What consumers have to say about a brand is at the core of its identity, and Nebula Inc has highlighted the marketing lessons learned by a well-known make-up brand on how to generate conversations both on and offline.
Nebula Inc studies a recent survey which found that conversations had by consumers has a 19% impact on sales, which equates to between $7 billion and $10 billion in revenue. Offline, face-to-face discussions are responsible for just over half of this impact, with social media comments accounting for slightly less.
Nebula Inc.: http://www.nebulainc.co.uk/our-values/
The research also found that the type of conversations consumers are having offline is very different from those taking place online. But regardless of whether the discussion is taking place offline or online, we at Nebula Inc believe that what consumers are saying about a brand is at the very core of its identity.
Take the example of the make-up brand, Maybelline. Their integrated marketing strategy focuses on social media in a way that motivates consumers to talk about the brand offline too because if a brand’s marketing strategy fails to engage both online and offline communication, there misses a huge opportunity to increase sales. Nebula Inc is taking the example of Maybelline, and we argue that companies can learn specific marketing lessons from the well-known make-up brand.
Firstly, brands must give consumers something to talk about. Maybelline’s social strategy focusses on visual content creation with images designed in a way that encourages followers to share pictures and talk about the brand offline. What the brand is doing well, is creating visual content that is so compelling, consumers not only share the content, they frequently talk about it in-person with their friends and family.
Secondly, brands need to use an integrated marketing strategy. The example of Maybelline saw the brand partner with supermodel Gigi Hadid, but for brands with a much lower spending budget, integrated marketing strategies can include the use of direct marketing to increase the number of offline conversations. Outsourced agencies such as Nebula Inc provide their direct marketing services to brands looking to do just this.
Thirdly, brands need to harness the power of everyday influencers and realize that celebrities aren’t the only ones catching the consumers eye. Everyday influencers include the friends and family that customers speak to every day and share their views. Encouraging customers to share their experiences by posting reviews on social platforms also helps to generate conversations. We’re encouraging other businesses to make a name for themselves by putting customer care first.