In this episode of Don't Kill the Messenger, host Kevin Goetz explores the intersection of social media and film marketing with Troy and Mark Paul, the son and father duo behind SGG Media. Their innovative agency represents over 2,300 sports micro-influencers with a combined reach of 88 million followers, helping major studios navigate a sea change in content marketing. Once reliant on TV, radio, and outdoor advertising, studios and streamers now lean heavily into social media to connect with audiences, particularly the elusive 18-35 year old male demographic. SGG's network of passionate superfans creates authentic engagement in ways traditional advertising simply cannot.
What Makes Micro-Influencers Different (03:10) Troy explains that SGG represents everyday superfans, not celebrities. These creators have built loyal, engaged communities around their passion for sports.
The Origin Story: From NYU to Entrepreneurship (18:02) Troy shares how he identified an untapped opportunity during COVID-19: sports fans creating content with millions of impressions but no monetization strategy. His high school friend Joe Hayes, who had built a 150,000-follower account, became employee number one.
A Father's Investment and Guidance (12:38) Mark discusses putting his money where his belief was, investing $1 million of the company's total $3 million raised capital, and how he and Troy have deferred compensation for two consecutive years to reinvest in growth.
The Pizza Entrepreneur at Age 11 (25:55) Mark shares the story of Troy's first business venture: hiring runners to buy pizzas and reselling slices to lazy classmates.
Authenticity Over Celebrity (36:39) Troy contrasts traditional influencer marketing with SGG's approach: their creators have smaller but deeply loyal audiences, creating authentic engagement rather than paid celebrity endorsements that feel like "cash grabs."
Universal's Breakthrough Campaign (39:35) Troy details how Universal brilliantly marketed the Jordan Peele film Him by timing the trailer drop with the NFL Draft and having 400+ NFL accounts create organic debate and engagement.
Amplification: A New Marketing Strategy (42:32) Troy reveals SGG's most powerful tool: having hundreds of micro-influencers repost studio content simultaneously, building the studio's own social presence while reaching targeted audiences.
Troy and Mark demonstrate how understanding shifting media consumption, building authentic creator relationships, and targeting niche audiences can cut through today's marketing noise to reach a “holy grail” demographic.
Host: Kevin Goetz
Guests: Troy Paul, Mark Paul
Producer: Kari Campano
Writers: Kevin Goetz, Darlene Hayman, and Kari Campano
Audio Engineer: Gary Forbes (DG Entertainment)
For more information about Troy and Mark Paul:
SGG Media: https://sggmedia.com/
LinkedIn: https://www.linkedin.com/in/troy-paul-26a06198
Instagram:
For more information about Kevin Goetz:
- Website: www.KevinGoetz360.com
- Audienceology Book: https://www.simonandschuster.com/books/Audience-ology/Kevin-Goetz/9781982186678
- How to Score in Hollywood: https://www.amazon.com/How-Score-Hollywood-Secrets-Business/dp/198218986X/
- Facebook, X, Instagram, TikTok, YouTube, Substack: @KevinGoetz360
- LinkedIn @Kevin Goetz
- Screen Engine/ASI Website: www.ScreenEngineASI.com