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

Hi Eddie, what is the most important factor behind your success?
What was your thought behind starting your own business?

The thought of owning a business has always been there, from reselling collectible cards and video games in school as a kid to attending high school at the School of Business and Management at Townview Center in Dallas, TX. Furthering my entrepreneurial skills has always been an intrinsic path for me.

Having the opportunity to use my passion for media and marketing to build something beneficial seemed like a natural progression. Now, I get to be immersed in what I love while creating solutions for everyday problems. It drives me to grow my craft and provide improved options for business owners.

It was through trial and error over years of freelance work that I developed this company. After watching other marketers struggle with their campaigns, I got the idea for something to take their worries away through automation. With continuous refinement, the platform has increased brand recognition, generated leads and provided more time for the business owner to focus on what matters most.

Since the beginning, I’ve been humbled by the experience of owning a business. Seeing the impact that we have on the entrepreneurial community is what drives me to continue pushing and expanding our reach. This journey has empowered me to learn more than I could have asked for, and I’m proud to be a small business owner paving the way for other dreamers.

Do you have a budget? How do you think about personal finances and make lifestyle expense decisions?

Our monthly budget for running a media production company is around $27,000.

We knew that we would need to invest in high-quality cameras, lenses, lighting, and audio equipment to produce professional-grade video content. This was easily the biggest expense right away, as we upgraded our equipment to have a DSLR and mirrorless cameras starting with the Sony A7siii, BlackMagic, Canon Mark DS, and Mavic Air Drone. We upgraded to a variety of native lenses, from 18mm, 35mm, to 75mm lenses. Tracking and stabilizing equipment such as tripods and a Ronin Gimbal were purchased. We acquired audio equipment, including boom mics and wireless Tascams. Led lighting and color lighting were additional expenses.
We invested in Predator Editing Computers to edit and store large amounts of video media. We also needed miscellaneous items and accessories such as camera bags, spare batteries, memory cards, and filters. Total Equipment Startup Costs – $38,000

Next on the list is tech and software. SAAS such as editing software and post-production software can be expensive, but it was an important investment for us to streamline media. Investing in SEMRush, Adobe Creative Suite, Quickbooks, and Davinci Resolve color grading was a no-brainer. Monthly SAAS Costs – $5,000

Of course, production and post-production is also included in the budget. This included expenses such as travel, location fees, props, talent fees, cloud storage prints, and contractor fees. Equipment rentals such as green screens or renting specialized equipment for specific projects, such as slow motion cameras and outsourcing studio time. Monthly Production Costs – $8,000

Marketing and business development was pretty easy for us, as it would all be done in-house. Luckily, we didn’t have to market our business so aggressively as 90% of our clientele came from referral and returning customers. In Q4 of 2022, we decided to slowly start marketing via paid media and google. Monthly Marketing Costs – $2,000

Being mindful of my personal finances has always been a top priority for me. I take the time to carefully consider my current financial situation and long-term goals before making any lifestyle-related expenses. I’ve created a budget for myself to keep track of my spending and ensure that I’m on the right path to financial success. Additionally, I’m continuously educating myself on good money habits and various investment opportunities. These practices enable me to make well-informed financial decisions that cater to my needs and promote my financial wellbeing.

I take a business-driven approach to my personal finances. This flexibility allows me to allocate funds to related costs, such as staying in Airbnbs instead of investing in a car or getting a rental when I need to be in multiple cities for an extended period. This way, I can channel the funds that would have gone into transportation towards purchasing equipment or software that benefits my business.

What do you think about risk? What role has taken risks taken on your life?

Taking risks is an integral part of personal and professional growth. Without taking risks, we can become stagnant and limit ourselves from discovering new opportunities. It is essential to challenge ourselves and embrace the uncertainty that comes with stepping out of our comfort zones.

The fear of the unknown can often hold us back from taking risks, but it is important to remember that the potential rewards can be significant. It’s in that space of fear where we can unlock new levels of creativity, innovation, and progress that we may not have thought possible.

