Success can be achieved through revenue, publicity, the number of social media followers, the prominence of certain businesses, reach, and so much more. How we define it is subjective. In a sea of creative marketing entrepreneurs, readers often stumble across successful business founders who dove into unknown waters with the purpose of providing services for brands that are in need of growth.
Fifth Bull’s founder Hannah Carlson is one of those extraordinary founders. With her perseverance, Carlson began a female based creative agency specializing in events, PR and influencer marketing with the goal of growing brands and startups.
A graduate of the High Point University in Event Design & Promotions, Hannah Carlson exudes credibility and confidence in every project she is involved in whether it be Events, Production, PR Marketing, Brand Development, Influencer Campaigns, Film and Social Media Marketing. She wants to be the best influence on others via face-to-face and social media while becoming the best version of herself.
WOT spoke with Carlson about her experiences as an incredibly motivated, business-minded woman.
What inspired the start of Fifth Bull Agency?
Fifth Bull Agency was inspired by the CEO, Hannah Carlson’s Running with the Bulls accident in Pamplona, Spain. 6 years ago (anniversary date July 12th 2014), Hannah Carlson was struck by the fifth bull during the run, an unfortunate accident that shook her motivates to follow her passion to build a company with a leading legacy name that intrigues clients who are dedicated to leaving a positive impact in the world.
Fifth Bull Agency LLC is a female based creative agency specializing in Campaign Production, PR, Traditional & Influencer Marketing located on the East Coast, USA.
Why is social media marketing important for every business?
Adaption, companies cannot survive without adapting and reacting to their consumer’s needs. Social Media has been around since the early 2000s, SM Marketing has been around before Facebook, but we are familiar with the latest 10 years of trending and viral posts.
SM Marketing provides a quick, easy way to target your niche desired consumers right from their personal property. All smartphones provide a free additional marketing service for brands to engage with their potential customers instead of the labor of a retail or DD service.
I don’t believe brands see the opportunity that is readily available, especially older companies that are not willing to change. By doing some personal research, or even hiring a young college intern to get your brands voice out there online is vital for your companies’ survival!
The future is technology, the next generation is proving that e-commerce is the most effective way to get what you need and not leave your home. So why not advertise to them?
What should market leaders be doing to ‘prove’ marketing return on investment (ROI)?
Making sure the brand is engaged with the local consumer. It goes beyond a simple purchase, but into customer service, this is a best ROI, knowing that word of mouth marketing will always be the first type of marketing.
Creating that “going above and beyond” connection with a customer as well by answering public or private questions. Providing discount codes, memberships, referral opportunities, reposts, etc. It doesn’t take much to make someone feel special without the need of connecting face to face.
Which is your favorite influencer marketing campaign that one of your clients created by using #ad and why?
Sugar & Kush creates ongoing relationships with not only their customers but their influencers. They allow creative space for their ambassadors to work within while giving light guidelines for campaign direction, overall though their influencers connect with the S&K team directly and have built a family company environment.
I believe companies should strive to retain long term relationships with the influencers they hire, with the interest of the brands ROI based on those hired spokesmodels and vice versa.
What’s your view on micro-influencers compared to celebrity influencers?
My view for Micro-Influencers is that they are starting into the system, but not like 15 years ago when influencers had no idea what they were getting into, they were just mere bloggers back then. Micro-Influencers today, have an opportunity for growth, but during this time they need to find their brand’s voice first and make sure it resonates with their audience. Whatever company they first establish themselves with during this time will forever mark them in their future career paths.
Let’s say a pink color brand reaches out to you, but you, “Kelly”, hate pink, however you need money. What do you do?
This is a very normal question we get from our talent, but we always make sure they stay on target towards their personal career goals. If pink does not align with your brand’s message, then you have the power to say ‘no thank you’. Micro-Influencers forget this phrase often in desperation for fame and fortune.
The view for Macro Influencers is that they are well-established creatures, they have it made for themselves already which means they can make It for your brand as well if you have the budget. They have earned that entitlement to charge larger fees because of the ROI you would get by having them as a face of your company.
What’s one opportunity for using influencer marketing that maybe marketers overlook that has the potential to make a significant positive impact beyond content creation?
Knowing your platform and where your target consumer audience is coming from. There are 6 different types of social media platforms for #ad placement:
Social Networking Channels like; FB, IG, LinkedIn. Blogging; Twitter, Tumblr. Photo Sharing; IG, Snapchat, Pinterest. Video-Sharing; YT, Live’s, Vimeo
Aligning your brand’s voice with an influencer’s voice. True influencers know who they are influencing and why. They stay on brand and their message is not waivered by others. If you believe in an influencer’s message and believe aligning yours with he or she will help leverage your brand’s mission then that is an opportunity for a long term relationship to market with someone who truly believes in your product and what you are trying to do in the world.
