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. 

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

0 comments on “Beast from the East and agile PR”

Beast from the East and agile PR

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A structured communications strategy should be part of any business strategy and will help to achieve key business objectives.

Producing interesting content which resonates with target customers and other stakeholders should be part of this plan.  Published material gives huge credibility to a company and can establish key company spokespeople as experts in their field.

However, having a great plan is all very well, but to derive the best results, it is necessary to be flexible and take both a proactive and a reactive approach to what is produced and when. Responding to topical news events and having something useful and informative to say on the subject can be a great  way to get great results. You can keep ahead of the competition by producing quality content that journalists and bloggers will find useful and which enhances or elaborates on a breaking news story in the media.

Tackling the Beast from the East

Be pro-active with your reactive PR. Think ahead to what might happen and produce content ahead of the game. Take the Beast from The East for example!

We all know that the winter weather in the UK can be miserable. Back in February, snow was being forecast to hit the country in a big way. Along with one of our clients, a leading law firm, we produced a tips article on what people’s rights were if they were unable to reach work due to adverse weather. This served as an advice piece for employees and highlighted employer obligations to staff in the bad weather. This was issued to a targeted audience of business and consumer lifestyle publications and web sites just before the snow arrived. The timing of the article lead to huge interest and the results were amazing. Local press, national papers, specialist employment sites and even BBC radio all wanted to run the article.

Timely PR, boosted by social media, will increase the likelihood that you will reach and resonate with your target audience.

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. 

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

0 comments on “GDPR: The Implications for PR & marketing professionals”

GDPR: The Implications for PR & marketing professionals

GDPR (1)

GDPR & the implications for PR & marketing professionals

Are you ready? Are you scared or fully prepared? The GDPR deadline may seem like a long way off, officially coming into effect from May 2018 for Europe. However, there is no time like the present to ensure you are fully versed with the legalities, implications and best practise to avoid brand damaging fines for breaching GDPR rules.

The General Data Protection Regulation (GDPR) will replace the current Data Protection Act 1998, setting an even higher standard of consent protocols and data regulation. It’s sole purpose is to ensure that data and personal information is protected and not misused or passed on to other organisations without consent. Although such data is currently  freely available and accessible (on contact sections of websites for instance), these new measures prioritise individual’s privacy, the methods in which information is gathered, used stored and destroyed, with the ‘right to be forgotten‘ principle.

New opportunities and challenges arise for SMEs

GDPR isn’t just about data protection. Ensuring that customer data is a priority will create more opportunities for PR and marketing professionals to strengthen the relationships with customers, by engaging them with value-driven, insightful content which informs, educates and amuses. Being honest and transparent in digital communications will be essential going forwards.

The strategy behind generating prospecting lists for sales and marketing efforts will need to change as a result of GDPR. It will be harder and more expensive to promote your business to new, prospective customers if you are a start-up or SME, especially if you have a limited advertising budget. It will put larger corporations, who can afford to increase their ad spend and use different advertising tactics at an advantage. Yet, expensive ad campaigns targeting the masses could potentially be wasteful if the adverts are not relevant to customers wants and needs. Also, consumers may inadvertently pay more because of GDPR, as company’s look to increase prices to cover the cost of greater ad spend.

The Drum reports that the fine for breaching GDPR alone would force 17% of UK companies out of business. Therefore, taking a proactive approach and ensuring your organisation is GDPR compliant will mitigate the risk of being fined.

Personalisation & data

A brand needs data-rich insight to fulfill a personalised ad experience to a consumer or to offer content and services that provide value and are useful. Without this data, a company’s lack of customer insight and tailoring of the wrong types of content could frustrate customers and weaken the connection. Keeping customers in the conversation always and providing valuable, personalised insights & updates will overcome this issue, encouraging  customers to become brand advocates.

While it is imperative to be planning towards next May’s GDPR deadline, it’s worth knowing that the regulations are yet to be finalised. The Direct Marketing Association (DMA) are currently seeking clarification on a few aspects and are requesting amendments.

There is a plethora of information available, we advise the best place to seek specific information and to avoid confusion is to visit the official Data Commissioners Office website.

 

 

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

1 comment on “Blink and you won’t miss it!”

Blink and you won’t miss it!

Blink branded items next to Xmas tree

On a chilly November morning, a selection of top IT and Tech journalists braved the elements to join us at the UK launch event for the Blink Home Security & Monitoring system.

Held in the private dining room at the prestigious Ivy restaurant in London, brookscomm’s Media Director, Chaz Brooks welcomed the guests and introduced Blink’s executives. Supported with Blink branded promotional merchandise and press sample products, the scene was set for the Blink team to present an overview of how the company has rapidly grown to become a leading provider of Home Security & Monitoring Technology.

Effective and affordable piece of mind

Blink Home Security cameraThey detailed why many homeowners are put off from buying security systems due to the perception that they are expensive, require specialist installation involving drilling and unsightly cables.  Blink is helping consumers to overcome these challenges with a competitively priced, wireless system.

There was a live product demonstration, showing the journalists and guests how versatile and user-friendly the system is. The Blink executives went on to detail its key features:

  • HD video capture with built-in motion detector; when motion detector is triggered, the cameras will send an alert to your smart phone and record a short clip of the event to the cloud
  • Totally wire-free; powered by 2 AA Lithium batteries (included) and data is sent over Wi-Fi
  • Simple self-install in minutes; easy control with the included iOS & Android apps
  • Check back in on any Blink camera in real-time with “Live View” streaming mode
  • No monthly fees or service contract!

Blink team demonstrate the system
A Q&A session followed the presentation with a very pleasant lunch, as befitting the Ivy, rounding off the day’s activities.

The Blink systems are now available to buy at the Amazon UK store, to find out more about Blink, read the UK launch press release or visit: www.blinkforhome.co.uk

 

0 comments on “Surrey’s latest chartered PR practitioner!”

Surrey’s latest chartered PR practitioner!

Chartered CIPR PractitionerI was delighted to learn recently that as an accredited practitioner who has kept up my CPD I was able to attend a Chartership day and get Chartered. I recently completed the Masters Level Diplomas in PR and internal communications which gave me confidence to put myself forward for the assessment – but must admit when the preparation work arrived and as the day got nearer, the nerves started to kick in. It is that on the spot aspect of assessment, a bit like a French oral test or a driving test, which is particularly challenging. But nothing ventured I thought….

The day itself was equally interesting and rigorous. Five of us per group in three 90 minute sessions on leadership, strategy and ethics. It definitely wasn’t for the unprepared. We had a case study to review ready for discussion and then the topic was widened to get our opinions and our own examples from Practise. Not everyone passed on the day but there is the opportunity to go back a second time and retry.

Those of us who were successful really felt as though we had achieved something high level. It was great to meet a variety of senior, interesting professionals from all areas of the PR industry and really committed assessors who put us through our paces. I hope to stay in touch and continue the conversation with all of them.

More than that, it felt fantastic that as an industry we have evolved the services that we offer so that we are more accountable and what we do is more measurable – more than ever, we have to prove ourselves and achieve measurable success. We are not perfect of course – there is always more to learn and develop. We need to keep listening to the changing needs of our clients and develop our skills and competencies and share experiences. We are challenged more but the role of a PR Practitioner is more interesting and more rewarding than ever.

Mandy Brooks MCIPR certificateTo all Fellow Practitioners, when you’re ready, definitely get Chartered and to all clients and potential clients looking forward to sharing the benefits with you and to inviting you to our 21 year birthday celebrations soon……..