marketing Archives - O L I V I A G O L D

How to become a savvy marketer?

May 27, 2019

Hi Ladies, yes it has been a while since we last posted here sorry! We have been focusing on creating experiences and events for you guys to give more insightful marketing information for you to digest. But it is time we get back to the essence of sharing tips and tricks to help you develop as a keen marketer.

Savvy marketer? What do we mean by that?… Well in 2019 things are moving quickly like never before, the internet is becoming a beast of its own and data is becoming more measurable than sales. So it can be hard as a marketer to measure the market and decide whats next for your customer. So here are a few tips to consider for your business or marketing platform.

Do Not Be Scared Of Change aka. Live For Rapid Change

As we all know social media is at the forefront of rapid change. whilst some marketing analyst still may overlook social media as a key competency. A small business owner or for someone who is trying to get into marketing, it is imperative to be up to date with key social channels and the natural trends of each social channels. Get equipped on being a natural trend watcher, follow social guru’s to pick up tips and build a strategy that works for your audience.

Influence With Authority

This applies to you if you want to get involved in content marketing, using social media to communicate or just be of influence with your marketing. Using your influence with authority is all about communicating with intention. E.g. if you are using your Instagram to promote healthy skin, it is imperative to use your actions to delve into detail about your imagery/products your showing. So that your audience can be informed and over time build trust and value which in turns gives you authority over your expertise and increase consistency in engagement.

If you work in a company as a marketer, you can also do this internally by influence with the department in sales, design and communications. Finding new ways to deliver information, sharing new insights and being close to the customer to share a different perspective for other departments to consider.

Read and analyse your data results

This may seem like the most boring task but it’s becoming one of the most important skillsets to acquire in this day in age. Everyone and everything is becoming more digital, which means we are understanding customer behaviour in a new way due to how people receive information, are influenced and even shop. So use your business Instagram account and read view numbers & what post worked best to understand what your audience engage with most. Look at your website and see page views understand when customer or readers tend to search for you. Use SEO to increase search to your page. All these insights will tend to become more exciting and beneficial when you start to use it for your business in the right way. Don’t be scared of numbers!!!

In the Life Of A Marketing Girl Community, we are excited by change and want to ensure you guys are savvy marketers and ‘ahead of the curve’ to dominate within the marketing industry.

Fashion

Embellishment Is The New Statement Piece – Additions To My Wardrobe

September 22, 2018

Embellishment Is The New Statement Piece

I may be late or may be early, but I don’t always follow trends. But I have now introduced the embellishment trend into my wardrobe. When I saw this skirt I thought I had to have it. I never really wear glitter and sparkle, I previously went quite simple and nude tones. But I feel like I am trying new things. I said in my last few fashion posts that my style is evolving I don’t want to be put in a box when it comes to style. So I am buying what I love and what will stand the test of time. A mix of timeless and statement pieces for the wardrobe.

When I think of embellishment I think of designers such as Balmain, Giuseppe Zanotti, Moschino, Julien MacDonald and many others. They really use glitter and crystals to elevate the look of a dress and shoe. It adds glamour and makes the outfit a clear show-stopping moment.

That’s how I feel when I’m getting dressed to go out and where this skirt its a statement and sparkles from afar. I bought this skirt from Zara and it’s only £30.00 which is an amazing price point for a skirt like this. It is sewn really well and doesn’t look like it will fall apart. I kept the styling simple so I could focus on the fun detail of the skirt.

I wore a white top from Primark (great quality 100% cotton) which I intend on buying loads more. but yes, a simple top, paired with classic Christian Louboutins. For winter the is to still wear embellishment but with jumper and boots for that those winter statement moments. Remixing your key staples really help you get the best out of clothes in your wardrobe. So plan on seeing remixed outfits on my Instagram, where I post all of my #ootd moments.

Skirt – Zara

Top – Primark £3.00

Heels – Christian Louboutin

Photography – Michal

Olivia Gold x

Life Of A Marketing Girl

What Is The Difference Between Marketing and PR?

September 19, 2018

Life Of A Marketing Girl – What Is The Difference Between Marketing and PR?

One of the most common question within the communications industry from graduates and keen PR and marketing Enthusiast. Recently I did an article on Pepper Your Talk about the key difference between Marketing and Pr. I thought it is only right that I share this to the Life Of A Marketing Girl Community that continues to push for information and insight to further their careers. Check it out and I hope it helps you!

What is PR?

The correct term for PR is Public Relations, which is all about reputation – the result of what you do, say and what others say about you. Simply put, PR is about managing a reputation.

A fundamental element of PR is brand representation in the media. For example, a brand will host a press day for a new collection with a few desired objectives in mind. Top-tier journalists will be invited with the hopes of them writing a review or story about the pieces. Stylists will be invited in the hopes of them featuring the items in upcoming shoots. Bloggers will be invited, to either select the items they’ll be gifted or to create content from the day and share it with their audience.

In doing so, they are maximising the reach of the brand by building relationships with the right people. Overall, all PR activities should maintain or raise the reputation of the brand to potential customers, which in turn translates into sales.

What is Marketing?

According to Kotler and Armstrong (Principles of Marketing, 2013) Marketing is ‘the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.’ As a marketer myself, I believe this speaks to what marketing truly is. Not only does a customer buy into the item but they buy into the brand; whether that be the style of the products or the lifestyle promoted around the clothes.

