0 comments on “Lush quits social media: smart or a stunt?”

Lush quits social media: smart or a stunt?

On Monday, the popular British cosmetics brand Lush announced on Twitter, Facebook and Instagram that they would be “switching up social”. The brand will be shutting down its LushUK accounts as well as Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla. This dramatic shift comes from the brand being “tired of fighting with algorithms” and that it does “not want to pay to appear in your newsfeed.”

Lush concluded its announcement by stating “This isn’t the end, it’s just the start of something new. #LushCommunity – see you there.”

It remains to be seen what impact this will have on the brand’s digital presence. Could this announcement simply be a headline grabbing tactic, or does it speak into the future power of influencer and community marketing over corporate messaging?

Controversial marketing

Lush hasn’t been a stranger to causing a stir with publicity tactics that push boundaries and provoke conflicting reactions in the past.

The particularly divisive “Live Demonstration” from 2012, where a performance artiste was subjected to animal laboratory tests in the shop window of Lush’s Regent Street branch, was a provocative move. Most would agree that the overall message of the campaign was positive, however, this graphic approach to the issue certainly ruffled a few feathers and had a memorable impact. Much like this move away from social media, it certainly goes against the grain.

Maintaining online influence

The term “#LushCommunity” appears to hint towards a new way for Lush customers to engage with one another and the brand itself. Through which platform is unclear, but maybe that’s the point – that the community isn’t confined by a platform, or indeed by role.

Lush has collaborated a lot with online influencers in the past and in distancing itself from social media in one sense, it’s likely the brand will put more time, money and effort into working with lifestyle influencers and online ambassadors to keep the brand alive online.

The brand has already been successful in this arena, largely via reciprocated content. There are large numbers of videos on YouTube of popular beauty, fashion and even family vloggers testing Lush products. Some of the most successful videos are Lush factory tours which have come about as a result of Lush inviting influencers to come down to its factory for a tour. The success of these videos may be a sign of content yet to come for the brand.

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Redefining community

The future of Lush’s communications strategy is unclear, other than the fact that it appears the brand is moving its engagement with consumers into a ‘community’, which will likely include vloggers and influential online ambassadors.

What is clear, however, is that Lush is on the front foot when it comes to making bold decisions in its marketing and communications strategy. This decision has already given them a lot of exposure, but it’s hard to tell whether this short-term win will translate into a long-term gamechanger. The bottom line is that Lush’s attempt to reshape the structure of online communications is relatively uncharted territory and worth keeping a close eye on.

#LushCommunity – see you…where?

Aaron Jackson – PR & Marketing Executive

At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of providing an integrated communications strategy. We can help you boost your business, email hello@brookscomm.com or call us on 01483 537 890. 

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0 comments on “How PR can be measured”

How PR can be measured

PR misconception

Unlike Marketing or Advertising, which have clear, measurable ‘tick-box’ outputs and results, PR is considered by many as ‘fluffy’. A common misconception is that it’s difficult to quantify and thus measure.

Often, people measure the financial equivalent cost of Advertising vs the earned media achieved. However, with the convergence of PR, Marketing and Advertising, there are a multitude of ways to measure the impact of PR.

It’s important to establish your key performance indicators, what tactics and tools you want to implement and the goals you want to achieve. Do you want to be considered as a thought leader or have your brand mentioned in the top ten UK technology oriented magazines and websites?

Demonstrating the success of positive earned media and return on investment can be achieved when you quantify the following:

Press clippings:

Track the number of times your press content is used in your target media to gauge success. However, it shouldn’t just be a numbers game. Try and focus your efforts on ensuring the targeted media outlets are read by your target audience.

Media Impressions:

It is importance to measure reach and brand exposure. A good media database can easily and effectively measure readership and website traffic unique views per month (UVM), which are independently verified. However, you should not take these statistics purely on face value.

Take the time to delve deeper into the engagement rates of online influencers. With the increasing use of bloggers and services such as Instagress, anyone, for a small fee, can easily and quickly ‘buy’ followers. Using these tactics to cheat algorithms and artificially increase followers is very misleading, undermining the influence of others who have built their following organically. Does the influencer have an engaged audience? Are followers actively discussing, sharing and buying the products or services the influencers are promoting?

