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L’Oréal on why other brands are using influencers the wrong way L’Oréal Paris has signed up five British beauty bloggers to create content on an ongoing basis as it looks to “craft a different type of relationship” when it comes to working with influencers. The brand’s self-proclaimed ‘beauty squad’, which has a combined reach of 5.5 million, will be revealing the brand’s latest products, creating “fun and engaging” content as well as attend key beauty events including London Fashion Week, Paris Fashion Week and Cannes Film Festival. Speaking to Marketing Week, L’Oréal’s UK general manager Adrien Koskas discusses how the brand is hoping to craft a new relationship working with influencers, how it looks to avoid consumer fatigue and why other brands get it so wrong. What was the strategic thinking behind this move?
Because Some Days You Just Want To Customize Your Pizza On A Giant Touchscreen Tabletop Technology is a wonderful thing. Chaotic Moon co-founder Ben Lamm says he “remembers when it was cool to go to Pizza Hut” with his family and play Ms. Pac-Man on the classic arcade table. It was with that nostalgia in mind that his development firm began working on building a way to bring back the sense of community and engagement that the pizza chain was known for.
Key trends for retail technology in 2015: the rise of hyper-personalisation This year, customer experience management will be mostly focused on customer personas, rather than portfolios. It is increasingly critical for retailers to innovate in terms of customer experience to keep shoppers engaged. Only by serving the changing needs, preferences and behaviour of the customer, will retailers and brands be able to meet today's hyper-connected consumers on their terms, across all channels of interaction. The rise of hyper-personalisation Internet Advertising The UK Internet advertising market is enjoying a period of rapid growth at present. The market has been boosted by the roll out of new technologies and services which have resulted in increasing numbers of people gaining access to superfast broadband and fourth-generation (4G) mobile network services. The take-up of smartphones — which are the most widely owned Internet-enabled device in the country — alongside laptops has also contributed greatly to the strength and growth of the sector. This has resulted in estimates for Internet advertising expenditure in 2015 being placed 12.6% higher than the figure for 2014, with Internet advertising sitting as the largest and most dynamic segment of the overall advertising industry in the UK.
Instagram Stories Puts the "See Now" In Fashion Week At the beginning of August this summer, Instagram launched "Stories," its Snapchat-like feature that allows for live, un-curated, off-the-cuff updates of every moment of users' lives, which disappear after 24-hours and won’t appear on their profiles. This gave the fashion crowd one month to get a hang of it before the Spring 2017 shows in September, when it was put to the test by influencers, models, editors, and brands — many of whom aren't on Snapchat or have minimal followings. The results were overwhelming, but perhaps in a good way. Foot Science / Retail Strategy, Packaging + Merchandising / DNA The Challenge Since their humble origins in the 1970s, Foot Science International (Foot Science) has grown into a major brand with distributors worldwide. With over thirty years of experience in treating pain and an increasing body of research supporting the benefits of custom-fitting orthotics, Formthotics™ inserts are trusted by medical professionals and patients around the world. The challenge was to grow beyond their current retail and medical product ranges, as well as grow into new categories and market. The key differentiator competitively needed to be amplified during the customer sales journey which meant leveraging their medical history, efficacy and IP across all products in their ranges.
In-store analytics: tracking real-world customers just like online shoppers: From this, retailers can determine 'hot' and 'cold' zones and, if necessary remodel the store layout to optimise sales opportunities. They can also better understand the level of product lift from shelves and stands. Secondly, it can help retailers know their customers through an understanding of the target market segment that buys which products, and when, and what influences their purchase. For managers of shopping centres and malls, being able to map footfall gives them information they can use to increase profitability and maximise rent for retail space. Foot traffic and shopper flow analysis can expose the routes shoppers take through the mall, which is very useful information for potential leasing customers, and also for the mall management team wanting to remodel to optimise visitor flow and maximise return visits, not to mention for the setting of price zones according to traffic level.
What the 90s meant: in with hedonism, out with believing in something “A shattered nation longs to care about stupid bullshit again,” read the Onion headline of 3 October, 2001. It was quite hard to be funny after 9/11, and most people didn’t try, but the satirical news service had been drilling away and, a month in, they hit it: a seam of truth that wasn’t pompous or vitriolic or self-pitying, and would have sounded self-flagellating were it not for the fact that it was true. All we cared about in the 90s was stupid bullshit. Plus ça change plus c’est la même chose, you may be thinking. Stupid bullshit is all we care about now. But it is not the same: the triviality of the subject matter – whether or not Britney Spears was a virgin, or Jason Donovan was gay, or Nicole Kidman was too tall for Tom Cruise – was only the beginning of a taut, scornful, determined rejection of seriousness.
Why Your Content Marketing Needs an Influencer Strategy Trust. As you’ve no doubt heard, it takes years to build, seconds to break and forever to repair. And that’s in terms of relationships among people. With corporations, it gets even trickier. There is, perhaps, no greater challenge in marketing than that of building brand trust. Pay growth beats inflation as jobless total falls, ONS says 12 November 2014Last updated at 05:33 ET UK unemployment fell by 115,000 between July and September to 1.96 million, according to the Office for National Statistics (ONS). It was the 18th consecutive fall in the total, the ONS said. Figures also showed that one measure of average earnings growth beat inflation for the first time in five years. The ONS said earnings excluding bonuses rose by 1.3% in the year to September, ahead of the 1.2% Consumer Prices Index inflation rate. Including bonuses, earnings rose by 1%.
Are beacons yesterday's retail technology? It seemed we were on the cusp of something big, unless, as was the case with QR and Foursquare, technology superseded instore beacons before they hit critical mass. Talk of how beacons, small Bluetooth-enabled transmitters in stores, will revolutionise proximity-based targeting of promotions has been in the air for at least two years now. We’ve even seen some action. Tesco began a beacon trial in April 2014 at its Chelmsford store, integrating the trial with its MyStore app. Madchester, grunge chic and Kate Moss: how the 90s shaped our world Early on in the new series of This is England, we see Lol working as a school dinner lady and dealing with her old friend Gadget, who has arrived to cadge a free lunch. He is dressed in a bucket hat and an oversized hoodie in colours so bright you want to turn down the contrast on your screen. You immediately know that we’re in 1990, the era of “Madchester” T-shirts, bowl cuts and centre partings, and ridiculously flared Joe Bloggs jeans. Decades rarely behave as we’d want them to, of course, falling neatly into 10-year segments to facilitate retrospectives. If we want to trace the roots of Gadget’s getup, we have to go back to the summer of 1988, when the acid house explosion turned the clubworld day-glo. Fuelled by a potent mix of house music, MDMA and a restless feeling that something needed to change, the scene swept across the clubs of London and Manchester like a tsunami, clearing out everything that had come before it.
Move Over Kardashians: Why Average Joes Are More Influential Than Celebrities on Social Media Who wouldn’t want Kim Kardashian and Kendall Jenner endorsing their product? The only problem is, you have to pay them more than $200,000 each for a single brand post. The traditional perspective of influencer marketing is that celebrities have more influence over audiences than others, and if they encourage people to get behind a product/service, brand affinity rises. But now there’s a new breed of stars – the average Joes – who in many cases have a good amount of social media influence, and don’t demand big pay checks.