One way risk looked me right in my eye was when we decided to restructure as a Service-as-a-Product model. At first it was intimidating and uncertain, we had to step out of our comfort zones and embrace the anxiety of possibly failing. Once we committed and took that leap, we unlocked new opportunities to market ourselves as transparent, challenge ourselves to grow, and achieve long-term success as an e-commerce marketing shop.

Where are you from? How did your upbringing affect who you are today?

I was born in Los Angeles and moved to Dallas, TX, at the age of 12. My mother was a single parent and worked hard to provide a better opportunity for me and my siblings in a small home in Oak Cliff, Texas. As a child, I remember always being fascinated with media placements and commercials. I would watch the Super Bowl just to see the new commercials and go to the theater early to watch the trailers. I would also drown out conversations in the car and look at billboards on long drives or find myself testing demo video cameras at Best Buy.

When I was just ten years old, I discovered my love for creating content by using our family’s brand-new VHS video camera. Along with my brother, I recorded improvised comedy skits and experimented with various creative techniques, including using pre-recorded family tapes that were off-limits to me.

When my mother discovered what I had been doing, she punished me by making me perform various household chores for weeks on end to pay off the cost of the video cassettes.

Despite the consequences, this early experience ignited my passion for media and set me on a path to explore the art of storytelling through the visual medium. Looking back, I am grateful for my mother’s disciplinary actions, as it taught me the importance of responsibility and accountability, which have been essential traits in my career as a media marketer.

I carry that same mindset every day, and it’s embedded in the work I do for partners and clients. This mindset has enabled me to distinguish myself from others, be a responsible member of my community, lead the industry, and deliver exceptional results to clients while staying within their budget.

What is the most important factor of success behind your brand?
Our company is proud to have a high percentage (80%) of our business come from returning customers with a 100% retention rate. This indicates the high-quality products and services we offer, as well as our firm commitment to customer satisfaction. Delivering exceptional value to our clients is key to building long-term relationships, and we make it a priority to consistently exceed their expectations.

One of the ways we have maintained such a high retention rate is by offering a 100% guarantee on our services. We understand that our clients work with us because they trust that we will treat their business like it is our own and that our success is closely tied to their success. If they grow, we grow, and vice versa.

This approach helps build trust and confidence in our work for our clients, and we see ourselves as a valuable asset to their success. Several of our team members have even become shareholders in the businesses we partner with due to our shared commitment to success.

One of the ways we do this is by delivering more than what our clients expect. For example, when clients order a 30-second video ad, we don’t just stop there. We go the extra mile by creating multiple versions of the ad with different sets and talents and even build a full campaign around it, including UGC, graphics, industry research, and more.

This dedication to our clients is one of the reasons why we have a 100% retention rate. We are passionate about helping our clients succeed, and when they do, it reflects well on our business as well. Always in demand, we now have the privilege of selecting the clients we are most enthusiastic about from a large list of prospects.

What value of principles matter most to you?

Encouraging initiative is crucial, and I prioritize it in my team. It’s rewarding to hear my team say “I took the liberty to…” as it reminds me that I am surrounded by leaders.

Initiative is a crucial characteristic for success, both as an individual and as part of a team. It involves being proactive, taking responsibility, and seeking out opportunities to improve and make a difference. When initiative is ingrained in the team culture, it creates an environment of empowerment, creativity, and innovation.

As a leader, it’s essential to foster a sense of ownership and autonomy among team members. When employees feel trusted and supported to take the initiative, they are more likely to feel engaged and motivated in their work.

Tell us a book you read and how it changed you?

The book A Universe from Nothing by Lawrence Krauss stands out as remarkably cerebral. While researching the dark matter and the future of humanity, a quantum physicist does a deep dive into cosmology. Books like this remind me how minor our issues and concerns are in the grand scheme of things and how incredibly fortunate and privileged we all are to be here, so never take it for granted.

