Tag Archives: Chanel

Our survey says… more please!

7 Jan

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Welcome Prime Timers – to the first blog of the new year.

If you’re struggling with the thought of the five-day working week, then this blog probably won’t help. I’m going to get underneath the skin of a recent survey and debate the PR-Journalist-Consumer relationship. That’s right folks, we’re exploring a three-way relationship.

The Energy Saving Trust has commissioned a survey which reveals that more than half of consumers prefer to see advertising claims backed by facts and figures. A further 41% are more likely to believe ideas supported by a third party expert organisation.

‘This is interesting’ I hear you say. But you’ll be even more surprised when I say just 1% said celebrity endorsement would increase their product loyalty.

So, judging by this report, big brands such as Nike, Pepsi and L’Oreal should scrap Ashley Cole, Beyonce and Kirsten Dunst and re-invest their budget elsewhere, because apparently it doesn’t work!

PR
From a PR point of view, what avenue you go down to get coverage depends on who your target audience is. Top titles such as the Metro and the Daily Mail are packed with survey stories, but you can’t have a conversation with a lifestyle journalist without a celebrity partner as back up.

That’s because celebrities don’t just push product, they market an experience. Are the research respondents actually telling me that when they’re looking for trainers they’re turned on by Which? statistics rather than the thought of looking like a model?

Which sectors should prioritise stats?
1. Financial
2. Technology
3. Healthcare

Consumers
I’m not expecting consumers to believe everything celebrities say. We’re in the middle of a sponsorship era. Do well in youe field, you get offers. Lie, cheat or fail to perform and those offers are taken off the table. So, media savvy readers will know that celebs will agree with almost anything as long as it pays well. These endorsements are PR through and through.

In some cases, celebrities can’t even uphold an exclusive sponsorship deal. In the Evening Standard tonight I saw that in an interview with the Radio Times, actor Ben Miller has admitted to fancying Typhoo Tea opposed to PG tips. He’s rocked the boat and put his personal opinion above his cash cow.

Which sectors shouldn’t prioritise stats?
1. Fashion and beauty
2. Arts and culture
3. Media

Journalists
But, when it comes to securing coverage, it takes far longer to explain your headline stat and sample size, compared to uttering the words ‘Gwyneth Paltrow‘. And, more often than not, she adds more weight.

I’ve actually had a journalist put the phone down on me, not because he wasn’t interested in my pitch but because he simply didn’t believe the figures.

There’s a time and a place for numbers and percentages. When they’re unusual, fool-proof and complement the product or service, they sit well with all everyone involved. But, if in doubt, find someone who will communicate your messages without the hassle.

What do you prefer?

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Barbie heads to Selfridges for a makeover

6 Aug

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Barbie might have turned 54 this year, but she’s still got the looks to turn heads, thanks to department store Selfridges which has invited four designers to give her a makeover to celebrate its new concession in London.

Fred Butler, Nasir Mazhar and Sister by Sibling have designed four dolls – each which will become collectors’ items when sold in store later this year.

It’s a nice approach because although Barbie’s been transformed before – by the likes of Louis Vuitton, Christian Louboutin and Chanel – every makeover has a different personality. Although this time the whole campaign doesn’t have the ‘wow’ factor.

To add value to the launch, I would’ve liked Selfridges collaborate with Mattel to do the following:

1. Window shopping
I’m sure Selfridges will be using its iconic shop windows to house a creative and colourful display to draw attention to the fact that Barbie’s in town. But the brand could go one step further and commission life-sized Barbie mannequins to sit in the designers’ fashion houses to promote the partnership.

2. Competition time
Barbie’s one of the few brands whose popularity is multi-generational. To capitalise on this, I would’ve launched a competition for the public to design their own outfit for Barbie – even securing the backing of the London College of Fashion to guarantee entries.

The winning outfits could then be sold in store for dolls and fashionistas.

3. Catwalk models
To drum up interest about the new department, Selfridges could also host an in-store VIP party for fashion bloggers, journalists and industry influencers. With models taking to a catwalk wearing the limited edition Barbie collection; experts hosting make-up demonstrations; designers sharing fashion tips; and a special guest from Mattel to share Barbie’s story, there’s lots of content there raise awareness.

Anyone who’s anyone had a Barbie when they were growing up. She’s a global brand and there’s so much scope to establish an integrated marketing, PR and social media campaign to benefit both parties.

With the department here to stay, it doesn’t need to happen at once either – drip feeding the activity would ensure talk-ability about the campaign throughout the year.

Right, that’s Barbie sorted. How can I help you Ken?

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