The importance of influencers in PR campaigns

Social media influencers are everywhere today, and subconsciously or not we are influenced by what they say. Followers trust what their favourite influencers say, so working with them is crucial to your marketing strategy for your PR campaigns. In fact, the influencer marketing industry is set to reach $16.4B (£13.5B) in 2022.*

What is an influencer?

Influencers, as you may have guessed, influence people via social media by sharing what they do in a day, what they may be buying and their hobbies, typically with a significant following. Not all influencers have millions of followers … nano and micro influencers, for instance, might have between 1,000 and 50,000 followers, whilst celebrity influencers, such as Kylie Jenner and Ariana Grande, will have hundreds of millions.

What do influencers add?

Companies will choose the influencers they want to work with based on their business goals. They may want to choose people who reflect their characteristics, such as a baby company wanting to collaborate with a mum; or a company may want to target its audience at an older or younger demographic. When done right, influencers can be the key to boosting a company and its profits.

Successful influencer campaigns

  • Daniel Wellington: In 2011, founder Filip Tysander used $15,000 to launch an influencer campaign on social media, which he now owes much of his success to. In a time when influencers were not everywhere you turned, Tysander took a chance on this new way of marketing, and it paid off. He would exchange a watch to micro influencers in return for a post featuring the watch, quoting the brand. Today, Daniel Wellington is worth an estimated $35.87 million** and partners with the likes of Hailey Bieber and Kendall Jenner.

 

  • Dunkin’ Donuts: 2020 saw the then most followed person on TikTok, Charli D’amelio, collaborate with Dunkin’ Donuts releasing a drink titled ‘The Charli’. Her 95 million followers responded extremely positively to the campaign, and over the next year, Dunkin’ held a competition on TikTok with the #dunkinmenucontest gaining 43.5 million views. Charli and Dunkin collaborated on merchandise that sold out and ‘The Charli Cold Foam’ was released. Since the first drink came out, 3/4 sales skyrocketed; there was a 57% increase in app downloads and a 20% increase in cold brew sales.*** This campaign also allowed Dunkin’ to expand their consumer base to teenagers and children.

 

  • Levi’s: In April last year, the brand worked with six celebrities/influencers, from rapper Jaden Smith to youtuber Emma Chamberlain to climate activist Xiye Bastide, in their ‘Buy Better, Wear Longer’ campaign. For Levi’s, the ad was ‘a call-to-action for Gen Zers, urging them to reuse, repurpose and reduce their consumer footprint.’**** The various industries the influencers came from, and their different supporters, brought a wide variety of potential new customers. After the first half of 2021, Levi’s profits were up 198% … yet another great example of influencer marketing.*****

 

The influencer marketing industry is rapidly growing, so if you are not using this strategy, it may worth your time of day!

Contact our team at Jennie Holland PR for a chat on how influencer marketing could work for your next project.

 

* https://influencermarketinghub.com/influencer-marketing-statistics/

** https://www.networthspot.com/danielwellington/net-worth/instagram/

***https://neoreach.com/the-charli/

****https://www.thedrum.com/news/2021/04/19/levi-s-enlists-jaden-smith-top-gen-z-influencers-first-global-campaign-3-years

*****https://www.forbes.com/sites/shelleykohan/2021/07/08/levi-profits-skyrocket-198-as-denim-trend-continues-to-evolve/?sh=37ef554f4b0d

We’re never too busy to tell you about new clients!

If you’re reading this and you work in marketing – we think you’ll probably be experiencing the same as us – work has suddenly become super busy!

In the swiftly dwindling weeks up to Christmas, we always experience a surge in activity as projects and campaigns need maximizing and completing before the festive break, and it’s certainly come upon us fast this year!

We are lucky to be working on a really varied blend of projects and even though we feel like we are running at a 100mph, we do it in a calm and composed manner – just as PR pros do.

We love to use the excuse ‘too busy’ to let our blog slide, but this one is all about new business wins so there is no excuse big enough not to share it.

We love working on new brands and really appreciate clients choosing our team as their digital PR partner – we get such a buzz from it and never take it for granted.

First up is fifth-generation family business Kerry’s Fresh. This wonderful, wholesome and highly successful company deliverers boxes of joy to you door. By joy we mean everything you could need for your big or small food shop, such as fresh fruit and vegetables, bakery and pantry items, meat, dairy products and much more … and they have been serving customers since 1885!