Content:

Read all the press coverage achieved, as it will provide a clear overview of the positive, negative or neutral sentiment of the brand or product. Obviously, the more positive the coverage is, the more successful the PR efforts. If there are spelling mistakes or inaccuracies, don’t be afraid to contact a journalist or influencer to have the content rectified, to ensure it’s not ambiguous.

Click-Throughs:

Calculate the number of click-throughs gained from social media and blog posts. Monitor the website traffic to landing pages and general acquisition through Google Analytics, and delve into spikes in sales and whether they correlate to coverage or scheduled competitions. This will provide great insights and show return on investment. If you have high conversion rates and you know the coverage has increased sales, then the PR efforts have been worthwhile.

Social Media:

There are many social listening tools available which offer in-depth analysis on conversations involving your brand or product. Regardless of your budget, you should at the very least be monitoring brand and product mentions, general conversations, your brand advocates and influencers.

The value in PR is that you have a third party, trusted endorsement, which holds much more weight than a salesy, expensive advert. The reach achieved using PR can go above and beyond traditional marketing channels. However, an integrated combination of all three aspects of PR, Digital Marketing and Advertising will achieve optimum results.

At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of providing an integrated, measurable PR and Digital marketing strategy. We can help you boost your business. Email michael@brookscomm.com or call us on 01483 537 890. 

Follow us: Twitter @PRexpertsUK   Linkedin: brookscomm  Facebook: brookscomm Website: www.brookscomm.com

 

0 comments on “Advice On Creating Successful Events”

Advice On Creating Successful Events

Oscar Wilde (1)

We have held hundreds of media events for clients in differing industries over the past three decades. Here are some top tips for creating a successful event.

Visualise your goal

What do you want to achieve? Knowing and understanding what media coverage you want to gain helps you define your target audience, timescales, budget, impacting choice of venue and style of event. Do you want to create a buzz and raise awareness of a new product or service, improve media relations, increase coverage in a niche sector, or increase sales in a specific timeframe?

Research

Before finalising details of an event, ask yourself “Does this event clash with another? Could there be travel disruptions? Is the venue easy to access? Are the acoustics good?” Put yourself in the shoes of the journalists you are inviting. Will the choice of date and venue be appealing to your target media?

Focus on your audience

Do you want to attract niche or mass market media? The demographics of your desired audience and the platforms to which you want your content shared will decide the key influencers, bloggers and journalists you need to target. Along with invitations, provide detailed timings and story outline to the potential attendees.

Preparation is key

Do as much preparation before the event as possible. Ensure collateral e.g. banners, press releases, goody bags, name tags etc. are organised in advance. To reduce the possibility of technical glitches, check the WiFi and that the venue has the necessary equipment.

On the day

To maximise brand coverage across the media, ensure attendees are aware of any relevant hashtags. It’s important to ensure the venue is well lit to allow for photo opportunities. Make sure you connect with all attendees. Key influencers unable to attend are important, so you might be able to follow up with individual meetings with them. Taking an interest, knowing and understanding each journalist and blogger’s style, areas they cover and how they prefer to be contacted are important. This level of personalisation means that you are more likely to achieve success. Good relationships with journalists and bloggers make it more likely that they will want to work with you in future.

After the event

Journalists and bloggers are busy. Following up afterwards is vital, allowing journalists to ask questions and giving you relevant feedback for future events.

To summarise:

Establish your goals, conduct your research, prepare, maximise exposure and follow up.

Organising successful events, developing strong media relations and providing a high return on investment can be a daunting task. brookscomm has extensive knowledge and experience of co-ordinating events globally. Regardless of budget, we can introduce or increase awareness and media profile of your product or service, successfully attracting positive coverage in target publications.

Email: chaz@brookscomm.com or call us on 01483 537890.

Follow us @PRexpertsUK   Linkedin: brookscomm  Website: www.brookscomm.com