Blue Sky

Since its founding nearly four years ago, Altered State Productions has become renowned throughout the industry for its captivating designs, polished branding, daring creatives, and expert media marketing. With each passing year, the agency’s reach only continues to expand, cultivating relationships with multiple affiliates and providing productive online sales for startups and emerging talent alike. Altered State Production’s success as a creative leader has been bolstered by excellent collaborations with distinguished clients like New York Style Fashion week, Dallas Blends, Samsung, Welks Resorts, and Valyou Furniture, resulting in the growth of those businesses and an increased demand for the incredible services the agency provides. With their recent launch of a new marketing e-commerce store, customers can purchase services a-la-carte in a similar way to ordering on “Uber Eats.” Altered State Productions’ transparent and intuitive approach to service-browsing enables customers to discern pricing, duration, the scope of services and quality guaranteed. To date the agency has been responsible for generating a quarter billion dollars for brands and partners worldwide.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?

My name is Eddie Castillo. I’m the Co-founder of Altered State Productions, a full-service digital marketing agency dedicated to helping businesses and brands shop for marketing services.

With a wide range of services, including branding, art design, email marketing, video production, distribution, retailing, e-commerce, immersive commerce, digital marketing, SEO, advertising, and affiliate marketing, Altered State Productions is a one-stop marketing shop.

Our team of marketing experts creates engaging brand media that resonates with audiences and delivers results for our clients. At Altered State Productions, we have a wealth of experience serving clients in various industries, from startups to Fortune 500 companies.

Our most popular service is video media for e-commerce brands to distribute on paid media. Our creative media is best utilized for paid channels like CTV, OOH, and social media. We serve B2B and B2C clients nationwide, focusing on the expert service areas of Dallas, Los Angeles, Las Vegas, and New York.

Our customers are established business-minded professionals and startups looking to produce content and marketing services in any industry and business.

Altered State Production’s success as a creative leader has been bolstered by excellent collaborations with distinguished clients like New York Style Fashion Week, Dallas Blends, Samsung, Welks Resorts, and Valyou Furniture. The results are the growth of those businesses and increased demand for the agency’s incredible services.

We developed a Service-as-a-Product (SaaP) model that allows businesses to see what media services we offer, get all the information they need to make a decision, and select precisely what they need with just a few clicks.

Our SaaP model is transparent, with exact figures on our website that let clients know what to expect in terms of price, the scope of work, timeline, and return on investment.

One of the ways we do this is by delivering more than what our clients expect. For example, when clients order a 30-second video ad, we don’t just stop there. We go the extra mile by creating multiple versions of the ad with different sets and talents and even build a full campaign around it, including UGC, graphics, industry research, and more.

This approach helps build trust and confidence in our work for our clients, and we see ourselves as a valuable asset to their success. Several of our team members have even become shareholders in the businesses we partner with due to our shared commitment to success.

One of the ways we have maintained such a high retention rate is by offering a 100% guarantee on our services. We understand that our clients work with us because they trust that we will treat their business like it is our own and that our success is closely tied to their success. If they grow, we grow, and vice versa.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend were to visit me in Dallas, Texas, I would take them to all the gems. Being a local, there are several must see places to visit and experiences to have. Curating a three-day itinerary for Dallas is a challenge because there is so much the city has to offer, from its unique dining experiences to its rich history and landmarks.

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?
As a media director and a business owner, I want to give a big shoutout to my incredible family for always investing in my dreams and supporting me every step of the way. Without their unwavering love and encouragement, I wouldn’t be where I am today.

I also want to recognize and thank three of my colleagues, Hebert Huerta, Brian Medina and Domenique Comparetto, for believing in my unconventional and ambitious business ideas. As an entrepreneur, it can be tough to find people who share your vision and are willing to take risks with you. I’m grateful to have amazing colleagues, and their belief in me and my ideas has been a driving force in our success. The success really goes out to them, and I’m excited for all that we’ll accomplish together in the future.

Website: https://www.alteredstateprod.com/about

Instagram: https://www.instagram.com/alteredstateprod

Linkedin: https://www.linkedin.com/in/eddie-castillo-asp

Twitter: https://twitter.com/alteredstatedtx

Facebook: https://facebook.com/alteredstateprod

Yelp: https://www.yelp.com/biz/altered-state-productions-dallas

Youtube: https://www.youtube.com/channel/UC09ZY8gNL-w4VCQa9aQ8v6g

Other: https://www.semrush.com/agencies/altered-state-productions/

Image Credits
Altered State Productions

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