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 “Tips to improve your marketing”

Tips to improve your marketing

Businesses invest a huge amount of capital on manufacturing, shipping, and research & development but often overlook marketing.

Marketing is at its most powerful when it is integrated. Consolidating your strategy with a cohesive, tailored message can produce stellar, demonstrable results.

To help you understand what’s needed for successful marketing, here’s some tips:

 Know your audience

Know who you’re trying to target, whether it’s a new audience or existing customers.

Develop your brand

Develop your branding and stick to it, adding consistency to your content and enabling people to develop brand recognition.

Have a defined strategy

Trying to get more engagement? Work out a way and try it. Trying to get more visits to your website? Start including more links with call to actions and after a month see whether it’s working.

Stick to your plan

If your plan is to post three times a week, make sure you stick to it. Not sticking to a plan will make your analytics a lot harder to analyse.

Give your audience what they want

Do you know from previous experience that your audience reacted well to a certain type of content? Duplicate it. Try and create this content as much as possible as this will be your trophy content.

Listen to the analytics

After a month of trialling your new strategy and plan, look at your analytics, see what worked best and keep creating it. Analytics is the best way to see what’s working, saving time and money.

Consistency

Once you know what’s working, stick to your plan and keep pushing out content. With time and consistency your following will build up and will pay dividends to your marketing analytics.

Get help if you need it

Not having any success? It could be time to consult with an agency which can help develop your strategy and run campaigns for you, leaving you to do what you do best, run your business.

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 “Why integrating business communications matters”

Why integrating business communications matters

Customers don’t think of brands in terms of digital marketing, advertising, PR or social media, so neither should you.  Successfully integrating these communication disciplines makes sure your brand messaging is consistently more effective.

Integrated comms is not easy though. It’s especially hard for smaller organisations where there’s less resource or expertise. At first glance it may seem that it requires four times the effort or budget to get results, but that’s not the case. Here’s how you can make your business comms strategy more effective:

Align goals

Find out from the senior management what the business objectives are for the year. Then plan how your marketing strategy can help achieve these goals. For instance, if the business wants to grow by 20%, understand if this is likely to happen by up selling, acquisition, market diversification or launching a new product etc. Visualise what business communication activities are most likely to support this desired goal in the year ahead.

Aligning the marketing strategy with business objectives may sound obvious, but its surprising how often the previous year’s marketing strategy gets repeated. Aligning goals brings clarity and focus to the marketing strategy.

Profile the customer 

Build a profile of your ideal customer. Speak with your customer service and sales staff to find out what your customers goals and challenges are and how your product/service solves them. If you’re unsure what challenges your customers face, then create a survey and ask them. Include in the profile demographic information so that you know what media and whose opinions your customers value. Use the customer challenges as topics or themes for your business communications plan for the year ahead.

Build an integrated content map

Customers transition through three phases before buying: awareness, consideration and decision-making. Using the customer challenges you have identified, envisage what content you can produce for each phase. For the awareness phase try to come up with ideas for content that are eye-catching, short and informative. For instance, an infographic, tips articles, a short advert or quote. The goal here is to reach your customer and impressive on them that your product/service is a possible solution to their problem.

For the consideration and decision-making phases you are looking to convert leads. This is where you can use elements of the marketing mix (price,product, promotion, placement) to communicate what is special and unique about your product/service. This type of content is typically longer to consume, more detailed and authoritative than the first phase, its vital that you provide evidence of the benefits that other customers have found from your brand.  Content formats include case studies, white papers, and survey findings, with special offers, discounts to help turn prospects into customers.

Overlay the 2018 calendar to spot seasonal opportunities and finalise your plan to product content that can be repurposed in terms of length and style for PR, digital, social, and advertising formats. If it can’t be used across the four disciplines, seriously consider the value of the exercise.

Use Automation to improve efficiency

The best integrated marketing strategies utilise automation tools to make sure they are regularly communicating with their stakeholders, not just when they publish fresh content.

Automation isn’t expensive or overly complex. Platforms like mailchimp offer basic automation for free. Consider setting up a series of emails which regularly talk to customers who have opted into your comms over a three-month period. Plot the emails and the content they deliver to mirror the buying life cycle. Older content could be quickly repurposed and added to email workstreams. Integrating email automation with opt-in leads captured from e-advertising on Facebook or from Gleam competitions can be a highly effective and constant stream of new business.

Automation doesn’t just apply to digital marketing. Set up Google trend and publication alerts to be kept informed on developments in your market. Understanding what and when journalists publish in your sector help you fine tune your PR outputs so that your business communications remain aligned and integrated.

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 “Intern Life At brookscomm!”

Intern Life At brookscomm!

