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BLACKPINK & Cotton On Collabs: Winning & winning less

on stage

In the world of business collaborations, partnerships are often forged with the aim of mutual benefit. However, the balance of benefits isn’t always equal. In this case, let’s delve deeper into the collaboration between the iconic K-pop group BLACKPINK and Cotton On, a popular Australian fashion retailer. We’ll assess who’s winning and who’s winning less in this collaboration that has captured the attention of both the fashion and music worlds.

concert

The “Gives” of Both Sides

YG Entertainment (BLACKPINK’s Manager)

In this collaboration, YG Entertainment, the agency that manages BLACKPINK, brings much more to the table than just the branding of the immensely popular K-pop group. It’s crucial to recognize that YG Entertainment has invested years in training, nurturing, and promoting BLACKPINK. The agency has played a pivotal role in shaping BLACKPINK’s image and global appeal.

Beyond branding, YG Entertainment’s investment includes extensive training, grooming, and the production of hit songs and music videos. BLACKPINK’s rise to stardom is the result of meticulous planning and resource allocation by YG Entertainment. Therefore, their contribution to this collaboration goes beyond mere branding—it’s the culmination of years of hard work and financial investment.

Cotton On

On the other side of the partnership, Cotton On provides its expertise in manufacturing and retail knowledge. While this may not seem as glamorous as the world of entertainment, it’s a crucial component of the fashion industry. Cotton On’s role involves manufacturing the BLACKPINK merchandise, managing the production process, and overseeing logistics.

Additionally, Cotton On brings its retail expertise to the table. This includes managing in-store foot traffic, visual merchandising, and creating an appealing in-store experience. Cotton On’s contribution extends far beyond merely producing clothing; it encompasses the end-to-end retail process.

on stage

The “Gains” of Both Sides

YG Entertainment

From YG Entertainment’s perspective, this collaboration likely translates into a substantial financial gain. This aligns with the typical business model of artist agencies in the entertainment industry. These agencies invest in the training, development, and promotion of artists and then reap the rewards when those artists achieve stardom.

In the case of BLACKPINK, the group’s immense popularity not only results in concert ticket sales and music streaming revenue but also opens the doors to lucrative collaborations like the one with Cotton On. This financial gain is often a primary motivation for artist agencies, and it explains why artists often sign lengthy contracts with their management.

Cotton On

Cotton On’s gains from this collaboration are not limited to revenue generated from product sales, although that is undoubtedly a significant aspect. More importantly, Cotton On stands to benefit from a substantial increase in in-store foot traffic and brand visibility.

When BLACKPINK merchandise is released in Cotton On stores or online, it tends to generate considerable hype and excitement among fans. This anticipation often leads to lines forming outside of stores, creating a sense of “hunger marketing.” Passersby, curious about the buzz, are drawn into the stores, even if they weren’t initially planning to shop. This influx of potential customers presents a golden opportunity for Cotton On to showcase its broader product offerings and potentially convert casual shoppers into loyal customers.

Smart Logistic Arrangements

Cotton On’s strategic decision to release BLACKPINK merchandise one day before the group’s concerts is a testament to the careful planning behind this collaboration. While this tight schedule demands additional logistics and in-store arrangements, it leverages the phenomenon of fans eagerly lining up outside stores.

These lines of excited fans create a sense of urgency and exclusivity, drawing in even more shoppers. The buzz and anticipation generated by these lines not only lead to increased merchandise sales but also elevate the overall shopping experience. It’s a savvy marketing move that maximises the impact of the collaboration.

fans

The advantages of collaboration

Collaboration is a powerful and multifaceted approach that brings several benefits to individuals, organisations, and even entire industries. Here are some of the key advantages of collaboration:

Enhanced Creativity and Innovation

Collaboration often involves individuals with diverse backgrounds, skills, and perspectives coming together to solve problems or create something new. This diversity of thought and expertise fosters a fertile ground for creativity and innovation. By pooling their knowledge and experiences, collaborators can generate fresh ideas and novel solutions that may not have been possible in isolation.

Diverse Perspectives

Collaborative teams typically consist of individuals with different backgrounds, cultures, and experiences. This diversity of perspectives can lead to well-rounded decision-making and problem-solving. It helps to avoid groupthink and encourages critical evaluation of ideas from various angles.

Resource Sharing

Collaboration allows for the sharing of resources, whether they are physical assets, technology, or intellectual property. This can lead to cost savings and more efficient resource utilisation. Organisations can pool their resources to achieve common goals or access capabilities that they may not possess individually.

Risk Mitigation

When organisations collaborate, they can share risks and responsibilities. If one party encounters challenges or setbacks, others can step in to provide support or alternative solutions. This risk-sharing aspect of collaboration can be particularly valuable in complex projects or ventures.

Increased Market Reach

Collaborations can expand market reach and access new customer segments. By partnering with complementary businesses or individuals, organisations can tap into existing networks and customer bases. This can lead to increased sales, brand exposure, and market penetration.

Collaboration offers a wide range of benefits, from fostering creativity and innovation to enhancing efficiency, expanding knowledge, and mitigating risks. Whether at the individual, organisational, or industry level, collaboration is a strategic tool that can drive growth, competitiveness, and success.

The Ultimate Winner

In this collaboration between BLACKPINK and Cotton On, it’s clear that Cotton On emerges as the ultimate winner. While YG Entertainment undoubtedly benefits financially, this collaboration is just one part of the revenue generated from its artists. For Cotton On, on the other hand, this collaboration represents not only a boost in product sales but also a strategic realignment of its brand with the target audience from its product pricing strategy.

This partnership allows Cotton On to tap into the immense popularity of BLACKPINK, attracting a younger, trend-conscious demographic to its stores. It’s a win-win for both sides, but the transformational impact on Cotton On’s brand and customer base makes it the standout victor in this collaboration.