How has covid-19 affected the services of Fifth Bull so far? Which ones have gotten better and which ones worse?
COVID-19 has hindered our production side of Fifth Bull Agency, the health and wellbeing of our creatives and talent are of high importance to us always. Due to the pandemic, we lost four months of production but were able to retain all clients, push their shoots back, and even added more clients during these unprecedented times.
What is the best advice you have ever received?
You are always inspiring others, even if you don’t believe anyone is watching, remain authentic.
What is a skill you think all women should learn and why?
Take criticism like a classy champ, over apologize, and learn how to contribute your skills to what is currently on the table.
Why? Because someone else is and just got promoted.
What have been some of your failures, and what have you learned from them?
There are 4 stages to a Lifecycle, 1. Introduction, 2. Growth, 3. Maturity, 4. Decline.
You have to believe that whatever you start will always have an end. Fifth Bull is not my first company, and it absolutely will not be the last. As long as I am committed to becoming the best version of myself through these life lessons I cannot fail, only learn and help others that go through it as well.
Extra answer : Would you say you have to have specific potential needs in order to start as an entrepreneur? If so, what are the specific potential needs?
You need two skills, communication & passion. As long as you are able to communicate your company’s passion to your accountant, your business partner(s), your customers, your potential investors, you can and will do anything with whatever you start! People support others by seeing their passions.
You can find Hannah Carlson CEO of Fifth Bull Agency LLC at:
![From Music to Perfume: How did your background as a music teacher influence your transition into perfumery, and how do you incorporate your musical sensibilities into creating fragrances? I’ve always thought in terms of metaphors, and music has many that can be related to perfumery! Beyond just thinking in terms of top, middle and base notes [soprano/alto/tenor in choir], I approach each fragrant idea as a composition. When documenting my ideas, song structures often come to mind. As the scent brief is visited, I meditate on what the fragrance should convey - do I want to create an accord or a “chord” of fragrance note combinations? Do I want an a capella soloist (a particular ingredient to stand out more than others?) Many of my thoughts regarding song composition transfers to my scent formulation process, with me treating each note as an intentional soliloquy at some point.
Brand Origin: What inspired you to start Pink MahogHany in 2005, and how has your vision for the brand evolved since its inception?
An avid lover of all things pleasantly scented (with slight modesty), looking back in retrospect, it’s no huge surprise that I’ve created an indie perfume house with just an idea to provide unique options for those who may be sensitive to unnecessary pungency. Initially, I just wanted to evaluate various blends to note their aroma profiles when “played” together…it wasn’t until I had friends and family asking if I knew of brands that catered to those who may be on the more olfactory sensitive side, that I really began to take my research more seriously. In the almost 20 years that Pink MahogHany has been in existence, our micro visions for the brand have evolved to larger territory. Where Pink MahogHany used to only be a personal brand, we are now also a bespoke formulation service provider to other indie brands seeking unique fragrance offerings for their products. These products range from (but are not limited to) perfumes, candles, body butters and lip balms. Ingredient Transparency: You emphasize transparency and the use of desirable ingredients in your products. How do you select your ingredients, and what challenges have you faced in maintaining this standard?
Being an indie brand often comes with a set of assumptions and misconceptions - one of them being more negative than positive as it relates to ingredients used. There is a lot of “fluff” in the industry with labeling falsification. Because fragrance formulas are a trade secret, not every molecular breakdown of a material has to be noted on the ingredient label (it would be incredibly long), but we at Pink MahogHany™️ adhere strongly to the IFRA [International Fragrance Regulatory Association] regulations that state for common and potential allergens to be listed on our ingredient label. We’ve taken this a step further to also include these ingredients listed on our website to promote further transparency, all while protecting our intellectual property. Unfortunately, we’ve had companies to unethically sell lesser expensive “dupes” of our artisan perfumes, so as a way to create a better authenticity stamp, we make it our duty to be honest about our claims. If our perfume says “Rose Bulgaria”, it is in fact just that and not a component of rose being passed off as the source material. Collaborations and Custom Scents: Can you share more about your work with private label clients? What excites you most about creating custom scent solutions for other indie brands? I could easily sum this up in one word and say “Funding.” True, there is money out there, but I’m always thinking outside the box. Having a program that has an “Each One Fund One” mentality doesn’t exist (that I’ve been made aware of). Bootstrapping can be quite the challenge, even when you’ve reached the 6-figure mark annually. Competition to be seen and set apart is extremely high, so having quality packaging and branding is a must. There are lots of factors to consider, though when desiring to make upgrades. If there were a unique, tier-geared funding operation available, it would help perfume brands offset packaging and bulk material costs in the beginning stages.
