What happens when you work for multiple clients in the travel and hospitality space, and overnight, the whole industry goes on pause? Well, until it comes back, you pivot, you get creative, and you come back. Join me and the brilliant Gabriella Ribeiro, founder of TruMarketing, and current Wanderer Held Hostage, and we go through the best ways to creatively pivot to new revenue streams, no matter what your business.
“Who is in your orbit and what kind of services can you offer them.”– Gabriella Ribeiro
20 Minutes in Lockdown- Pivoting to find opportunity within Chaos, with Gabriella Ribeiro
April 22. [00:00:00] Okay. We’re live. Hi, everyone. Uh, welcome to, this is actually a very special episode. This is a. Day, 485 of the lockdown and um, it, it feels like that. I know it’s not, but it feels like that. Gabby, tell him what, who you are, you, you have a tell her name. Tell him what you do. You have such a rich and storied past that I feel like if I try to do it, I wouldn’t do it justice.[00:00:29] So give us 30 seconds about yourself. And tell us your story. Yeah, so I have a couple of different businesses that I run. Most of them are centered around tourism, which is incomplete, awful, terrible. Free-fall. So I’m learning a lot at the moment. And I also run a global community called mogul mom, which is full of female entrepreneurs from around the world that are raising a family, running a business, and hopefully rocking both. [00:00:53] So let’s talk about that for a second. You, you, you, you know, you wake up one day, right? And you’re having a [00:01:00] day and it’s like a regular Tuesday, right? Like another, you typical, typical Gabby type day, and then, um, two days later, every single client you have is, is on pause. Right? You know, what’s the first thing that goes through your mind. [00:01:15] You know, it’s complete panic and then you start to look for the lessons. You say, okay, what have I been through before that was similar to this? You know, and unfortunately in tourism we have a lot of those Ebola, SARS, each one and one murders, you name it. And, um, we had advantages, you know, like they were centralized. [00:01:30] They were, there was ignorance with geography. There was all these things we could. I plan on to sort of bring things back. So we also, like you kind of said this is going to be okay, we’ll figure out those points where we can sort of weed through and get through this. Um, this is something that is affected everybody in every place, everywhere. [00:01:45] And it’s also, it’s got a huge psychological impact too. Um, so yeah, I mean, I’m at a core level in layman’s terms. It absolutely sucks. It’s horrible. It’s scary. And, um, I’ll admit that to you. I’m scared every day. Um, but you [00:02:00] have to sort of, you know, get yourself steeled up and say, you know, OK, what, what did I learn in the past? [00:02:04] What lessons can I use? What do I have right now in my toolbox that I can do to feel useful every day just mentally? And how am I going to get through this? On the other side, we don’t know what it’s gonna look like, but what are the projects I can do now, um, to sort of prepare myself for that in the longterm, because everything comes back. [00:02:21] And, and, and what are you seeing? I mean, okay, so it’s, it’s one thing to say that, right? It’s like, Oh, you know what? I’m going to get the button on alert six languages during this, you know, [00:02:36] and it’s great to say that, but what do we do inter, you know, we’re sitting there and we’re like, okay, this is some bullshit. Right? And, and it doesn’t seem to have an end date. And I mean, well, it depends if you ask like, the governor. Of, of, of, of, uh, you know, Georgia, yeah. It ended last week, but it’s, most people, you’re looking at them, there’s, there’s no end date. [00:02:52] And we’re like, how long can this go on? Right? But you, so what are we doing? What are you specifically doing in an industry that’s got so hit? And [00:03:00] so now what are you doing? How are you reaching out? And we’re really, what are you telling your clients or potential clients to, to, to stop them from freaking. [00:03:08] Okay. Well, I do two things. I market travel and I smell travel. Um, so I’m planning travel for clients, but I also work on a BDB side. So I’m sort of like, um, I do what a pharmaceutical rep does with medicine. I do that with travel. So I teach other travel agents how to sell the clients that I rep. What could I do? [00:03:25] I could hold their hands for now. I can sympathize and I can empathize with them. I can rally them by telling them funny stories every day in my emails instead of heart