With no other packaging, aside from the boxes which are reusable, it’s a brand we are passionate about and we proud to be working with them in the digital PR and social media spaces.

Next up is Rototek, one of the UK’s biggest technical rotational moulding plastics businesses, which means the team at Rototek create over 100 different products ranging from sailing boats to water tanks, and bedside tables for the health service to bright red monsters! A rapidly growing and varied firm with plenty to shout about.

Last but not least is Sherwood Oak Homes, a residential property development firm invested in creating well-designed, spacious homes. We’ve just been appointed as its PR agency as construction work start on an impressive new development in Mansfield – which will bring 313 new homes to the market in 2022. We will be leading a media campaign on the development and delivering social media management of its platforms.

As an agency, we pride ourselves on having collectively over 40 years’ experience in multiple sectors such as property, food and drink, beauty, legal, heritage and more – and celebrate working with loyal, long-standing clients and new brands that like what we do.

What is Influencer Marketing: How can I use it to increase sales?

Whether you’ve been inspired to DIY your home, recreate a recipe or even purchase a new wardrobe, these days we are all pretty familiar with the power of being influenced and how it can subconsciously shape our spending habits and perception of brands and products.

From mummy bloggers to business experts and from tech bloggers to beauty vloggers, influencer marketing has become one of the fastest-growing online customer acquisition channels and is expected to hit £11 billion by 2022*.

Getting started with influencer marketing can seem daunting so we have created this guide to help.

Want to get started and see the incredible results influencer marketing can bring to your business but don’t want to go it alone? Contact us and we can guide you through this hugely impactful and exciting part of marketing.

What is influencer marketing?

In short, influencer marketing is a form of social media marketing which partners influencers and brands together. Being experts in their fields, influencers consistently interact with their dedicated social following through product reviews, brand endorsements and creating engaging content which is often personal life experiences. A recent survey showed that 80% of consumers have purchased something via an influencer recommendation* … the numbers speak for themselves and the opportunities of influencer marketing are endless.

How can it help my business?

  • High return on investment
  • Reaches target audiences
  • Builds trust with customers
  • Improves brand awareness
  • Encourages brand loyalty
  • Boosts audience engagement
  • Enriches brand content

Influencer costs

Influencer costs can vary widely. The question is not about whether you should or shouldn’t pay, but how. Some influencers are happy to receive gifting in exchange for a social posts or reviews and others require a budget, in which case some things to consider would be their previous campaign performance and standard influencer rates. Establishing these costs early on will save time later down the line.

How to create an influencer brief (your brief to the influencer you are going to work with)

First and foremost, when creating your brief, keep your goals in mind and don’t be afraid to get visual as this will be beneficial to your influencer when you reach out to them. Be sure to include important background information as well as campaign details.

How to find the right influencer

Now you are ready to set out on your influencer search. The best place to start is to ask yourself the following: Who are my target audiences and which influencers do my target audiences follow? Are these influencers truly ‘influential’? Do they have any conflicting campaigns or collaborations?

This will give you a clearer picture of the type of influencers you want to work with and if the partnership would be authentic.

Once you have collated your shortlist of influencers, take time to monitor how their community engages and responds to their content. Don’t shy away from asking for their engagement rates when you outreach, as this can often determine the success of your partnership.

How to measure influencer marketing success

Much like any strategy, measuring the success of your campaign is vital. Ensure you check the key analytics:

  • What was the reach?
  • How many likes did the content receive?
  • What was the sentiment of the comments?
  • How many saves did it achieve?

After this information has been gathered, it will provide a clear idea of the campaign’s overall performance and success.

The value of influencer marketing is undeniable and there has never been a better time to get started. Contact our team at Jennie Holland PR for a chat on how influencer marketing could work for your next project.

Sources

* https://digitalmarketinginstitute.com/blog/team-talk-how-influencer-marketing-is-changing-the-game

** https://startupbonsai.com/influencer-marketing-statistics/

Lockdown 3.0 and the property market – should the stamp duty holiday be extended?

Despite the uncertainty of the last few months, as well as the government announcing a third lockdown at the start of the year – the property market is one sector that remains strong and buoyant in a period of economic turbulence.