In the world of business collaborations, each party brings its unique strengths to the table, and success often hinges on how effectively those strengths are leveraged. In the case of BLACKPINK and Cotton On, the collaboration has proven to be a strategic masterstroke for both parties, with Cotton On reaping significant benefits while adding a dash of K-pop glamour to its brand.

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Why Small Businesses Should Embrace Marketing Agencies

women pointing at sticky notes

In today’s dynamic and fiercely competitive business landscape, small businesses face a multitude of challenges when it comes to carving out their niche and reaching their target audience. While the entrepreneurial spirit and innovation drive these enterprises, the sheer scale and complexity of modern marketing can often feel overwhelming. This is where marketing agencies step in as the unsung heroes of small business growth and success.

In this article, we delve into the invaluable benefits of enlisting the expertise of a marketing agency for small businesses. From navigating the ever-evolving digital landscape to harnessing the power of strategic campaigns, we’ll explore how these partnerships can be a game-changer for small businesses looking to thrive in a competitive world.

group of people looking at whiteboard

Access to expertise and experience of marketing agencies

Marketing expertise and experience are crucial for small businesses. The marketing landscape has become increasingly complex, with the rise of digital platforms and data-driven strategies. Knowledgeable marketing professionals understand these complexities, enabling small businesses to make informed decisions and effectively reach their target audience. This expertise ensures that the right message is delivered to the right people at the right time.

Experienced marketers can also help small businesses allocate their limited resources wisely. They can identify cost-effective strategies that maximize results and avoid wasting resources on ineffective channels or campaigns. This efficient resource management is vital for small businesses looking to make the most of their budgets and drive growth.

Marketing experts bring the ability to adapt to changing trends and consumer behaviours. They stay up-to-date with industry shifts and can adjust strategies accordingly. This agility is essential for small businesses to remain competitive and relevant in the ever-evolving marketplace. In summary, marketing expertise and experience empower small businesses to make strategic decisions, optimize resource allocation, and adapt to dynamic market conditions, ultimately contributing to their growth and success.

Hiring in-house marketing staff can be worthwhile for some small businesses, especially if they have ongoing and diverse marketing needs, a sufficient budget, and a long-term growth strategy that requires dedicated personnel. However, it’s important to carefully assess your specific situation, budget constraints, and the expertise required to determine whether hiring in-house staff or outsourcing to a marketing agency or freelancers is the best choice. Many small businesses find a combination of in-house and outsourced marketing resources to be the most effective approach.

seo tools on laptop

Access to technology and tools from marketing agencies

Marketing agencies can significantly benefit small businesses by providing access to advanced technology and tools that may otherwise be out of reach. These tools are essential in today’s digital marketing landscape, where data-driven strategies and efficient automation play a critical role in success.

Marketing agencies often invest in a wide range of marketing software and technologies as part of their operational infrastructure. These tools can encompass everything from analytics platforms and customer relationship management (CRM) systems to email marketing software and social media management tools. By partnering with an agency, small businesses gain direct access to these tools without the need for separate investments, which can be costly and challenging to manage for smaller enterprises.

Agencies also typically have expertise in using these technologies effectively. They have trained professionals who know how to leverage the features and capabilities of these tools to craft tailored marketing campaigns, track performance, and optimize strategies. For small businesses, this expertise is invaluable, as it ensures that they not only have access to the tools but also the knowledge to use them optimally to achieve their marketing objectives.

woman checking time

Cost and time savings from using marketing agencies

Marketing agencies bring a wealth of expertise and experience to the table. Small businesses often have limited time and resources to explore and experiment with various marketing strategies. Agencies, on the other hand, have professionals who are well-versed in different aspects of marketing, from digital advertising to content creation and social media management. This expertise ensures that marketing campaigns are planned and executed efficiently, with a higher likelihood of success. Small businesses can avoid the time-consuming trial-and-error process and costly mistakes that can come from DIY marketing efforts.

Furthermore, marketing agencies have streamlined processes and established workflows. They can hit the ground running, quickly implementing marketing strategies without the need for extensive onboarding or training. This rapid deployment not only saves time but also ensures that marketing campaigns are launched in a timely manner, seizing opportunities in a dynamic marketplace.

Cost-effectiveness is another key advantage of marketing agencies for small businesses. When small businesses attempt to handle marketing in-house, they often face expenses related to hiring, training, and equipping an in-house marketing team. In contrast, agencies offer a more budget-friendly approach. Small businesses can access a full spectrum of marketing services, from strategy development to campaign execution, without the overhead costs associated with hiring and managing an internal team. This cost efficiency allows small businesses to allocate their limited resources more strategically and maximize their return on investment (ROI).

Conclusion

Marketing agencies can bring a substantial advantage to small businesses. But an effective partnership between small businesses and marketing agencies requires effective communication. A hybrid marketing approach often brings better results.

Looking for a marketing agency? Speak with The Comma Creative to learn more.

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How to use the mere exposure effect on retargeting ads?

target

In the dynamic landscape of digital marketing, the concept of the mere exposure effect stands as a pivotal principle that can significantly amplify customers’ positive perceptions. This phenomenon, deeply rooted in psychology, asserts that people tend to develop a preference for something simply due to the sheer frequency of their exposure to it, regardless of how brief or fleeting that exposure might be.

typing on laptop

The mere exposure effect explained

The mere exposure effect is a psychological phenomenon that describes the tendency for people to develop a preference for things they are exposed to repeatedly. In other words, the more familiar we become with something, the more we tend to like it, even if we initially had no particular preference for it.

This effect was first studied by psychologist Robert Zajonc in the 1960s. He conducted experiments where participants were exposed to a series of stimuli, such as images or sounds, multiple times. Over time, participants began to express a preference for the stimuli they had seen or heard more frequently. This preference could apply to a wide range of things, including people, places, objects, or even abstract concepts.