Industry Challenges: What are some of the biggest challenges you've faced as an independent fragrance house, and how have you overcome them to grow your brand? As the brand continues on the path of organic growth, I would like to expand our reach into schools, offering perfumery as an arts elective for middle and high school. I’d love to partner with botanists, farmers and horticulturists directly to grow and source raw materials for the students to work with in the creation of tinctures. My passion is getting back to nature as best as possible, as nature was my first “scent experience” as a child. We would also love to witness our fragrance creations being used to scent model homes, our focus diffuser blends being used in automobile dealerships as well as partner with Air Bnb and boutique hotels that specialize in highlighting minority, indie brands. Personal Journey: How has your personal experience, particularly as a divorced mother and someone who has experienced the loss of a child, shaped your approach to life and your work in perfumery?
Because I homeschool my twin sons, we are together a lot more than most, so one thing we all do is have moments of sharing where a neutral “floor” is laid to converse about anything. Though they are quite communicative by nature, I realize that sometimes I can be in work mode so much that it spills over into what should be our quality time. My sons see the authentic me and learn how to communicate through seeing authenticity. I’ve learned not to feel as if I have to be the epitome of perfection but allow them to see my imperfections vulnerably but with discernment. Having had two traumatic experiences pretty close together has taught me how to truly slow down and enjoy the simplicities of life - igniting a spiritual aspect that I’ve always carried but never fully explored…until Kenji’s sudden passing (2018.) Grief has a way of catapulting us into a quest for more meaningfulness in both life and business. After Kenji’s passing and my processing through the initial stages of grief, I was able to incorporate our spiritual bond into Pink MahogHany by way of essential oil diffuser blends for both focus and sleep and most recently aromatic perfume elixirs. It’s been quite the process channeling the void of his physical presence, but I also have peace knowing he can be honored in a great way through scent. I noticed once I began to be more open and receptive to spiritual signs, synchs and “winks”, more ideas began to flow. It’s been this way since his transition. Emotional Expression: Fragrance is often tied to memories and emotions. How does your personal life influence the fragrances you create, and do you have a particular scent that holds special meaning to you? My creative process is much more alchemic now, and I include Kenji by talking out loud to him, believe it or not. I’m a firm believer that when our loved ones transition from the physical plane, they are still present - just in another form. I choose to keep his memory alive by not pretending he never existed (even if for a brief period of time). I am working (slowly) on a book and accompanying fragrance, but I know it will require me to revisit some memories I’m not quite ready for, so until then, his big brothers will launch their debut fragrance, The Peaceful Tiger (they chose the name.) I’ve learned that even in what we consider “small things”, our transitioned loved ones want to be recognized and acknowledged. When the twins and I designed their fragrance label (with a designer out of the country that didn’t know anything about me personally), we had issues with the graphic - so much so that the designer asked if they could rework the design. When they sent the proof for approval, the Tiger was not only younger but sleeping, with an uncanny, angelic resemblance to baby Kenji! Becoming more aware and being more sensitive to my intention for launching a fragrance has definitely made room for more divine situations like these to occur. Healing Through Scent: In what ways has creating fragrances been a form of healing or expression for you, especially after the loss of your son, Kenji Mwamba? I know my sons may not necessarily want to be perfumers, but they definitely have an entrepreneurial heart. My desire is that whatever they decide to pursue (acting, script-writing, music or architecture), they know that anything is possible with the right amount of determination, grit, belief and immersion. One reason I chose to homeschool is so they could enjoy learning without restraint and have ample time to devote to their own separate passions and it still be fun. They know Pink MahogHany is theirs if they want it (many, many years from now - lol), and we are already discussing business structures for whatever they choose their role to be once I retire. Work-Life Balance: How do you find balance between your professional responsibilities and personal well-being, and what self-care practices do you prioritize? I’m not just a perfumer; I’m also a consumer, and self-care is huge for me. I often take salt baths to reset my energy and clear my mind after being around large groups of people or free a long day. I’m a habitual perfume sampler, and I have so many to choose from to wear as my “nightcap.” Even if just for 10-15 minutes, I cherish each moment I’m able to have some “me-time.” When time and co-parenting schedules permit, I’m definitely on a flight somewhere to indulge in some delicious food and mouth-watering mocktails!](https://www.womenontopp.com/wp-content/uploads/2024/10/IMG_3812-1200x720.jpeg)
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