As PR specialists based in the East Midlands, we work with many clients across the country in the property and construction industry, keeping up to date with the latest market news and monitoring its overall performance and ups and downs, to ensure we provide the best service for our clients.

In 2020, chancellor Rishi Sunak announced a stamp duty holiday until 31 March 2021, its aim, to increase public demand for housing and help buyers cut some of the costs associated with getting onto the housing ladder. These efforts to boost the sale of properties during a difficult period proved to be much-needed fuel for the economy.

Moving house during lockdown
Image: www.pexels.com

During the changing lockdown restrictions and circumstances of 2020, the housing market initially suffered a slump during the second quarter when it came to a halt. Following the reopening of the market, pent-up demand saw house prices and sales rise rapidly as people looked to buy and sell quickly and take advantage of the time-limited stamp duty holiday in order to save money.

House prices have since seen a dramatic climb over the last few months – the highest ever in fact – with the average house price in the UK now at a record £253,374*.

As the March 2021 stamp duty holiday deadline looms closer, leading property experts and businesses are calling for the government to extend the holiday to take the third lockdown into account and further drive forward the market.

The positives of extending the incentive would benefit prospective homebuyers and the market as a whole, and given the current lockdown, an extension may be the slice of good news buyers need to take the plunge and complete house purchases.

Despite the housing market adopting a position of ‘business as usual’, the restrictions on staying at home mean that transactions are taking longer – with people unable to complete and submit paperwork quickly, and estate agents, brokers, solicitors and lenders working from home and having to adapt to new methods and practices to accommodate the demand from customers.

Therefore, an extension of the stamp duty holiday would ease some of this pressure, allowing more time for transactions to be completed.

Though there has been some criticism towards the stamp duty holiday, with experts claiming that it may have hindered some buyers from purchasing a home rather than helping them, there is no doubt that the incentive was always designed to be a temporary fix to bolster the market, which seems to have been effective on the whole.

As one of the biggest drivers of the economy, it is seen by many in the industry as vital that the government extends the scheme once more, as we potentially face many more months of national economic instability.

Jennie Holland PR has extensive experience and expertise working with dynamic companies in the property, construction and law industries, including FHP Living, G F Tomlinson, JMP Solicitors, Taggart Homes, ALB Group, Influence, Howard Ward Associates and Land & New Homes Network. We implement targeted PR and digital marketing strategies to bolster your brands online and offline presence; by securing articles with backlinks in high domain authority media and providing a result-driven social media management service.

We can help you become famous amongst your target audiences. Contact us today to start your new year PR journey and let’s meet those targets together in 2021.

*https://www.express.co.uk/finance/personalfinance/1381445/house-prices-rishi-sunak-extend-stamp-duty-deadline

Brand profiling in a pandemic

As a result of the pandemic, brands have had to become more resilient and forward-thinking, tweaking PR and communications strategies to ensure alignment with fast evolving consumer habits.

Whilst also focusing on the here and now, business owners need to be setting their sights on long-term security, and through well executed social media, PR and digital marketing, brands can better respond and communicate with audiences in these unprecedented times.

As we’re coming to the end of 2020 and looking to the new year, it’s more important than ever for brands to set sights on the future and ensure communications are strong. As PR professionals, we have shared key brand profiling considerations to help business owners adapt, survive and thrive.

Flexibility

There is a real emphasis on flexibility in terms of communications strategies, and planned content can change quickly, influenced by recent affairs. Consumers are looking for brands to be in tune with what is going on in the world and press and social content must reflect cultural and social issues.  To simply sell products and services is not enough anymore – consumers purchase with brands that are environmentally and socially conscious, so they feel happier when spending, so brand messaging needs to reflect this.

Shifts in consumer behaviour

With this shift in spending habits, consumers are now more open to exploring new brands, and value, quality and purpose are all key attributes that consumers look for. They are happy to move away from go-to brands, choosing alternative companies if they feel they are offered more. This change in consumer behaviour has opened up the market for brands to adjust reach and target key demographics.

Brand response

It has been found that around one in four social media posts now mention COVID-19, and consumers are really engaging with content geared to health, support and people. Creating more empathetic and impactful content is key to resonating with audiences, so tailor social and press materials to include relevant contextual topics.