The mere exposure effect has several important implications. First, it suggests that familiarity can lead to liking, which can influence our choices and behaviours. For example, we may be more inclined to choose a brand of cereal we’ve seen advertised frequently, or we may feel more comfortable around people we’ve interacted with regularly.

Second, the mere exposure effect highlights the role of subconscious processes in shaping our preferences. Often, we are not consciously aware of the exposure or the influence it has on our feelings and attitudes. This effect operates at a subtle, automatic level.

retargeting

Introduction to mere exposure effect in marketing

Delving into the intricacies of the mere exposure effect unveils its profound implications for the realm of digital marketing. At the forefront of leveraging this effect stands retargeting—a sophisticated strategy that involves displaying advertisements to individuals who have previously interacted with a brand. This strategic approach capitalizes on the familiarity built through initial engagement, paving the way for enhanced brand affinity and potentially influencing purchase decisions.

A noteworthy study conducted in 2007 casts light on the potency of the mere exposure effect in the digital advertising realm. In this experiment, researchers tasked students with reading an article that subtly integrated digital camera advertisements. Following this exposure, the students were presented with a set of ads for evaluation. Strikingly, even though the students did not explicitly recall encountering the ads during their initial reading, they rated the digital camera advertisements more favorably compared to ads they had not been previously exposed to. This underlines the subtle yet impactful influence that repeated exposure can exert on individuals’ perceptions and preferences.

Moreover, an intriguing discovery emerged from the research: readers exhibit a remarkable level of tolerance for the same advertisements. Contrary to conventional assumptions regarding “wear-out effects,” wherein repeated exposure might lead to diminished engagement, the study found that even after encountering an advertisement up to 20 times, the wear-out effects did not significantly kick in. This resilience against ad fatigue suggests that digital marketers can strategically deploy retargeting campaigns with confidence, knowing that a well-crafted strategy can maintain its efficacy even with sustained exposure.

woman and man discussing

Applying mere exposure effect in digital advertising

Applying the mere exposure effect within the realm of digital advertising necessitates a meticulous approach. Practically every major digital advertising platform offers retargeting capabilities, allowing businesses to harness the power of familiarity. The process begins with the establishment of a tailored audience segment—comprising users who have previously visited the brand’s website or engaged with its advertisements. This audience serves as the foundation for the retargeting campaign.

To maximize the impact of the campaign, experts recommend infusing regular variations into the advertisements. By introducing fresh creative elements, messaging, or even formats, marketers can prevent stagnation and ensure continued engagement. Moreover, embracing a strategic duality of high- and low-attention marketing campaigns holds great potential. While high-attention campaigns aim to captivate users with innovative and attention-grabbing content, low-attention campaigns provide a subtle reminder of the brand’s presence without overwhelming the audience.

In conclusion, the symbiotic relationship between the mere exposure effect and retargeting in the realm of digital marketing presents a compelling avenue for businesses to foster positive customer perceptions and deepen brand engagement. By harnessing the psychology of familiarity and strategically implementing retargeting campaigns, companies can position themselves to resonate more effectively with their target audiences, ultimately influencing purchase behaviour and cultivating long-lasting brand loyalty.

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CMO of Fenty Beauty explains the brand’s marketing strategy

doing makeup

Sandy Saputo, Chief Marketing Officer of Fenty Beauty, wrote “The first time we showed the campaign trailer, [we] got very emotional.” The Fenty Beauty campaign is the first-ever global beauty campaign that featured underrepresented and underserved women and cultures. The campaign ended up being named one of Time Magazine’s best inventions of 2017.

Fenty’s founder, Rihanna, set the vision of “Beauty for All.” So the brand launched 40 shades of foundation at the start and expanded to 50 shades. Every shade is crafted so women can find themselves in the brand and feel included.

To make Fenty Beauty available to women everywhere at the same time, the brand worked with over 500 companies to launch the brand in 17 countries and was ready to ship to 137 countries. The goal? Every woman can equally access beauty.

Although Fenty is an inclusive brand, the brand never uses the word “inclusive” in any of its promotional materials. For Fenty, inclusive is not a marketing keyword, it’s a value that everyone embraces.

Fenty Beauty’s brand strategy has had a transformative impact on the cosmetic industry. While other brands have since recognized the need to cater to underrepresented women, Fenty Beauty led the way by demonstrating how to authentically connect with these demographics. They not only identified a gap but also showed the industry how to create and run inclusive campaigns that are culturally relevant and relatable to customers from all backgrounds.

Fenty Beauty’s inclusive marketing approach is a remarkable example of how a brand can redefine an industry by embracing diversity and prioritising inclusivity. Their commitment to emotional engagement, global accessibility, and authenticity in promoting inclusivity sets them apart as a trailblazer in the beauty industry. By focusing on values rather than marketing keywords, Fenty Beauty has successfully created a beauty brand that resonates with people from diverse backgrounds and cultures, making “Beauty for All” a reality.

doing makeup

What is inclusive marketing?

Inclusive marketing refers to the mention of love, family, safety, opportunity and other universal values to encourage resonance in the audience. Thus, the audience will feel valued by the brand and consider its product, service or experience.

One of the defining features of Fenty Beauty’s marketing strategy is its unwavering commitment to inclusivity. Under the leadership of the Chief Marketing Officer (CMO), Fenty Beauty has redefined the beauty industry’s standards by championing diversity, celebrating individuality, and fostering a sense of belonging for all consumers.

