TrapPlan is a new challenger in the field that takes on a mission to help more brands connect with their audience through authentic content. Influencer marketing and brand content strategy are playing a key role for many companies nowadays. It's not enough anymore to simply send a brief and wait for results; brands need to build complex campaigns to achieve results. And this is where TrapPlan can help.
Read the interview with the agency's founder, Pawel Beresnew, to learn more about what is a TrapPlan and how it's different from other similar service providers.
How did you start your way in influencer marketing?
The world of online media captivated me from a young age. Starting my journey in online gaming media, I immersed myself in the dynamic world of gaming. It was here that I first encountered the fundamentals of influencer marketing, where the recommendations and enthusiasm of individuals were already driving the industry forward.
My path then led me through eSports and AdTech campaigns, where I had the opportunity to take on various roles, from Business Development to CEO. This invaluable experience allowed me not only to thoroughly study the market and its intricacies but also to anticipate the upcoming changes it will undergo in the coming years.
Do you remember your first collaboration with influencers? How was it and what’s the difference with your approach now?
We were promoting an online game that was quite strange, but overall it was played, the guys believed that esports would help them improve the community, so they wanted to implement it into their product, and our task was to help them implement it from A to Z, including attracting well-known esports players. We did it.
Starting your own agency is a brave and uneasy decision. How did you come to it?
I was cheated by my former business partners. It was a major blow because I had spent four years of my life developing this product and ended up with nothing. However, the support of my close friends and family, along with my in-depth understanding of the market, helped me go out on my own and finally do what I had long wanted to do
Before you worked with many small and big brands like Burger King, Adidas, Call of Duty and Wargaming. Is there a difference in approach depending on company and brand size?
Of course, it's important to understand this difference. The ways you work with a gaming product and an FMCG product are fundamentally different. You won't be able to sell products to your audience in the same way, so it's best to forget about that approach right away.
Working with influencers can be challenging. It requires a lot of negotiations and communications to manage a good promo. Human factors always play a role. Did you have any crisis situations in your experience and how did you sort those out?
I can only say one thing: when you work with people, negotiation is your greatest tool in these situations. You can truly reach an agreement on anything.
Do you have any tips that can help make collaboration with content creators smooth and easier to manage?
Be open: Share all customer feedback, even before you start collaborating. This will build trust and make you more likable. Pay on time and promptly communicate any delays. Negotiate solutions when problems arise.
By doing these things, you'll set yourself up for successful collaborations.
Let’s talk closer about TrapPlan. Which agency services are the most popular among clients right now and what you’re planning to add as new services?
Currently, the most popular service is sponsorship campaigns with content creators across different platforms. However, we're constantly evolving and now execute larger-scale projects for our clients. We leverage the full influence of content creators, such as launching dedicated pre-occupations within their Discord channels.
How do you see the future of the agency in a long-term perspective?
We will grow larger. Our goal is to expand the services we provide to our clients. We will operate in multiple countries, establishing local offices, which will enable us to be more flexible in our operations and decision-making.
What does the process of working with a new client look like?
The process is very simple. A call, signing the contract, and then we start working. I don't know what could be easier.