Supporting the local community is also proving strong during the pandemic, with many pushing the ‘buy local’ and ‘support small’ initiatives. Brands that have successfully removed the outlook of ‘them vs us’ have done well during the pandemic, with consumers favouring the ‘all in this together’ approach, with real voices being heard.

Keeping consistent whilst acknowledging big shifts is also important for instilling trust in a brand. A strong and resilient company is one that a consumer can rely on at any point and brands that communicate with respect, clarity, honesty and consistency, will find consumers returning time and time again.

 

Contact us today at Jennie Holland PR – as your PR agency, we can adapt and implement new strategies, strengthening your brand and business.

Functions of social media for businesses

Having a presence on social media is VITAL for any business, and it’s becoming even more important in the modern age.

There was a time when social media was just for networking between friends. Now, it is arguably the biggest communication channel in the world. Updates can reach audiences in seconds, with user-created content making impressions across the globe.

For business owners, social media is a free online communications tool which should contain the most accessible and up to date information about your business.

Throughout the COVID-19 pandemic, social media has grown to be even more valuable for companies, as a first port of call for up to date information. How many of us headed to social media pages to check if businesses were open or looking active during lockdown?

Whether you own a B2C or B2B business, having a presence on social media is still vital to show current and potential clients what your business can do, what your brand represents and of course that your business is open for communication.

We’ve outlined some of the key functions of social media for businesses:

To build your reputation

Social media is a way to project your brand’s personality through short written updates. Using specific language and tones can indicate to others what your brand stands for and the kind of business you are – friendly and casual, or serious and professional.

As a customer service advisor

Potential customers looking for quick answers can communicate quickly and effectively by sending direct messages on social, or by commenting on the feed of a specific channel.

Through utilising the messenger and comment features of channels, you can interact quickly and efficiently with customers for better service.

An up to date image gallery

Posting regular images will give clients and customers a visual idea of your business. Post images of your office, team and offering to let people know what you are up to and how you are evolving.

Attracting talent

Social media can be a great way to show off your office culture, attracting potential future employees to the team. You can show people why your business is truly a great place to work and leave a good impression for when you are next recruiting.

To let people know you are modern and active

If you don’t post on social media regularly, it can be questioned as to whether your business is still operating. Ensure posting is frequent so you are always in your followers’ minds, and to show social visitors you are still up and running.

At the very least, try to have at least one active social channel to show people that you are a forward-thinking business that utilises modern technology.

Showing support

Social media is a good way to engage with others and show your support. Whether this is support for the local community, a charity, or other affiliated businesses. It’s a useful tool for networking and connecting with those who are important to your business.

Speak to us at Jennie Holland PR, we are an experienced and skilled social media management team who can put the above and so much more into place for you. We will guide you through it and bring your business real results.

Social media consumption post lockdown – what’s changed?

It’s been six months since the UK went into lockdown, and with so many people saving commuting time or being placed on Furlough Leave from their job, many of us had more free time than we have ever had before. The time spent on social media in the UK surged, with the average user spending four hours and two minutes a day scrolling through social media apps as a way to soak up free time.

Apps like Tik Tok are notorious for creating that casino slot machine lost time experience. It notably doesn’t have the time or a clock visible on the screen when using the app. Is this to ensure users lose track of time and continue to scroll through the infinite content? With increased screen time and saturation of content, many users are starting to pay close attention to how they are using social media platforms, to ensure that they are getting the most out of it without letting it take over their life.

What can brands learn from this and how can they ensure that their social media content is engaging and ethical?

Use trusted sources only

Users want credibility behind the posts and the content they are consuming. We all remember the misinformation and WhatsApp forwards that were circulated at the start of the pandemic – posts which stated that drinking lemon juice or taking hot baths could help fight off coronavirus – spread like wildfire across the internet. These were later ruled as false, misleading information. As a reaction to this, WhatsApp launched its ‘Coronavirus Information Hub’ in March 2020, which aimed to work alongside UNICEF UNDP, and WHO to tackle the spread of fake news and keep its global users informed about the pandemic.

Users want to know where the information they are consuming is coming from and whether they should believe it. When brands are posting content, it’s important they are from a trusted source or backed up by factual information as to not spread misinformation.