Diverse Shade Range

Fenty Beauty made waves in the beauty industry by launching a foundation line with an extensive and diverse shade range from the very beginning. This was a groundbreaking move that catered to a wide spectrum of skin tones, from the palest to the deepest. By acknowledging that beauty is not one-size-fits-all, Fenty Beauty immediately positioned itself as a brand for everyone, regardless of their ethnicity or skin colour.

different shades of foundation

Representation in Campaigns

Inclusive marketing goes beyond product development; it extends to how a brand represents its customers. Fenty Beauty has consistently featured models and ambassadors from various racial backgrounds, sizes, and genders in their advertising campaigns. This choice not only reflects the brand’s commitment to diversity but also allows consumers to see themselves represented in the beauty industry, fostering a deeper emotional connection with the brand.

Listening to the Community

Fenty Beauty actively listens to its customers and responds to their needs. Through social media and other channels, they encourage open dialogue and feedback from their audience. This approach allows the brand to adapt and evolve its product offerings and marketing strategies based on real consumer insights, ensuring that it remains inclusive and relevant.

Collaborations with Diverse Influencers

The brand has also collaborated with a range of beauty influencers and makeup artists who represent a wide spectrum of backgrounds. These collaborations not only bring unique perspectives to the table but also emphasise that beauty knows no boundaries.

Accessibility

Inclusivity also extends to accessibility. Fenty Beauty has made its products available in numerous countries and regions, striving to ensure that everyone can access their products, irrespective of their location.

Transparency

Fenty Beauty is transparent about its commitment to inclusivity, and this transparency is key to building trust with its audience. By openly discussing their efforts to cater to all consumers, they create a sense of authenticity that resonates with customers who appreciate brands that are genuinely inclusive.

eye makeup

Integration into the marketing strategy

Inclusive marketing isn’t just a buzzword for Fenty Beauty; it’s a fundamental part of their brand identity and marketing strategy. By recognizing and celebrating the diverse beauty of their customers, the CMO and the brand as a whole have successfully created a movement that has had a profound impact on the beauty industry, encouraging other brands to follow suit. Inclusive marketing isn’t just about selling products; it’s about empowering and embracing individuals and making them feel seen and valued, and Fenty Beauty excels in this regard.

As we delve deeper into the brand’s marketing strategy, it becomes clear that inclusivity isn’t just a checkbox but a guiding principle that influences every aspect of its approach, from product development to advertising and beyond. In doing so, Fenty Beauty sets an example for other brands, proving that embracing diversity isn’t just a moral imperative; it’s a smart business move that can lead to tremendous success and customer loyalty.

Fenty Beauty’s marketing strategy has pioneered the way for inclusive marketing in the beauty industry. Their unwavering dedication to diversity and representation has not only set them apart but has also reshaped the industry’s standards. By focusing on inclusivity, Fenty Beauty has created a beauty empire that truly celebrates the uniqueness of every individual, redefining what beauty means in the 21st century.

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Influencer with 2.6 Million Followers Failed to Sell 36 T-shirts?

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In the world of digital influence, numbers can be deceiving. Arii, an influencer with a staggering 2.6 million followers, experienced a startling reality check when her venture to sell T-shirts took an unexpected turn, resulting in only 36 units sold. This conversion rate, a mere 0.00018%, sent shockwaves through the influencer community and raised questions about the efficacy of sheer follower count in the world of influencer marketing.

The Disconnect Between Likes and Commitment

At first, Arii’s endeavour seemed promising, buoyed by the unwavering support of her followers. Her posts were showered with tens of thousands of likes and hundreds of comments, painting the picture of a successful venture. However, the reality of financial commitment proved to be a different story. The disparity between digital engagement (likes and comments) and actual sales served as a stark reminder that while social media engagement may come easily, translating it into tangible sales can be a formidable challenge.

scrolling instagram

Factors Contributing to Arii’s Misfortune

Several factors played a role in Arii’s unfortunate outcome:

Lack of Brand Identity

Arii’s promotion of ERA, the T-shirt brand, was hindered by a lack of substantial information about the brand’s identity. This factor played a crucial role in the low sales numbers.

  • Missing Brand Story: Arii’s posts lacked storytelling elements that could have conveyed the essence of ERA. Effective influencer marketing often involves not just showcasing a product but also narrating the brand’s story, its mission, values, and what sets it apart from competitors.
  • Unclear Value Proposition: Potential customers who viewed Arii’s posts may have been left wondering why they should be interested in ERA’s T-shirts. What was unique about these T-shirts? Why should they consider purchasing them? A clear value proposition was missing.
  • Call to Action (CTA) Absence: Encouraging users to take a specific action, such as visiting the brand’s website or making a purchase, was seemingly absent in Arii’s posts. Including a compelling CTA can guide followers toward the desired action.

Mismatches in Style

Arii’s personal style, as showcased in her previous posts and content, typically leaned towards form-fitting, waist-cut clothing. However, ERA’s T-shirt designs represented a different aesthetic—baggy and cosy. This style mismatch played a role in the lack of resonance with her audience.

  • Incongruence with Audience Expectations: Arii’s followers had grown accustomed to her specific fashion sense, and the sudden deviation from her usual style may have felt incongruent and disconnected. Such a deviation can confuse and even alienate the audience.
  • Importance of Authenticity: Authenticity is a critical element in influencer marketing. Followers often expect influencers to authentically align with the brands and products they promote. A mismatch in style can erode the authenticity of the endorsement.

Simplicity of the Offerings

ERA’s product line consisted of straightforward T-shirts with the word “ERA” emblazoned on them. The simplicity of the offerings could have contributed to the lack of interest from Arii’s followers.

  • Limited Product Appeal: The T-shirts, while possibly of good quality, may not have offered a unique or compelling value proposition that resonated with Arii’s followers. Without a clear differentiator, followers may not have seen a compelling reason to make a purchase.
  • Visual Appeal: Visual elements play a significant role in influencer marketing. The design of the T-shirts, as well as how they were presented, may not have been visually engaging or captivating enough to prompt followers to take action.
  • Product Messaging: The messaging around the T-shirts may not have effectively communicated why they were worth buying. Effective influencer marketing often involves providing followers with specific reasons to consider a product.

