Meet Lasana Smith

We had the good fortune of connecting with Lasana Smith and we’ve shared our conversation below.

Hi Lasana, we’d love to hear more about how you thought about starting your own business?
In March 2020, I was comfortably in my role as the Digital Sales Manager overseeing the South Florida Region for Excelerate Digital at the Miami Herald. Becoming an agency owner was not on my radar. The pandemic was also not on my radar. But in mid-March, the Covid-19 pandemic shutdowns impacted me and the rest of the planet by surprise. In the following months, I was laid off from my job.

During a time when so many around the world were faced with the unknown, losing their jobs, and ultimately their sense of security and normalcy, I leaned into my faith.

“I’m going to turn this layoff into my launchpad,” I declared to myself.

I was not as concerned with what was going to happen next but more intrigued by the possibilities that would follow. And soon…they did.

A few friends encouraged me to run my own agency, which led to an introduction to my first client, and before I knew it, I was managing a $100,000 billboard campaign for a virtual event to create awareness around the death of George Floyd.

In six short months, GAROI Media scaled to over $1 million in revenue, proving that I could land solidly on my two feet, on the other side of uncertainty. I grew successfully out of my comfort zone and into the founder and CEO of my own advertising agency.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
I’ve always had a knack for sales, a talent that became evident when I was just eight years old. Back then, I sold Christmas cards to my neighbors in the heat of July to earn money for my first diary, never imagining that this early entrepreneurial endeavor would evolve into a million-dollar advertising agency.

“I’ve always been selling. It’s in my blood.”

This passion for sales runs deep in my family. My grandmother ran a farm in Barbados, selling sugarcane, vegetables, and animals throughout the country. This legacy of entrepreneurship and sales prowess was passed down to my uncle and brother, embedding a sales-driven spirit in our family DNA.

As the founder and CEO of GAROI Media, my role extends beyond leadership; I am a staunch advocate for our clients. Managing six-figure advertising budgets, I am deeply committed to our mission encapsulated by our acronym, “Get A Return On Investment.” Today’s advertising and digital marketing landscape demands more than just placing an ad on radio or TV. It requires innovative, outside-the-box thinking and the application of creative, data-backed strategies.

My expertise is further enhanced by a Master’s certification in Neuro-linguistic Programming (NLP), which helps me understand the intricate links between thoughts, language, and behavioral patterns and their outcomes. This knowledge, combined with cutting-edge artificial intelligence (AI), allows me to create campaigns that not only meet but exceed our clients’ expectations.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Moving beyond the typical allure of South Beach parties, the glamour of the Miami Design District, and the exclusivity of Star Island, I’d suggest planning a visit to Miami in the fall. This is when the relentless heat and humidity give way to cooler temperatures, yet the city’s cultural calendar remains as hot as ever.

October, for instance, ushers in the Miami Carnival over Columbus Day Weekend. A spectacle of color and celebration. This annual extravaganza features events like the Junior Carnival, Panorama, and J’ouvert and culminates with a grand costume parade and live concert. It’s a dazzling display of Caribbean culture, drawing attendees from around the world.

Later in the month, the South Beach Seafood Festival transforms Lummus Park into a culinary hotspot through a series of uniquely curated events that showcase the best talents of South Florida’s leading chefs with top-notch dishes from the best local restaurants like Joe’s Stone Crab and is the kickoff to our world-renowned stone crab season. Coupled with live music and a lively atmosphere, it’s a seafood lover’s dream.

Come December, the city buzzes with the energy of Art Basel, the premier art show of the Americas. Spend your days wandering through the main event at the Miami Beach Convention Center and exploring the myriad of pop-up galleries across Miami Beach and Wynwood. As the sun sets, the focus shifts to the exclusive Art Basel parties and events. The evenings are filled with unique artistic expressions and are prime for celebrity sightings.

These events offer a glimpse of the culinary delights, artistic indulgence, and rich cultural fabric of Miami.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Althea Gibson once said, “No matter what accomplishments you make, somebody helped you.” This rings especially true for me on my entrepreneurship journey, which has been filled with tremendous support and encouragement.

I want to extend a heartfelt thank you to Dexter Bridgeman, the founder and CEO of MIA Media Group. Dexter’s recognition of my efforts through Legacy magazines, naming me among South Florida’s “40 Under 40” and “Miami’s Most Influential and Powerful Black Business Leaders,” was a significant honor. More importantly, Dexter has been a pivotal mentor as I embarked on entrepreneurship. He generously opened his rolodex, introducing me to the Black Owned Media Alliance (BOMA) and the Miami-Dade Chamber of Commerce. These connections have been instrumental in forming strategic partnerships with Black-owned media across Florida.

These collaborations culminated in the successful VIP Preview event for the New World Symphony’s “I Dream a World: Harlem Renaissance in Europe.” This campaign not only showcased our capabilities but also earned GAROI Media the prestigious “Digital Marketing Campaign of the Year” award at the 5th Annual American Marketing Association (AMA) South Florida Awards. We were also finalists in several other categories, including Marketing Campaign of the Year, Marketing Team of the Year, and Non-Profit Marketing Campaign of the Year, highlighting our team’s comprehensive excellence in the field.

Website: garoimedia.com

Instagram: @Lasanaonline

Linkedin: https://www.linkedin.com/in/lasanasmith

Twitter: @Lasanaonline

Facebook: https://www.facebook.com/Lasanaonline

Yelp: https://www.yelp.com/user_details?userid=TCAn6CAEBd6Ds1OtbJy3XQ

Youtube: https://www.youtube.com/@lasanaonline 

Image Credits
Pia Ceccarelli