Take responsibility

Users are also taking time out from social media for mental health reasons. One of the more recent campaigns was the #digitaldetoxday on 5 September, where users announced to their followers that they would be taking 24 hours away from their screens to bring awareness to the way social media affects users’ mental health. The campaign was created by YouTuber, Zoe Sugg, mental health organisation #IAMWHOLE and Lush, to encourage users to reflect offline about how they live their lives online, and to introduce boundaries into their social media usage. Love Island presenter, Laura Whitmore, announced to her 1.2 million Instagram followers that she would be taking part in the campaign by taking a brief social media break to focus on herself.

The way users consume social media has changed dramatically over the last six months. Users are hyper-aware and expect truth and credibility when viewing posts. It is important that brands stay transparent when communicating with consumers and customers and are using social media platforms responsibly.

If you’d like help to ensure your social media channels remain engaging but credible, please get in touch with Jennie Holland PR.

PR campaigns need a 360-degree approach  

When it comes to planning your next impactful PR campaign, it goes without saying that you need to consider all aspects of your approach. PR is not just media relations; it encompasses all external communications, and with so many digital platforms available to share content on, and the impact and reach of these constantly evolving, your PR campaign needs to be managed strategically.

Some aspects of ‘traditional’ PR, for example press releases, are mainstays, but you are more likely to have a successful campaign if you implement aspects of digital PR alongside traditional efforts.

To get the best results for your campaigns, applying the PESO media model will help to ensure that any PR strategy implemented is covering all ground.

The acronym stands for Paid, Earned, Shared and Owned (PESO) media, and this framework is most beneficial when used as a planning tool to integrate different forms of media.

This framework was first introduced by Gini Dietrich, founder and CEO of marketing and communications firm, Arment Dietrich, in her 2014 book – Spin Sucks: Communication and Reputation Management in the Digital Age.

The PESO Model

Paid

Paid media is fast becoming a top feature of PR campaigns. This form of media uses; ambient advertising, sales promotion, PPC and SEO to place money behind the content to boost and control its distribution. When using paid media, it is important that you choose platforms to target according to the right audience, to yield the best results and avoid wasting your money.

You can monitor the average click through rate percentage and average cost per click to see if the advert is on track to achieve the objectives set at the beginning of the campaign. Selective and tailored messaging on platforms such as Facebook and Instagram will ensure that any messages resonate.

Earned

Earned media is a form of third-party endorsement. This can be achieved through more traditional media relations or through blogger and influencer relations. When used correctly, influencer marketing can generate 11x the ROI of traditional ads*.

The use of influencers can help your brand to reach new niche audiences with dedicated interests, while raising your profile across channels and platforms, in addition to many other benefits.

Shared

Shared media is also referred to as content marketing. It is centred around pushing content through social channels, but can also include affinity marketing, review sites and partnerships.

Affinity marketing is an aspect of PR that consists of a partnership between a company and an organisation that gathers persons sharing the same interests, to bring a greater consumer base to their services, products and opinions. A long-lasting relationship can be formed using this concept, in which both parties’ benefit. This can be rewarding especially during difficult times such as the COVID-19 pandemic.

Owned

Owned media describes any content and channel over which your company or organisation has complete control. It includes websites, publications, presentations, research, podcasts and webinars.

When used correctly, owned media channels can be successfully used to establish your company or organisation as thought leaders, whilst building long-term customer relationships.

At the centre of the PESO model is Authority. Optimised, shareable and engaging content should be a golden aim for any campaign alongside Google authorship.

The most successful PR campaigns have a tailored and strategic approach and utilising the relationship between all the media forms in the PESO model can ensure that your next PR campaign is launched with a foolproof strategy behind it.

Get in touch with us today to discover how your next PR campaign can reach its full potential.

*https://www.socialmediatoday.com/news/the-brand-value-of-influencer-marketing-in-2018-infographic/520810/

 

Entering the world of PR: what my first four months has taught me

 

Tamara Samuel at Jennie Holland PR in Nottingham

By Tamara Samuel

This month will mark four months since I embarked on my public relations journey and began my first professional job in the world of PR as an account executive at Jennie Holland PR.

I want to lend a little advice to those considering a career in PR by summarising a few things that I have learned during my first four months of working in the industry.

Believe in your abilities

Starting my first ‘big girl’ job has taught me how to have confidence in the skills I already possessed before starting. I began this role shortly after graduating from Nottingham Trent University and was excited but also a little nervous. I was eager to begin my career in the world of PR but slightly apprehensive about being new to everything public relations.