The Shift Towards Value Alignment

In the current influencer marketing landscape, the emphasis is shifting away from follower counts as the sole metric of success. Brands are recognizing that true influence goes beyond numbers—it lies in the alignment of values within the influencer community. Even influencers with a billion followers may be ineffective if their community engagement is lacking.

woman hold a cup while using laptop

Strategic Influencer Partnerships

In today’s influencer marketing landscape, brands are adopting a more strategic approach to forming partnerships with influencers. This shift is driven by the recognition that a successful influencer collaboration goes beyond superficial metrics and requires a deeper understanding of both the influencer and their audience. Here are key aspects of strategic influencer partnerships:

  1. Scrutinising Historical Posts: Brands now carefully examine an influencer’s historical posts and content to assess their alignment with the brand’s values and image. This proactive step helps identify any past content or associations that could potentially generate negative public relations or conflicts of interest. It’s a way to ensure that the influencer’s track record aligns with the brand’s goals and values.
  2. Depth of Engagement: Beyond follower counts, brands are interested in the depth of engagement within an influencer’s follower community. Metrics such as likes, comments, shares, and the overall interaction rate provide insights into how actively engaged an influencer’s audience is. A highly engaged audience is more likely to respond positively to endorsements and recommendations.
  3. Influencer Responsiveness: Responsiveness is a valuable trait for influencers. Brands seek influencers who actively engage with their followers, respond to comments, and maintain open communication. This not only enhances the authenticity of the influencer’s recommendations but also fosters a sense of community and trust among followers.
  4. Extent of Post Saves: The number of times an influencer’s content is saved or bookmarked by their followers is an indicator of content value and relevance. When followers save a post, it often signifies an intention to revisit or take action, such as making a purchase. Brands consider this metric as it reflects the long-term impact of influencer content.
video recording

The Cautionary Tale of Arii

Arii’s experience serves as a cautionary tale for both influencers and brands in the influencer marketing realm. Her struggle to sell T-shirts despite a large follower count underscores the importance of looking beyond mere numbers. It highlights that follower counts alone do not guarantee success in influencer marketing.

Going Beyond Surface-Level Metrics

Successful influencer marketing now hinges on several critical factors:

  • Genuine Engagement: Brands value influencers who can foster genuine engagement and meaningful interactions with their audience. Authenticity and sincerity in these engagements often lead to better conversion rates.
  • Value Alignment: Influencers should align with a brand’s values and goals. A seamless alignment ensures that endorsements feel natural and resonate with the influencer’s audience.
  • Strategic Partnerships: Brands are seeking long-term and strategic partnerships with influencers who are committed to their brand and can help shape the brand’s narrative over time.
  • Measuring Impact: Brands are investing in tools and strategies to measure the real impact of influencer collaborations, going beyond vanity metrics to track conversions, brand sentiment, and ROI.

Adapting to a Changing Landscape

In a landscape where authenticity and commitment are paramount, both influencers and brands need to adapt to these evolving dynamics. This adaptation involves building relationships based on trust, transparency, and shared values, ultimately resulting in influencer marketing campaigns that resonate with audiences and drive meaningful results. The influencer marketing game is evolving, and those who recognize and embrace this shift are poised for success in the modern digital landscape.

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What can be learnt from Aēsop’s record-breaking acquisition?

ladies doing shopping

On 5 April 2023, LO’réal announced the acquisition of the Australian cosmetic brand Aēsop at $2.5 billion Australian dollar, which is the highest acquisition amount in LO’réal’s history.

Founded in 1987, Aēsop attracted countless customers with its minimalist packaging, indulgent scents and luxurious feeling of its products, helping the company to reach a year-on-year 30-40% growth.

The strategy and operation of Aēsop have key learnings for businesses:

  1. Product development
  2. In-store experience
  3. Promotion
  4. Staff management

Limited product releases and customer-centric product development

ladies doing shopping

Aēsop is a brand that places paramount importance on developing products that genuinely cater to the needs of its discerning customers. Rather than pursuing rapid expansion of its product line, the company focuses its attention on the meticulous development of its offerings. Although Aēsop incorporates a range of plant-based ingredients, it does not position itself as exclusively “natural,” as it also incorporates man-made components into its formulations.

One of Aēsop’s strategic approaches to product development is its deliberate decision to introduce only four new products annually. This strategic choice underscores the brand’s unwavering commitment to prioritizing quality over quantity. By limiting the number of new products introduced each year, Aēsop ensures that every item is carefully selected and meticulously crafted to meet specific customer needs and preferences.

At the heart of Aēsop’s limited product releases lies a deep commitment to addressing the genuine needs of its customer base. Rather than chasing fleeting trends or expanding its product line haphazardly, the company conducts thorough market research and actively listens to customer feedback. This process allows Aēsop to identify areas where its products can provide real value and practical solutions.

Aēsop’s restrained approach to product development also serves to uphold the luxurious image associated with its brand. By refraining from inundating the market with an overwhelming array of choices, the company can channel its resources into perfecting the formulation, packaging, and presentation of each product. This dedication reinforces the premium image that Aēsop strives to maintain.

One notable aspect of Aēsop’s product philosophy is its balanced use of both natural and man-made ingredients. While the brand incorporates numerous plant-based elements, it refrains from exclusively branding itself as “natural.” This approach allows Aēsop to harness the benefits of both natural and scientifically derived ingredients, showcasing a commitment to efficacy while still appealing to consumers seeking a harmonious blend of nature and science.

