine those underlying causes Please join us with the ties that bind on wednesdays at noon Twice a month. We look for you there. Aloha. Aloha He gets to go in he's a surface dog. Oh, I could get a vest too You're not even a service dog. He's trained to assist his owner. Well, I can do whatever he can do Wow, did he just open the door? Yep. Oh I can't do that I can't do that either He's trained for over two years to become a service dog man. I wish I could be a service dog Welcome back to sister power and we are chatting it up with Ashley m williams and she is the ceo of her organization Rizar Am I pronouncing it correctly? Oh, yes, uh-huh. Okay, Rizar. Yeah, and the name of this episode is raising the bar Brand audience and revenue, which is four millenials. We're raising the bar for millennials and she is the person to talk to And ashley is definitely available to people and we'll show her contact information that you can definitely contact her And if you want to raise the bar for millenials, I know for sure sisters in power in Hawaii Hawaii foremost women's empowerment organization is definitely going to be working with ashley So thank you very much for partnering with um sisters in power in Hawaii and sister power So we were talking about raising the bar. Yeah, so let's chat about Ashleigh, how are millenials probably going to change the world? I literally believe This is this was was crazy to me as we were as we were focusing on this demographic because I'm so excited about My generation and And inspiring them or finding ways to where we can all inspire each other because they equally I feel are inspired by them Um, but one of the things that really struck me is all of the different critical things that are happening in the world in terms of education finances Marriage life all the things that are happening with millenials in the united states Are happening in majority of other countries where millenials are too. It's crazy And it's like all the news stories connect with they're all we're all dealing with all these similar things with career stuff and everything So one of the things that I really believe is that We will find ways Since brands are really figuring out how to are trying to figure out how to get our buying power We are really disrupting and finding ways of how we Are allowing brands to basically enter into our lives So I think one of the things that we are the ways that we're going to change the world is how brands and we're already doing it We're really how brands work with us and continue to target us Even as we have kids we get married As we go through our older years because the thing is they Have to work again for our buying power. It's more purposeful marketing. We're going to change the way they market And I think for some brands it's kind of like Really shocking it could be a little bit disturbing because they're like, oh my gosh How are we going to do but the thing is it's not complicated It's really taking a look at your values your reputation as a brand and understanding How are you really positioning yourself? So we're actually making the brands better By still telling them we don't want you to just Market your product you need to show us how you are actually going to change Improve the world improve our lives for the better future generations for the better In every area whether through sustainability education climate change all these different things They're going to have to really focus on shifting that and then and for as far as the workplace goes Gosh, I mean, there's so many things dealing with how millennials want to work. They want to work remotely many times How they're changing the dynamics of leadership programs and how they're changing Where brands really need to have a lot more things dealing with corporate responsibility programs Which goes into marketing initiatives, you know, so it's it's all of those dynamics and also even Making it I believe that will probably be more and to allow the younger generations to really have more leadership roles those coming up the generations be after us because we realize that we were kind of shunned From being able to really have a voice sometimes as we were beginning our career So we're more and to allow the younger people to really take hold and to really create change And additionally even going into education There's a lot of things dealing with student loans as I believe are going to change where we're going to really force universities to Make it so that education is more affordable because at the end of the day worst thing It's not going to be paying off for us. We're not going to want to put our kids And I mean, of course we want our kids to be educated But you know, we're going to be more mindful of how we go about getting their education for them or even gun control in the classrooms I'm really, you know doing that or Me there's I mean every industry meets the meat industry and how meat treat it and how we get our food and holistic eating It's like every single thing is changing because we really wanted to improve And again it goes back to being more purposeful of helping us in empowering our lives Sorry, that was a huge stand-in but look if you've covered all the important areas and that brings to me to A very important question. How do millennials want to be inspired and motivated? Yeah, I think you know I think sometimes this politics is from what it was at certain times. I think they They really want to be amped to feel as if They can create change and I know I keep saying going back to the creating change part But I really want to emphasize that because I think what happens many times is that so many of the The generations before us kind of make us feel as if they want us to grade the change But then at the same time it's almost like the day where you are you're still young You don't know anything so we want Those generations to be able to push us to be like, okay We know that you guys are like the majority of the population now go ahead. What is it that you want to do? What is it that you want to take hold of and I think we're seeing that more now especially in the political parties where a lot of millennials are really Feeling this and so they're running for positions in leadership or even Yeah, like local to be local governors all these different things like they're feeling more and to take part of the conversation So I feel like if the generation can keep encouraging us those that see that Eventually they want the world to improve and they really want it to keep Um keep improving to encourage us to take part of conversations that don't shun us But to empower us, you know, I like that it's all about Empowering motivating educating and and inspiring and so how can millennials become their best selves? I really believe it's funny that We're talking about this question to you one of my Best friend or actually many of my my best friend and other people I've connected with recently or millennials Are really kind of focused on the next step in their career or the next step in their life and trying to really get Towards what it is that they aspire to do using their passions to Use that to create a life for themselves in terms of the career that they go for Go forth in and I think one of the things is it's to really be honest and truthful with themselves About what it takes in order to get to that aspirational Life or the passions that they want to live and understanding that is a process I've had to learn this myself through building rezar and still am But realizing that You know, it's a journey But if you're truthful with yourself and you're you you're willing to be honest with the passions that you had And don't like keep saying that you eventually want to do something because the thing is time is ticking We don't like tomorrow's not promised. We don't know you don't know how many years you're going to be on this earth So use this time that you have to really say to yourself Am I living my honest truth? Am I really Going after my purpose living in my purpose? And if not, why am I scared of the risk? Am I scared of I mean, what is it that's causing you not to do that? And then as you go forward in that don't be discouraged by how How hard the process is to get to where you want to be or how long it might take or That you don't have the skill set that you need to be willing to be patient and to be Perseverance And knowing that eventually what it is that you want to do and that that impact that you want to make through Your purpose will happen, but you just need to be consistent and never give up. Wow. I like that I mean, you know, you're you're saying good information that it's a takeaway for everyone And you know, if time is almost over What I would like to ask you Ashley And before we leave is what do millennials really want? Out of life because we really want to be happy Okay And I like that but I mean I mean they happy in a sense that like You know, I like it goes many times people say that we're entitled that we don't want to work hard But the thing is we we really tried to do things the right way We were told that if you've got an education you went to school You had this X amount of this X type of journey Things would pan out and what ended up happening was the stocks market crashed many people couldn't find a job They had student debt like all these things are happening So what we really wanted to be able to say like the path that we were trying to reach And the career that we aspire to have or two different careers that we aspire to have is They're become they become possible and that we can learn as we go and become who it is that we aspire to be along the way and that You know Basically the purpose that we're aiming for We can create and the the life that we want we can create And I think sometimes we become discouraged because we thought that we could create it and that we were trying to And all of a sudden all these things are happening that were out of our control So it's like how do you get back to being that way and so just being Being happy and being I think being empowered to do that is what we're looking for Well, my motto is before we close I always say this is something to look forward to and ashley Thank you so much for spending part of your day with us and we want to thank our audience Sure for spending your time with us oceans of aloha peace and love