Little did I know that a lot of the skills I learned during university would be transferable into my PR role, even though I didn’t specifically have a public relations degree. I learned how to apply my skills to relevant scenarios in my current role.

Juggling essay deadlines, two part-time jobs and my extracurricular cheerleading activities unknowingly shaped me into a great multitasker, whilst fine-tuning my communication skills. These university experiences taught me how to prioritise my time which has been an incredibly useful skill for working in PR.

Every day is different

PR is a varied, exciting and fast-paced career choice. I love how each day is different from the last, my first four months have taught me how to be flexible and adaptable.

PR teams all have their own way of doing things and experiencing different agencies during my past internships strengthened my ability to adapt. From copywriting to researching to social media management, I gained the ability to juggle them all.

The smaller the agency the more varied the role. My agency is small which certainly has its perks, my work is never limited to one sector. I could be writing an architectural press release mid-morning then drafting social media posts for a legal client by lunch.

Don’t be afraid to ask questions

I was a little nervous on my first day when I first stepped into the JHPR office, but I had no reason to be. The team were all so helpful and welcoming from the very start. The PR industry has taught me that you never stop learning. Never be afraid to ask questions because you can gain a wealth of knowledge from the people around you and their experiences.

I have only been working in PR world for four months and I have already attended award ceremonies, team away days and networking events and have seen the team secure amazing pieces of media coverage for our clients, reaching an audience of 1.5 billion people in 2019 alone. I can’t wait to see what the future holds for my career in PR.

 

Thinking about a career in public relations? Chat to us today at hello@jenniehollandpr.com

Follow Tamara on Twitter @tamarasamuelpr

What are brand archetypes and why do they matter?

For business leaders, there has never before been so many resources available when it comes to shouting about your brand, products and services.

But in this competitive digital multiverse of content, social media platforms, celebrities and influencers, it is easy for your brand to become lost in all of the noise without a clear personality that shapes all of your online presence.

All brands have an identity – defining it depends on how you want to interact with your target audience, the products and services that your company offers and where your specialisms lie.

Do you sell advice, technology or something you’ve created?

Do you use specialist skills, rely on your industry contacts, or invest heavily in research and development to stay ahead of the competition?

How should consumers feel when they see or buy your product or service?

The answers to these questions are a good place to start when defining your brand’s personality – in the early 20th century, Swiss psychiatrist and psychoanalyst Carl Jung developed a list of universal brand archetypes that can be identified in all aspects of life, from our dreams and religions to our art and fairy tales.

Now, these brand archetypes have been adopted by advertising professionals all over the world as a way of visualising and summarising a brand’s identity, helping it to connect more effectively with the consumer.

Brands can fit broadly into one, sometimes two, of the following 12 Brand Archetypes:

  • The Innocent – pure, simple, trustworthy and safe

Example: Coca Cola

  • The Sage – wise, understanding and truth-seeking

Example: Trip Advisor

  • The Explorer – adventurous, free, ambitious and spiritual

Example: North Face

  • The Outlaw or Rebel – free-spirited, brave, agent of change and unconventional

Example: Virgin

  • The Magician – making dreams come true

Example: Disney

  • The Hero – determined, skilful and ruthless

Example: Nike

  • The Everyman – relatable, reliable, empathetic and connects with others

Example: PG Tips

  • The Jester – playful, joyful and carefree

Example: Paddy Power

  • The Lover – passionate, romantic and committed

Example: Chanel

  • The Caregiver or Nurturer – compassionate, generous and strong

Example: Johnson & Johnson

  • The Ruler – in control, confident, firm but fair

Example: Mercedes

  • The Creator – innovative, imaginative and expressive

Example: Lego

Which archetype best aligns with your company’s products, industry reputation and specialities?

Once you’ve decided, have a look at globally renowned brands and see what they are talking about on social media, on their website and in their adverts. You’ll begin to notice the consistencies and patterns in the language they use and the images they portray – and you can do the same with your brand’s online presence and marketing materials, to build an identity that your customers will come to recognise and trust.

Interested in learning more about our social media services? We can help. Get in touch with Jennie Holland PR for all things social on 0115 998 3048 or hello@jenniehollandpr.com