Aēsop’s commitment to limiting new product releases also plays a pivotal role in maintaining stringent quality control. Each product undergoes extensive testing and refinement to ensure it consistently meets the brand’s exacting standards. This dedication to quality fosters trust among consumers, who can rely on the consistent performance of Aēsop products.

In a skincare and cosmetics industry often characterized by constant product launches and marketing gimmicks, Aēsop stands out through its measured and deliberate approach to product development. This approach underscores the brand’s dedication to substance over hype, appealing to discerning consumers seeking authenticity and practical solutions.

Moreover, Aēsop’s limited product range aligns with its sustainability goals. This approach allows the company to take a more considered approach to sourcing and packaging, thereby reducing waste and environmental impact. This sustainability angle resonates with eco-conscious consumers and further enhances the brand’s reputation as a responsible and conscientious player in the industry.

Innovative In-Store Experience at Aēsop

shopping centre

Aēsop’s approach to store design is a testament to its commitment to creating unique and immersive retail experiences. Unlike many brands that adopt a one-size-fits-all approach, Aēsop takes great care to tailor the design of each store to its specific location, incorporating local characteristics and history. This meticulous attention to detail not only adds a layer of authenticity to each store but also creates a sense of connection between the brand and the community it serves.

For instance, the Bondi store artfully repurposes timber from wharves to fashion wave-like walls, seamlessly blending the natural surroundings with the store’s interior. Meanwhile, the Singapore store boasts an “upside-down” forest ceiling, adding a whimsical touch that pays homage to the city’s lush greenery. These design choices go beyond aesthetics; they tell a story and convey the brand’s narrative, reinforcing its commitment to cultural appreciation and community engagement.

Aēsop’s stores are not merely places to shop; they are immersive environments that engage the senses. Natural materials, subtle lighting, and carefully curated scents create a sensory experience that aligns perfectly with the brand’s values of quality and luxury. The result is an atmosphere that invites customers to explore, ask questions, and interact with staff, fostering meaningful connections and a deeper understanding of the brand’s products and ethos.

In a competitive cosmetics and skincare industry where products can often appear indistinguishable, Aēsop’s innovative in-store experiences serve as a crucial point of differentiation. Customers are more likely to remember and return to stores that offer a memorable and unique encounter. These positive encounters not only contribute to customer loyalty but also lead to customers becoming brand advocates, sharing their experiences with friends and family and bolstering the brand’s reputation.

Aēsop’s approach to in-store design is more than just a visual aesthetic; it is an integral part of its brand identity. The physical spaces themselves become an extension of the brand, consistently reinforcing its values and aesthetics across different locations. This consistency makes it easier for customers to recognize and connect with Aēsop, regardless of where they encounter the brand.

Furthermore, Aēsop’s incorporation of local characteristics in its store designs fosters a sense of community connection. Customers are more likely to feel a sense of loyalty and pride when they perceive that a brand respects and appreciates their local culture. This community connection strengthens the bond between Aēsop and its customers, creating a mutually beneficial relationship that extends beyond the products themselves. In essence, Aēsop’s approach to in-store design is a testament to its commitment to creating meaningful, authentic, and lasting connections with its customers and the communities it serves.

sales helping client

Never discounts

Aēsop’s approach to pricing and brand promotion underscores its unwavering confidence in the quality and value of its products. One notable aspect of this confidence is the brand’s decision to abstain from offering discounts. By maintaining price integrity, Aēsop communicates a clear message to its customers: its products consistently merit their original price, a testament to their enduring quality and worth.

Rather than relying on discounts to attract customers, Aēsop invests in creating exceptional in-store experiences. Each of their stores is meticulously designed to provide a sensory and immersive environment that perfectly aligns with the brand’s core values of luxury and quality. Here, customers are not mere shoppers; they are active participants in a memorable brand experience that goes beyond the transaction.

A strategic distribution strategy also plays a pivotal role in Aēsop’s brand positioning. The brand carefully selects the locations of its stores, aiming to maintain an aura of exclusivity and sophistication. This deliberate choice enhances the perceived value of Aēsop’s products, ensuring they remain associated with high-end and desirable destinations, further strengthening the brand’s allure.

Aēsop’s partnerships with luxury hotels and restaurants are another facet of its brand strategy. These collaborations are not arbitrary; they are part of a well-thought-out strategy to align the brand with upscale, quality-oriented establishments. This association serves to reinforce Aēsop’s core values and resonates with consumers who appreciate and seek out such refined experiences. It also provides Aēsop with access to a relevant and discerning audience.

Beyond business partnerships, Aēsop demonstrates its commitment to cultural appreciation through its support for arts and design events. This investment in creative initiatives not only enriches the communities the brand serves but also reinforces its identity as a patron of culture and sophistication. By actively participating in these cultural endeavours, Aēsop not only strengthens its connection with customers but also communicates its dedication to the broader values of art, design, and creativity.

Employees are brand ambassadors

Aēsop’s remarkable success can be largely attributed to its meticulous approach to employee training and brand alignment, which plays a pivotal role in shaping the company’s identity and customer relationships.

Central to this approach is the systematic training programs that Aēsop invests in for all its employees, irrespective of their specific roles within the organization. These programs are thoughtfully crafted to immerse employees in the company’s core values, mission, and extensive product line. This comprehensive training ensures that each staff member possesses a profound understanding of what the brand signifies and the exceptional experience it aspires to offer customers. This educational journey covers various facets, ranging from in-depth product knowledge to honing exceptional customer service techniques.

Through this rigorous training regimen, Aēsop cultivates a workforce that not only comprehends the brand but is genuinely passionate about it, along with an encyclopedic knowledge of its products. This passion and expertise translate into employees who are not just salespeople but also trusted advisors. They can provide unparalleled customer service, address inquiries with precision, and offer product recommendations that align seamlessly with individual customer needs.