cells, which I do. I can hold calls and just say, I’m here to support you. You want to get on the phone and talk about, you know, why you want to cry about this? [00:03:41] Then the other thing, absolutely. Um, and with my clients, one thing that happens when this happens is that you learn really fast who your people are. There were some people that cut and ran and you know what? Goodbye love you. See you later. And they’re, most of them have been amazing. And I’ve had my clients [00:04:00] come to me and say, I am with you through thick and thin. [00:04:02] And that helps a lot, you know, and that makes you want to S that makes you want to work better. That makes you want to strive. Um, but really you’re just all, you go through the period, it’s like, it’s like a, it’s like a death, I hate to say it, it’s, it’s, there’s the morning, there’s the anger, there’s the. [00:04:15] Upset, you know, there’s the cry and then all of a sudden there’s, okay, we got to get up every day and there’s going to be something moving forward. But you really can’t do anything cause nobody knows anything. If you know, you can strategize, you can, you can wonder. But right now, all you can do is help people by getting them ready for recovery. [00:04:34] You know, by telling them stories, by helping them to dream, and also to help them get educated. And let’s talk about that. Let’s talk about the concept of, you know, helping them get ready right when, when is it okay? To help them get ready. I’ve had several people on, on my entrepreneur calls and things like that, say, when is it okay to start offering my services again? [00:04:52] Right. And I’ve always said, offer them whenever you want, because if you’re doing it under the guise of help and under the guise of empathy and [00:05:00] other guys of helping people get through this. And you’re not selling, right. I’ve gotten, I cannot tell you how many LinkedIn emails I’ve got. The nice, if you’re going to any benefit of this whole thing, I have called my LinkedIn list. [00:05:10] I dropped like 6,000 people, right. Because I’m getting, you know, in this, in this time. That’s right. You should know about our outsource service. Cause usually I’m like, bye. You know, so, so it becomes this question of. Of when is it. Okay. And how do you reach out to them without spelling aspect, but sort of just keeping yourself top of mind with them. [00:05:29] In other words, don’t be a Dick. Okay, we got that. So number one, that’s the number one rule. Number two is, and you taught me this to a large extent here, and you look around and you say, what do I have? Okay, what do I have. Read newsletter list. I have a wonderful, robust social media group, you know, for travel agents. [00:05:48] I have all of this stuff and I have dynamic clients that have changed the game in this industry. Let’s put them all together like never before, and let’s just match them up. Let’s teach them how to sell new places. Let’s teach them what niches we think are going to emerge. [00:06:00] Right now. Yeah, I’m working for free. [00:06:03] And that’s okay. But other things will come. And I look at, you know, you know, the other tools I have, I CA I built a virtual summit platform and I’m like, all right, I can use that and I can offer that to people as a way to communicate their messages. It’s just like being you, you turn into a role of a volunteer, and I know that that’s not great business advice, but it’s certainly hard centers. [00:06:21] And you know, I think that it’s the same as someone who’s goes out in the front lines and, and says, I’m going to serve food. You know? Um. The first responders. I mean, it’s, you do what you can do and you just put, you’re putting people together in the respect that when things do start to turn around, you’re going to be remembered, right? [00:06:38] Essentially, you’re creating a travel heroine. For lack of a better word. but you know, there you go. You know, at some point though, you do have to say, okay, as good as it is to help, I gotta make some money cause I got a mortgage, I got kids, I got whatever, you know, a car payment. I got all these things. So, so what are you doing? [00:06:58] How are you turning on the [00:07:00] creativity in a time where, I know we were talking about this, the premise that, you know, you wake up, you go to sleep. You wake up again, you go to sleep, and the days are sort of merged into one, right? When does it become, the creativity comes when you’re doing amazing things to begin with, right? [00:07:14] So how do you get that creativity back? I think you engage in projects, even if you think they mean nothing, you know? I mean, for me it