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Ever wondered what life is like at brookscomm? Our latest PR and Digital Marketing intern Calum Ridgewell reveals all…

My time at brookscomm

As I’m a politics undergraduate, I am frequently asked “So, do you want to be an MP then?”. Whilst I absolutely love studying politics, a career in that field is not my calling!

However, it has influenced my preferred career path. Politics weaves its way into many disciplines, the world of Marketing and PR being one of them. After learning how imperative aspects such as branding, marketing and public relations are to political parties, I became intrigued in the workings, and found myself researching Marketing and PR career options.

Having established a keen interest in Marketing and PR, I decided the next step was to secure some real-life exposure, and the best way to do this was through a summer internship. My research led me to brookscomm, an integrated PR and digital marketing agency. After exploring what brookscomm has to offer and their work in action I quickly realised that this company was a leader in Surrey in the field of Marketing and PR, and this was where I wanted to kick-start my career.

After a great phone call with the Head of Operations Jo McKenzie, I was invited in to the brookscomm offices, to discuss my aims and what I could gain from the role. I was given a fantastic overview of the busy workings of brookscomm by Head of Marketing Michael Bull and Senior Marketing and PR Account Executive Nirvana Wright, and I walked away full of excitement to start my summer internship!

First Day at brookscomm

From the first day, I was made to feel incredibly welcome by all the team, and the friendly, productive atmosphere of the brookscomm office was a pleasure to work in. Even after the first few hours of being at brookscomm I felt like I had learned a lot, which was a great sign!

I thoroughly enjoyed all daily activities, finding each task rewarding and insightful. Nirvana taught me a great deal about social media management and creative content creation, and after being given some top tips I found myself creating engaging blogs, tweets and Facebook posts for clients! Additionally, Nirvana showed me the ropes on sourcing and pitching to journalists using a media database.

Putting into practise PR, Digital Marketing & Social Media

Senior PR Account Manager Alison Scarrott talked me through composing and sending effective press releases to journalists, which was very interesting and an area of PR I was keen on learning more about and Ali certainly taught me a lot!

Michael, a marketing expert, gave me a fantastic insight into digital marketing, learning about SEO, Facebook targeting ads and how to use e-mail marketing tools. Michael was more than happy to answer my (many) questions, and the exposure I gained has given me a solid grounding in digital marketing.

My other daily activities included searching for press coverage of clients, sourcing new business leads and opportunities through LinkedIn, as well as working around the areas of Marketing and PR Alison, Nirvana and Michael had taught me.

I enjoyed all the tasks I was set by the team and was made to feel I was genuinely contributing towards the business, which is very rewarding!

brookscomm Culture and Ethos

brookscomm is a fantastic place to gain valuable experience in Marketing and PR, and I am very grateful to the team for giving me the chance to broaden my skillset, learn valuable aspects of the Marketing and PR discipline and develop a stronger work ethic. The organisation of brookscomm was flawless, and the effort and care they dedicate to their clients was truly inspiring.

Following the internship, I feel I am ready for the Marketing and PR industry after graduation, brookscomm has given me a firm foundation and deeper understanding of the discipline. One day in the future when I am a successful Marketing and PR Director (can’t fault my ambition!), I will look back at my time at brookscomm as a key stepping stone.

We absolutely loved having Calum as our intern!

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 hello@brookscomm.com or call us on 01483 537 890. 

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

 

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Crisis Communications

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Be honest, authentic and appropriate in a crisis

Crisis management has been centre stage recently with the incident of a passenger being forcibly removed by aviation security officers from a United Airlines flight, with the incident filmed on mobiles.

Handling a communications crisis in an age where news travels in seconds is complicated.

The need for truth

Authenticity is key. A brand needs to be clear about its stance, goals and messaging, but what else should be considered when looking to put together a crisis management strategy?

Crisis strategy

Mandy Brooks gives some pointers:

  • Treat your customers well, as Stephen Waddington notes in response to the United Airlines fiasco. Do everything you can to avoid a crisis. Put your customers first. Be honest, authentic and appropriate.
  • Plan and have a clear strategy for dealing with a crisis. Model different scenarios, know who will respond and how. Know who won’t respond. Clarity and guidance are key.
  • There is a need to react and adapt instantly as events evolve. Have intelligence on your stakeholders. Know which are likely to respond with positive comment and monitor these who could be negative.

When dealing with any communications crisis, what sets you apart is how you plan and react to the situation, your crisis management skills and subsequent communication strategy.

A company or spokesperson should be available to comment, communicate often, be transparent, and honest. Mistakes occur but ensuring they are dealt with promptly and efficiently makes the difference.

At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of success in crisis management. We can help you in a crisis or boost your business so call us on 01483 537 890 or email michael@brookscomm.com

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