Furthermore, well-trained employees serve as the bedrock for consistent brand messaging. They become the voice of the brand, ensuring that every customer interaction echoes the brand’s image and values consistently. This uniformity fosters trust and loyalty among customers who appreciate the reliability and authenticity of their interactions.

Aēsop doesn’t merely view its employees as staff members but as brand ambassadors. This perspective profoundly influences how these employees engage with customers. When employees perceive themselves as representatives of the brand, they take ownership and immense pride in their role. This sense of commitment prompts them to go the extra mile in creating positive and memorable experiences for customers. Whether it’s offering personalized recommendations, dispensing valuable skincare advice, or simply engaging in friendly conversations, these ambassadors contribute significantly to nurturing customer relationships.

In line with Aēsop’s customer-centric philosophy, employees who are aligned with the brand’s values are naturally inclined to adopt a customer-first approach. Their focus extends beyond immediate sales to prioritize long-term customer satisfaction and the cultivation of enduring relationships. This approach often results in repeat business and the powerful impact of word-of-mouth referrals, further solidifying the brand’s reputation.

Finally, Aēsop’s commitment to employee training extends to creating a feedback loop within the organization. Employees are encouraged to share insights and feedback gathered during their interactions with customers. This invaluable information serves as a wellspring of knowledge for refining products, enhancing customer experiences, and making strategic business decisions that consistently elevate the brand.

Looking to implement the above in your business?

The Comma Creative offers marketing consultation and a range of other marketing services, such as marketing strategy and search engine optimization, to help businesses grow. Contact us for more.

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Colour Psychology in Branding: How Colours Influence Consumer Perception

colour block

Colour is a fundamental aspect of human perception and communication. It plays a critical role in branding and marketing, where first impressions of customers are formed. Beyond being a visual aid, colours have the power to convey emotions, feelings, and experiences. When it comes to branding, choosing the right colour scheme is paramount, as it can significantly impact how customers perceive and engage with a brand. In this comprehensive exploration, we delve deep into the meanings and associations of various colours and their implications for brands, providing valuable insights for businesses seeking to establish a strong brand identity.

Red: The Colour of Passion and Attention

Red is a vibrant and attention-grabbing colour that signifies a range of emotions and qualities. It is often associated with:

  • Passion: Red is the colour of intense emotions, making it a popular choice for brands aiming to evoke feelings of passion, love, and excitement. For instance, brands like Coca-Cola and Ferrari use red to ignite a sense of desire and enthusiasm in their consumers.
  • Importance: Red is also associated with importance and urgency. This makes it suitable for brands that want to command attention and convey a message of significance. For example, the “Sale” signs in retail stores often use red to draw immediate attention to special offers.
  • Anger: On the flip side, red can also symbolise anger and hostility. Brands should exercise caution when using red in contexts where a calming effect is desired.

Orange: The Colour of Playfulness and Energy

Orange is a warm and inviting colour that exudes playfulness, vitality, and friendliness. It is often linked to:

  • Playfulness: Orange is a colour that encourages fun and a lighthearted attitude. Brands targeting younger audiences or promoting leisure activities may use orange to create a playful image. Nickelodeon is a prime example, using orange to convey a sense of joy and entertainment.
  • Vitality: Orange is invigorating and energising, making it a suitable choice for brands that want to promote a lively and dynamic image. Fanta, for instance, uses orange to emphasise the zest and effervescence of its products.
  • Friendliness: With its warm and welcoming nature, orange can also evoke feelings of friendliness and approachability. Brands like Home Depot use orange to create a sense of trust and helpfulness.

Yellow: The Colour of Optimism and Attention

Yellow is a bright and cheerful colour that is associated with happiness, youth, and optimism. However, it can also be attention-grabbing and convey affordability. Key associations include:

  • Happiness: Yellow is often used to evoke a sense of joy and positivity. Brands that aim to promote happiness and optimism may incorporate yellow into their logos and designs. McDonald’s, known for its iconic golden arches, uses yellow to create a cheerful and welcoming atmosphere.
  • Youth: Yellow is youthful and energetic, making it suitable for brands targeting a younger demographic. Brands like Snapchat and Post-it use yellow to connect with a youthful and creative audience.
  • Attention-Grabbing: Yellow’s brightness and vibrancy make it highly noticeable. This quality can be advantageous for brands that want to grab consumers’ attention quickly. Brands in the retail industry, such as IKEA, utilize yellow to highlight their affordable and accessible offerings.
green forest

Green: The Colour of Growth and Nature

Green is a colour closely associated with nature, stability, prosperity, and growth. It conveys a sense of balance and harmony and is often linked to:

  • Stability: Green is a colour of stability and reliability. Brands in the financial sector, like Bank of America, use green to instil trust and confidence in their customers.
  • Prosperity: Green is also associated with prosperity and wealth, making it an ideal choice for financial institutions and investment firms. Brands like American Express incorporate green to signify financial success and security.
  • Growth: The colour green symbolises growth, both in terms of personal development and environmental sustainability. Brands such as Whole Foods Market emphasise their commitment to nature and healthy living by using green in their branding.
  • Connection to Nature: Green’s association with nature aligns it with eco-friendliness and sustainability. Companies like Starbucks, which emphasise their use of ethically sourced ingredients, utilise green to convey a sense of environmental responsibility.

Light Blue: The Colour of Tranquility and Trust

Light blue is a soothing and calming colour that exudes tranquillity, trust, and openness. It can also symbolise innocence. Notable associations include:

  • Tranquillity: Light blue has a calming effect and is often used to create a sense of peace and serenity. Airlines like Delta and social media platforms like Facebook employ light blue to promote a feeling of relaxation and trust when travelling or sharing information online.
  • Trust: Blue, in general, is associated with trustworthiness, and light blue amplifies this effect. Brands that want to build trust and credibility may use light blue in their logos and marketing materials.
  • Openness: Light blue can signify openness and transparency. Companies in the tech industry, such as IBM, utilise light blue to convey an approachable and open image, emphasising their commitment to collaboration and innovation.
  • Innocence: Light blue can also be associated with innocence and purity. It is often used in branding for products related to children and healthcare, where an unblemished image is desired.