could be as simple as, you know, like creating a webinar for somebody and, and trying to dig deep into, to a new concept to sell. But it also can be, I think. If you have to let the dust settle, as painful as that is, but I think it’s important to diversify. [00:07:33] Like I said, okay. No one makes, I don’t even know what I do for a living. I have companies that are in travel, but I also have this mogul mom’s site. So all of a sudden, what the hell is happening? People are coming to me saying, women are shopping from home. I have a product. Can I? Can I pay you to advertise in your newsletter? [00:07:48] So things, you know, when you look at that kind of stuff, you’re like, Hey, I got this. And it goes back to that. I hate using the term side hustle, but I really think that if you’re an entrepreneur, you have to have. Five freaking things in the iron all the [00:08:00] time, you know, and one of them will crack during that rainy day. [00:08:03] And mogul mom is something I do as a passion project. I like helping women. I like helping moms, but all of a sudden that’s turned into a bit of a revenue stream that I didn’t see. So now I take it and I move forward with it. So that’s what you do. I mean, and that’s, that’s hard to do. It’s, it’s a lot. I’m very busy most of the time, you know, with work and stuff. [00:08:19] But, um, that’s what, that’s what you have to do. I just put this other surgery and that’s what kind of needs, I’ve been trying to figure out what kind of needs I can do. Who was in your orbit and what are you really good at? What do you love to do and where can you help? Are you a great writer? Can you help someone help, you know, brush up their copy on their website that’s struggling. [00:08:37] Um, could you, you know, why someone’s kids right now? Is there anything you can do? Is there anything, anything that you can send them privately if you know that they’re financially struggling, what, figure that out? Um, but yeah, you can offer your services. If you’re great at PR, maybe can, you know, you can offer a pitch something for somebody who’s not so great. [00:08:54] Uh. You know, it depends on what you’re, what you’re really good at. You know, this isn’t, I’ll tell you, [00:09:00] I have a, there’s a guy I know named James. I’m totally spacing his last name now, but he’s based in Australia. And, um, he added me into a group he started when, when they started going on lockdown called daily bushwalk. [00:09:13] And it’s a funnier name than you’d think, but he lives, he lives in, in the middle of, um, uh. [00:09:23] He lives in the middle of, um, Australia in the Outback, and, and in this beautiful area. And he just has millions of miles of, of planes, I guess, whatever, you know. And so every day he has this, it’s a, it’s a Facebook group or Facebook thing. We do have a Facebook messenger list, right? Like 10 people. And every morning I wake up and there’s koalas, and there’s. [00:09:45] Did you reduce whatever they have them there and it’s just the coolest thing, right? And I’m Fletcher James Fletcher, and I haven’t thought about him maybe in three years. Now think about it every single morning, right? What can you do to get into someone’s inbox or into someone’s orbit by way of help, right? [00:09:59] That [00:10:00] brings him down. But also inspiring dreams. Exactly what you said. Like I posted, I mean, it made me nonsense. I posted something today about it and they say, dream of eating dinner, you know, talk about things that get people to daydream. This sucks. You’re home. You can’t go anywhere. I mean, you know, it’s really nice to think about things that maybe you want to snorkel one day. [00:10:15] You know? I mean, you want to do something like that. Post pictures to make people think about fun things to do when this is over and get them to understand that this is, it’s going to be a different world view, especially with travel. But try to get them to understand who’s taking steps to make you feel safe, if that’s your issue. [00:10:32] And um, and then, you know, educate them on that too. I think more people need to be urged to snorkel. Snorkeling is fun. Um, one of the things that I’ve been able to do, you know, living on the 56th floor here in Manhattan, I’ve been able to take videos of the rain of the quiet streets, said, I saw stars last night, right? [00:10:47] In New York. What you don’t see anywhere in New York city. And so just be able to see patients share that content. I don’t think people realize just in their daily lives how much content they have around that they can share because what they see is totally not what it might be. The most [00:11:00] boring. I look