The founder and visionary behind The Snob Magazine, Jeffrey Gomez is an expert on the exclusive nature of all things luxury. Starting out as a writer for Source Interlink Media and their automotive titles in his college days, he turned to the world of wealth and attained the position of a lead investment broker at a Beverly Hills hedge fund.
But the lure of the world of luxury made him take another turn in his career. Determined to wipe away the inane concept of ’mass luxury’, he started The Snob Magazine – ”a luxury lifestyle publication that provides readers with a highlight of the very best luxuries from around the world”.
Every expert has a different story on how they got started blogging. What is yours?
I started The Snob Magazine after I left a great career as an investment broker. Having dealt with the super rich for work, I knew the arena and players well. Creating The Snob around that audience was the natural progression.
Like most luxury experts, you probably receive hundreds of emails per month from luxury brands who want you to share their story. What makes you decide to work with a brand over the other?
I look for a rich history of a brand. I am particularly interested in the quality of their products and/or services. Too many brands are stuffed full of marketing, but what it really comes down to is service and quality.
What is the best pitch you have received from a luxury brand? What is the worst?
The best pitches tell me a story and sell me on why I should pay attention. Set me up with a scenario and lay out for me what is important. The worst pitches are all hype and are quickly deleted. I need substance, not marketing and gimmicks.
What is your take on press releases? Do you like receiving them or do you simply discard them?
I hate press releases. I understand that it is an efficient way to get information out, but I don’t believe that it does much good for magazines or other publications. Sure TV and newspapers can use the information from a press release to write up a quick snippet, but marketing and publicity needs to be more delicate and specific for outlets if you want to have any real and meaningful coverage.
What would make you choose to work with a brand on a giveaway campaign on your site?
I would want cross promotion and marketing. We can get your brand in front of a large and well-heeled audience, but we need help in return. Too often brands ask for something and give nothing in return. It is a two way street and brands need to follow up with their business if we send them customers. Dropping the ball will make us all look bad.
If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?
Email is the best way to reach our magazine. Social media works sometimes, but it is too familiar and relaxed. This is a business after all.
What is the coolest gift you have received from a luxury brand in an outreach program?
I get endless gifts, thankfully! From watches to private jets.
Of all the social media channels you engage on, which one do you prefer and why?
I prefer Instagram. I think people want to see splashy images. The ability to comment is also appealing to the public. Having direct commentary to a taste maker makes consumers feel empowered and listened to.
Which social media channels does your audience interact with the most?
I think it is a toss between Instagram and Twitter.
In your opinion, what does it take to become successful on social media?
Presence and persistence. You can’t blog off and on and you can’t not answer questions or reply late. We live in an instant gratification era and anything other than timely will lose.
Do you monitor your Klout score on a daily/weekly basis? Do you think this social ranking is of any real value to luxury brands?
Social ranking, etc is all bogus. Just take one look at Fiverr.com and you will see that anything can be bought. Marketing and PR people need to focus on the publication and their audience and partnerships with other brands. Everything else is irrelevant.
Do you sometime receive compensation from luxury brands, whether it’s in the form of cash or incentives, to write about them?
Yes.
Apart from your managing your magazine, do you offer additional services to luxury brands who choose to work with you?
Definitely. It just comes with having a very wealthy audience. We do everything from private dinners to events, experiences with companies for our audience.
Have you rubbed shoulders with the rich and famous through your work as a luxury expert?
Living in Los Angeles, I interact heavily with the movers and shakers of entertainment and politics. A great number of our readers are very famous, but naming names is so passé. Rest assured though, we get emails all the time asking for specific help from some very important people.
If you had to mentor a new writer, what is your go-to advice to become successful?
Work, work and work. Keep your nose down and write. Everything else will fall into place. Content is KING!
Get in touch with Jeffrey Gomez vi email. Or, connect with him on Facebook or Twitter. Or, reach out to us for an introduction.
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