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Fashion icon Chiara Ferragni named the latest Global Brand Ambassador of Pantene

Fashion icon Chiara Ferragni named the latest Global Brand Ambassador of Pantene

by | Jan 5, 2017 | Influencer Marketing, Marketing

chiara ferragni pantene

Pantene has recruited top digital fashion icon and international trendsetter Chiara Ferragni as its new global brand ambassador.

Chiara’s partnership with Pantene marks her exciting venture into the world of beauty and she has written about it on her blog TheBlondSalad

Chiara says of the partnership: “I’m obsessed with my hair! I’ve always felt that when I have beautiful hair, I look and feel more beautiful – and stronger. When I was a teenager, I was fascinated by Pantene’s gorgeous ads and when I started travelling frequently I trusted it to look after my hair. So I’m thrilled to be Pantene’s latest ambassador because healthy hair helps me look and feel stronger and more beautiful.”

While she’s made her name in fashion, the Italian-born, LA based entrepreneur believes that hair elevates her overall look, stating: “It’s so much more than an accessory – hair inspires my look and completes it. The fact it can be so transformative gives me confidence – and now I can actually transform the health of my hair to keep it looking beautiful.”

Not only is Chiara’s the founder of the iconic fashion blog TheBlondSalad, she has a massive following of 5.4 million on Instagram and 266 thousand followers on Twitter  (@ChiaraFerragni). She is an ideal influencer for a fashion brand with her presence and followers on multiple platforms. She definitely meets all 3 R’s essential for Influencers: Relevance, Reach & Resonance.

You can  follow Chiara on Instagram at http://www.instagram.com/chiaraferragni  and her blog  http://www.theblondesalad.com

SOURCE :PR Newswire / Pantene

6 tips to create a Professional Profile

6 tips to create a Professional Profile

by | Jan 5, 2017 | Uncategorized, Marketing

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When I first joined Toastmasters I was faced with a challenge; I had to introduce (Icebreaker) myself to my club members in 4 to 6 minutes. I had to cram 4 decades of my life into a short speech!

This project (each speech is a project) aims to provide an individual, an opportunity to introduce himself or herself to the members of the club. This speech is meant to provide an insight and understanding of the not so obvious aspects of the new member to the club.

The speaker has the flexibility to focus on any aspect: occupation, ambitions or how he or she got over a particular crisis etc. At the end of a well thought through short speech, invariably the members of the audience feel they know the speaker better.

A professional profile serves a similar purpose. It is an absolute must for a professional as well as a business owner. This serves as a marketing tool which is meant to showcase the abilities, experience and skills of the individual to the world and can attract potential business. It can open up doors to many opportunities.

Below are 6 tips that can help you to write a professional profile

01

Keep it simple, stupid

Use simple, powerful, and descriptive language and avoid jargon.

A lengthy, pompous profile does not mean anything if it does not get your prospective clients/employer interested. Be succinct.

Focus on the skills that you have developed over the years, that are relevant to the job you are applying.

It is helps in your job search if your skills and work history are what recruiters are looking for.

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02

Awards & Recognitions

If you have exceptional achievements—for instance significantly increasing sales in your previous position—include those.

Quantifiable achievements are what convinces prospective employers how you can contribute to their company if they hire you.  

Remember to mention the awards and recognition you’ve received.  Usually, an award is an acknowledgement to your accomplishments.

 

03

Certifications & Memberships

Do you have a membership of the Press club or are a member of an industry body? A specialization or a skill? If so, mention it. Also, mention the certifications you have acquired. Needless to say that your qualifications are to be written.

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04

Career Path

Detail the business experience you have gained over the years. What did you do before you reached the current position? What were your accomplishments? Did you increase the revenue, reduce the overhead, build a new product line etc. for the company you worked for?

05

Personal accomplishments

Are there personal achievements that may not be connected to your corporate role; but adds a dimension to your character? Have you been an active member of the local charity? These attributes are to be highlighted in your profile. These are aspects that add strength to your profile.

 

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06

Update periodically

In today’s fast-paced life, your skills keep evolving, update your profile accordingly. Take a look at your profile at least once every six months to tweak it to make it current.

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You can also think about the following questions and add it to the profile to keep it fresh:

  • How long have you worked in an industry and does it make you a subject matter expert?
  • What impressive clients have you worked with and will they endorse you?
  • What are your values — why do you do what you do?

A well-written profile is a great marketing tool; use it to let people know who you are and what you can do.

Influencer Marketing Deciphered

Influencer Marketing Deciphered

by | Jan 5, 2017 | Influencer Marketing, Marketing

influencer marketing deciphered

The term ‘influencer marketing‘ is gaining popularity in India. Organisations both big & small are pursuing it with gusto. Every entrepreneur wants to practice it and every marketer has his/her take on the subject.

Let us look at the term Influence – dictionary.com defines it as ’ the capacity or power of persons or things to be a compelling force on or produce effects on the actions, behaviour, opinions, etc., of others’. Taking this concept further, we can deduce ‘influencer marketing’ to be the power of a person to influence the buying decision of others…

Assuming that an organisation wants to practice influencer marketing, they need to have access to these influencers.

01

So how can an organisation find these ‘influential’ people?

    • She can be an influential customer with a social media following and recommends your product or service when asked for one.
    •  He can be a blogger, analyst or a media person who writes about your industry. Introducing your product to such a person can lead to them write about your product or services.
    • He can be an academician who educates, speaks with authority to your target audience. Will you be able to get his buy in? Will you be able to show the value of your product and induce the passion into him?
    • She can be a social reformer, a TV anchor who talks about your product or service on national television.
    • He can even be the jury of an award committee!
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  • It could even be an erstwhile competitor who has failed to replicate the success and has grudgingly turned into an admirer of your product!
  • A loyal employee who refers his friends to the company as prospective employees.
  • She could be a dynamic channel partner who eats, sleeps and dreams about her business

Yes, these are brand advocates and promoters of your brand. Can they drive action? Sure, some of them can, and do.