out this window at that same breakfast every morning. [00:11:02] I sit here for breakfast, I look out this window. But every time someone calls my apartment the first time, I’m like, Oh my God, that’s the most, I’m like, Oh yeah, I know that. But you know, they’ve never seen it before, right? So what can you create? What content can you create that people enjoy? It also helped me help people feel better. [00:11:15] Like every day my newsletter used to be a hard selling daily, you know, let’s go get them. And now it’s just stories about what happens to me every day. And I’ll tell you, like I did one the other day, I spilled oil on my kitchen floor. So I told the story about that. When I bend down to clean it, I found a piece of jewelry that my daughter and I were looking for, and I told that story and I’m like, all right, that sucked. [00:11:33] It takes like hours. And I said, I cleaned it with bleach and this and that. So I got wonderful responses. And then I got one. And said, you know what? You really shouldn’t clean your floor with bleach. Okay? Not my people. So this is really good. This shows you, this is a really good shedding, well, of who and what is not supposed to be in your life. [00:11:50] So in that way too, let’s go back and travel for a second. Um, what do you see going on when travel comes back? Right. And obviously it will, you’re not going to have to take it. People [00:12:00] say, no, it’s going to come here. Come on. I’ve been on a plane for six weeks and I’m. I know not. Okay. But, um, you know, when it does, what changes do you think was that it’s not an article day that, that, that the seats are gonna be there. [00:12:12] They’re looking at, um, middle seats are now facing the other way, which please, but, um, you know what, I think I love the middle seats to begin with it a lot easier. But you’re looking at, you’re looking at United taking a $3 billion Delta, taking a $1 billion hit. You know, it’s like a $3 billion quarterly loss. [00:12:30] What are we looking at when, when things come back. Okay. I, you know, I think, I mean, I’m hoping people take a cue from the places that are doing, doing it correctly. Um, you know, I, I know, and I just spoke to Dubai today. Emirates is doing a fingerprint test for everybody. That’s, that’s amazing. I don’t expect that everywhere, but that is something to aspire to. [00:12:49] Um, I think security is going to be strange. I think they’re going to have to really work hard on how to control lines. I think the lounge experience is going to be elevated. I think you’re going to want to invest best in a [00:13:00] lounge or a private terminal or private space to to wait. Um, and I think I see a rise in demand for private jet travel. [00:13:08] And I don’t say that to be like snobby about it, you know? I mean, I think, I think prices are going to come down and I think that people are going to look for that type of exclusivity. If they can. Um, as far as travel on the ground, people are gonna look for Trex Heights, wellness inspired, you know, anywhere that is remote, anywhere that’s away from people. [00:13:27] Um, those types of things. You know, I sell a lot of safaris, so I think that’s going to be an appeal. Um, but I think it’s like anything, once you do it once, you’re gonna feel better. You know, it’s that whole thing of liking it. God forbid, you know, you fall off a horse, right? You have to get back on and, and it’s, it’s kind of, you know, basic. [00:13:43] But I know that once I get in that airport, which hopefully will be sometime soon, because I will be one of the first, and I know about that, I will love to share that with people. I’ll be taking pictures and I’ll be telling people exactly what I went through. Um, and I hope that they feel better. And the thing is, I’ve kind of resigned to the fact that [00:14:00] if this is going to get me and I’m doing everything, I can. [00:14:03] Either it’s going to be a pizza box that gets me, or it’s going to be an Amazon package I can’t do anymore. Um, and at some point we have to live our lives and I, that’s just how I feel. So I’ll get out there and walk the walk. Ken Hellman just said, life without travel is not truly living. Can’t wait to get back to travel. [00:14:18] Yes, very much. Well, you know, with the differences, you know, can help. You know, Ken can take three weeks trips with his family where they actually go on vacation. Awesome. Yeah, you do similar things. I take a 40 hour jaunt to Tokyo to write a speech or gift, write a book and give a speech. So we’re all different. [00:14:31] But Ken, still glad you’re enjoying it and yet. Would love to get back in the air most quiet, most