Dark Blue: The Colour of Professionalism and Security

Dark blue is a deep and sophisticated colour that represents professionalism, security, formality, and maturity. It is a popular choice for brands that want to convey trust and reliability. Key associations include:

  • Professionalism: Dark blue is synonymous with professionalism and competence. Brands in the corporate world, such as IBM, use dark blue to project a serious and capable image.
  • Security: Dark blue evokes a sense of security and safety. This makes it an ideal choice for brands in the financial sector, where trust and reliability are paramount. PayPal, for instance, employs dark blue to reassure users about the security of their transactions.
  • Formality: Dark blue is formal and elegant, making it suitable for upscale brands and luxury products. Brands like Rolex and Tiffany & Co. use dark blue to convey a sense of luxury and exclusivity.

Pink: The Colour of Femininity and Innocence

Pink is a versatile colour that ranges from modern to luxurious. It is most commonly associated with femininity, youth, and innocence. Key associations include:

  • Femininity: Pink is often linked to femininity and is commonly used in branding for products targeted at women and girls. Victoria’s Secret, known for its pink branding, embraces this association to create a feminine and luxurious image.
  • Youth: Pink is youthful and playful, making it suitable for brands targeting younger demographics. Brands like Barbie use pink to connect with a youthful and imaginative audience.
  • Innocence: Pink can also signify innocence and purity. This makes it a suitable choice for brands in the healthcare and baby product industries, where a sense of safety and care is essential.

Purple: The Colour of Royalty and Creativity

Purple is a colour associated with royalty, creativity, and luxury. It is often chosen by brands that want to convey a sense of prestige and uniqueness. Key associations include:

  • Royalty: Purple has a long history of association with royalty and nobility. Brands like Cadbury use purple to create a sense of regal quality and exclusivity.
  • Creativity: Purple is a colour that stimulates creativity and imagination. Brands in the arts and entertainment industries, such as Yahoo, use purple to foster a sense of innovation and originality.
  • Luxury: Purple is also linked to luxury and opulence. Brands like Hallmark employ purple to convey a sense of sophistication and premium quality.

Brown: The Colour of Ruggedness and Earthiness

Brown is a colour that creates a rugged, earthy, and old-fashioned mood. While less common in branding, it can be used effectively to evoke specific associations:

  • Ruggedness: Brown is often associated with rugged and outdoorsy qualities. Brands in the outdoor and adventure industries may use brown to convey a sense of durability and adventure.
  • Earthy: Brown is also linked to earthiness and authenticity. Brands in the organic and natural product sectors may utilise brown to emphasise their commitment to sustainable and natural ingredients.
  • Old-Fashioned: Brown can evoke a vintage and old-fashioned feel, which may be suitable for brands aiming to appeal to nostalgia or tradition.

Black: The Colour of Power and Sophistication

Black is a powerful and versatile colour that can evoke a wide range of emotions and qualities, including sophistication, edginess, luxury, and modernity. Key associations include:

  • Sophistication: Black is synonymous with sophistication and elegance. Luxury brands like Chanel and Rolls-Royce use black to convey exclusivity and refinement.
  • Edginess: Black can also signify a sense of edginess and rebellion. Brands in the fashion and entertainment industries often employ black to appeal to a more avant-garde and unconventional audience.
  • Luxury: Similar to sophistication, black is associated with luxury and high-end products. Brands like Apple use black to create a modern and premium image.
  • Modernity: Black is often used in tech and automotive industries to convey a sense of modernity and cutting-edge innovation. Brands like Apple and Tesla leverage black to emphasize their advanced technology and design.
white corridor

White: The Colour of Cleanliness and Simplicity

White is a colour that symbolizes cleanliness, virtue, health, and simplicity. It can be used across a wide spectrum of brands, from affordable to high-end. Key associations include:

  • Cleanliness: White is often associated with cleanliness and purity. Brands in the healthcare and hygiene sectors, such as Dove and Colgate, use white to convey a sense of cleanliness and health.
  • Virtue: White can signify virtue and integrity. Brands aiming to emphasize their ethical standards and moral values may incorporate white into their branding.
  • Simplicity: White’s simplicity and neutrality make it a versatile choice for brands across various industries. Brands like Apple and Nike use white to promote a clean and minimalist image, focusing on the simplicity of their products.

Grey: The Colour of Neutrality and Maturity

Grey is a neutral colour that can convey a range of qualities, including subdued, classic, serious, mysterious, and mature. Its adaptability allows brands to create diverse impressions:

  • Subdued: Grey is subdued and understated, making it suitable for brands that want to maintain a low profile and let their products or services speak for themselves.
  • Classic: Grey is timeless and classic, often chosen by heritage brands or those aiming to evoke a sense of tradition and enduring quality.
  • Serious: Grey can create a serious and professional image, which is favoured by corporate brands and institutions.
  • Mysterious: The neutrality of grey can also evoke a sense of mystery and intrigue, making it an intriguing choice for brands in the entertainment and luxury sectors.
  • Mature: Grey’s mature and sophisticated connotations align it with brands that target a more mature and discerning audience.

Summary

Colours are powerful tools in branding and marketing. They go beyond aesthetics, influencing consumer perceptions, emotions, and behaviours. Understanding the meanings and associations of different colours is crucial for businesses seeking to establish a strong brand identity and connect with their target audience effectively. By strategically selecting and utilising colours, brands can create lasting impressions and foster deeper connections with their customers.