Someone who has a loyal base of followers and is an authority due to their expertise or social standing can spread a good word about your business.

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02

Why will these influencers talk about the organisation?

“Character is like a tree and reputation its shadow. The shadow is what we think it is and the tree is the real thing.” ― Abraham Lincoln

Without the tree, how can there be a shadow? So it is essential to establish character and the shadow, in this case ― reputation will follow suit.  So whether it is a product or a service, the organisation needs to strive at perfecting it and keep delivering on the promise. Once the customer is satisfied with the product, he or she will invariably refer it to friends and family. The reputation will naturally start building.

 

Continuously providing the right kind of information to the influencers will keep them updated about the progress or advancement the product or service is doing. It will also help them to share it with their followers. Once the influencer is convinced and also has sufficient information, the next natural step is to speak, write, tweet about the organisation.

And voila! The network effect kicks in!

How Influence works in the real world!

How Influence works in the real world!

by | Jan 5, 2017 | Influencer Marketing

influence in real world
01

Seeding of the Need

Reduce clutter at home!  Every bookshelf in the house is overflowing! Where do you intend keeping them? asked the husband.

My younger son quipped Amma alone might have destroyed a whole forest!

I paused from my online search for a book by Jung Chang – Empress Dowager Cixi and looked warily at them.

The husband hurriedly said, Buy a Kindle, he continued, You will be able to store many books in a small device and no one will complain of clutter.

I am the kind who loved the feel of the book in my hand and was not too sure I will like the hand-held electronic device for reading books.

02

Reinforcement of the Need

The next morning during my walk, the topic about books came up and I narrated the incident. My walking partner nodded understandingly and said,  No Mangal, initially I too thought I won’t enjoy a Kindle, but I find it very convenient now. Why don’t you take a look at mine?

After the walk, we went over to her house and over a hot cup of Tea, I looked at her kindle and explored the features. She was someone with similar tastes

Some subjects have a strange tendency to keep coming up and the same week during an official trip back from Delhi, I noticed a kiosk which was featuring Kindle. My boss noticed the kiosk at the same time and to my astonishment walked over to it, to inquire if they have a cover. I looked at him accusingly and exclaimed Don’t tell me you bought one!

He sheepishly smiled and said, Yes, I bought one recently. My wife has been complaining about an overflowing bookshelf.  I find it useful, I have this habit of reading 2-3 books at a time and during my travel. With a Kindle, I don’t have the dilemma of deciding which one to carry.

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03

Influencer with Similar Needs

Now here was a person who was so much like me, I thought! I too had the same issue of reading multiple books and always struggled with which one to carry during my numerous travels.

Over the long wait at Terminal 3, I discussed the pros and cons of books versus an electronic reader with him. It was not as if he was thrilled with the product, but it suited most of his needs and that helped me make up my mind. I had been influenced without Amazon even knowing about it!

Like minded people are potential #Influencers – Tweet that

I had been influenced to buy a Kindle without Amazon even knowing about it!

The first thing I did that day after reaching home was to ask my husband to buy me a Kindle Paperwhite…

If we look closely at our customers we will surely be able to find some micro and macro influencers. Servicing them continuously and enabling them with shareable content will make the marketing effort of the company that much more scalable.

Call us for more information on Influencer Marketing.

Marketing Media Effect – How to use Paid, Owned and Earned Media

Marketing Media Effect – How to use Paid, Owned and Earned Media

by | Jan 5, 2017 | Influencer Marketing, Marketing

marketing media effect

Frequently used terms in marketing with regard to media – Paid, Owned & Earned. While each kind is required to create brand awareness, a combination of the 3 works best.

01

Paid Media

A straightforward explanation is where the media is paid for by the brand, whether traditional or digital advertisements, a sponsorship for an event, hoardings etc. These tools while expensive are in the control of the brand in terms of frequency, content and tone are concerned. The brand can decide to air the TV advertisement as many times as it sees fit, based on the budget.

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02

Owned media

These are tools which are created and maintained by the brand. Some of the examples are brochure, website, email campaigns and social media platforms like Facebook or Twitter. The cost of creating and maintaining these tools are moderate and the control is with the Brand. The Brand can be at its creative best to reach its targeted audiences through these.

03

Earned Media

This is probably the kind which needs most concerted effort and consistency while it is not very predictable. The best example of Earned media is customer speak, media mentions and WoM. Though it is referred to as ‘earned’ there is a cost involved, which is in terms of:

  1. Careful identification of the various influencers viz. media, bloggers, analysts, customers etc.
  2. The time & effort invested to build relations with them
  3. The effort invested to educate them by creating and seeding relevant and meaningful content
  4. Customer service to fulfil the promise made in the paid and owned media and also during the sales pitch.
  5. Ensuring consistent brand experiences across customer touch points

While earned media is the most important and effective kind it needs a concerted effort, patience and careful implementation of the paid & owned media. The underlying principle is the foundation of Influencer marketing and involves a deep understanding of what is relevant to one’s brand.

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In most small businesses the CEO also takes the ownership of marketing and due to stretched schedules, marketing takes a back seat. Having a fractional CMO will ensure consistency and focus, which will bring in best results.

However it is important to understand that CMO’s are not one man miracle workers, they will work with your marketing team, directing their efforts to get things done.

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