definitely. Without question. Brandon writes that I’ll have to sanitize my M&Ms that I give out most. Yes. I’ll probably have to, I’ll give, I’ll give that evidence, a little packs of lifestyle to that to the flight attendants as well. [00:14:46] So I’ll never use a blanket. I’ll never, you know, I’ll never drop my pen on the floor and pick it up. I mean, there’s going to be certain things that I just don’t do. But I think by and large, I have to, we have to remember also, when you and I are in the same boat, we were traveling up to the get I [00:15:00] need three days before they shut down schools. [00:15:03] You know, I was traveling. I have to be honest. I mean, I was still shaking hands, but not that that’s what I wanted. It’s just, it’s, it’s an incredibly difficult not to shake hands with someone when it’s so ingrained in your brain. You just stick your hand out. Um, I think we probably go to foot taps, I hope is what we do. [00:15:21] But, you know, I’m looking forward to getting on that plane and, and, and traveling somewhere. And just. Taking. I think the biggest problem that a lot of us are having is that we don’t have an end date, and so we don’t have anything to look forward to per se. So getting a left lane and landing it, taking that deep breath and knowing that we’ve restarted that process, I think is going to be something. [00:15:42] It’s hard to get back out there. And I think it’s just, like I said, once one person in your orbit does it, you’re going to feel a lot better. You’re going to see things and you’re going to feel it’s, you know, I mean, I was, I was afraid to, to take a walk around the Lake a couple of weeks ago and now I do it daily. [00:15:55] You know what I mean? Certain things I was afraid to do, I’m no longer. Yeah, no, that’s very true. [00:16:00] Tell us about, um, people who, uh, might not know. So you, you are on a plane almost as much as me. Um, if not more, you go all over the world. What is. Where’s the number one place you’re looking to go back to you and where’s the one place you still haven’t gone to do you like, that’s it. [00:16:14] I’m done. Um, you know, I’ve always been into like remote places. I’m really into like Greenland or, you know, I’d like to do Antarctica. I was, I was hoping to be able to do that at some point this year. Maybe that’s probably the only place to run a virus hasn’t touched. Um, that would be awesome. Is that, is that because it’s, what was it? [00:16:29] Oh damn it, I had something for this. Um, but didn’t go to Antarctica because it was. Oh damn. It was a joke about something with cold and now I don’t remember it. I feel like Archer, I had something for this. Nevermind. I’ll try to remember it, but go ahead. So Antarctica and what else? I dream of returning to Southern Africa for a very long time. [00:16:48] I’ve been very fortunate to go there multiple times a year. And, uh, you know, work, working brings me there. And there’s a passion project to volunteer for and they’re just, you know, that’s what’s also keeping me going too. So. Yeah. We’re able to try to help them [00:17:00] out and how to, um, and that’s where I wish to go because it’s magical. [00:17:04] It’s life changing. And it’s also really freaking far away from a lot of people. You know, when you can be out there and on a, on a game drive, it’s, there’s really nothing like that. So that’s, that’s my hope for the short term. You know, it’s funny I listened to, he was that they’ll say, Oh yeah, I just want to go somewhere where I’m far away from people as they sit in their private house with their backyard and their Lake right near the. [00:17:26] You know exactly what I mean. Just kind of dad. My dad just said, my dad’s coming to your wanting me to Africa. My dad just said, take me with you. He just put [00:17:37] awesome in my book. The people find you online. I sure I’m at the explorers or on Instagram, or I’m just simply Gabrielle, or you can look up to marketing.com find me there. Um, yeah. Or like every, let them go, mom. Yeah. At the moment. Yeah. Thank you so much for taking the time today. I really appreciate it. [00:17:54] You’ve given a lot of people. Hope we get a lot of hearts and thumbs up and things so very much looking forward [00:18:00] to having you back on. And we’ll do this again guys. Thank you. This is, uh, I’m enjoying doing this. It’s keeping this, giving me a sort of look forward to every day. So stick around. We’ll do another one tomorrow and reach out to Gabby. [00:18:12] You can definitely, uh, when you, when you are hopeless, she will give you hope. That’s what I love about her guys. Thanks so much for listening. We’ll talk to you soon.