A marketer’s job is to come up with creative activations to promote the brand, item, collection or a special project/collaboration. The use of market research and strategy is a big factor in this because it is only when a business truly understands its customer can it then understand how best to create an impact in that customer’s life.

What is the difference?

The key difference between PR and Marketing is the audience:

PR = Industry relationships

Marketing = Customers

PR is to building favourable relationships with the media, press and influencers (these are the people that drive influence and communicate the brand perceptions to customers). Occasionally, this also extends to investors and suppliers. Whilst marketing is about promoting a brand or product through various creative approaches (advertising, digital marketing, social media etc.) to the customer.

The processes and strategies used to achieve these objectives are very different. Both areas run campaigns whether it’s by using influencers to promote a new fashion collection or traditionally using models and running a campaign shoot that we end up seeing in our favourite magazines. Marketing success is measured by campaign sales and ROI (return on investment). Whereas a successful PR campaign is measured by securing and maintaining successful relationships with key stakeholders in the industry that can then share great press coverage of your brand, product or collection.

What are some roles within a PR team?

Depending on the scale of the business (small or large) the team with have:

– PR Assistant

– PR Coordinator

– PR Manager

– Influencer Manager

– Head of PR

– PR Director (who reports into the Chief Marketing Officer or Executive Leadership Team/Senior Leadership Team)

In an agency environment, the roles are as follows (depending on the scale of the business small or large):

– Account Assistant

– Account Executive

– Senior Account Executive

– Account Manager

– Senior Account Manager

– Account Director

What are some roles within a marketing team?

Depending on the scale of the business (small or large) the team with have:

– Marketing Assistant

– Marketing Executive

– Marketing Manager

Social is a big part of Marketing and PR and either social media manager or executive roles can sit in either of the teams depending on the size of the team or business. There is also a strategic side to marketing which consists of creating the campaign angles, the thinking and initiative behind a campaign and why. (These roles vary, are often only on senior levels and can be within these remits:

– Strategic Manager

– Brand Manager

– Campaign Manager

Are PR skills transferable to Marketing roles (vice versa)?

Yes, yes, yes! It is so important to have transferable skills. Marketing and PR work hand in hand so having both contribute to the value you can bring to your potential employer.

Which campaigns do you currently love or are personal favourites of yours?

My favourite campaign currently is:

Jigsaw Immigration campaign – Jigsaw launched a campaign in 2017 about celebrating immigration as part of their promotion for its autumn/winter collection. Read more about it here.

Nike Middle East sportswear campaign – Nike launched a culturally rich, empowering campaign that pays homage to Middle Eastern athletes and explores the challenges young Arab women aspiring to a professional sporting career may face. Read more about it here.

Campaigns mean more when there is an authentic reflection of people, life and culture involved.

Where do you see the future of Marketing and PR going?

I think the future is in digital innovation and with fashion companies being more reactive to customers real needs and not want the company wants it to be. Brands will have have to stay close to their loyal consumers as well as potential new customers and study what their aspirations are, as well as lifestyle escapism habits.

Olivia Gold x

Life Of A Marketing Girl

How Did Olivia Gold Get Started In Marketing? Part One…

July 15, 2018

The Beginning

Launching Life Of A Marketing was a personal desire as well as a professional need. It all started with my experience of wanting to get into marketing and facing many obstacles along the way. The community and platform has received amazing feedback which has been so overwhelming and unexpected. I think it’s only right to share my journey to give insight and understanding on how I got to where I am ( I still have a long way to go) and be an example that perseverance is key!

I started my career firstly through education. I went to the University of East London studying Marketing and Media Communications. I always knew I wanted to get into marketing, specializing in fashion in-particularly since secondary school. It started when I was in my business studies class and really enjoyed learning about the 4 P’s marketing mix which is, product, price, promotion place. I was so intrigued that this was the basic strategy of developing a product and service. With a love for fashion, I started to research if fashion marketing was a career option and when I discovered I could I was sold, I knew that my passion had a career trajectory.

Whilst I was in my second year of University I started to look for internships to take during reading week or during the summer holidays. I didn’t see much marketing internship at all, this was back in 2011 – 2012. I did see quite a lot of PR internships and thought this could be a good avenue to get my foot in the door.

Work Experience

I got my first work experience opportunity at Flipside PR doing one day a week for 3 months. Later on, in the same year, I got a one week experience at Hello Magazine in the marketing department for a week during the run-up to Christmas. I also worked at New Look part time whilst I was at University and asked the PR team if I could intern during the summer, I got a two-week internship during the summer. By the end of University, I had completed all three internships getting my feet wet.

The Interview Struggle

I was under the impression that having these three internships would help me secure a job once I graduated. That was not the case. I went on endless interviews and I was not getting anywhere. For a year and a half, it was constant rejection even with all the internship experience I had gained. I have been in the reception and the potential employer walked straight passed me, assuming I was not an ‘Olivia’. I have been in an interview room and been questioned about my experienced as if it was not believable. You name it, I have experienced it.

That was a very tough time, trying and receiving constant rejection. But after a long stint of perseverance and various more interviews I finally got my first job in marketing working for a small beauty company. I was so grateful that I even got a yes, after 20+ interviews (which were with some of the biggest names in fashion and media).

I think the beginning of sharing my journey is SO IMPORTANT because I speak to a lot of budding young women who want to get into marketing but are struggling. I can truly understand because that was me. I did not have a ‘connect’ a ‘bring in’. I didn’t know anyone, all I had was my CV and the skills I have picked up along the way and was just persistent to get an opportunity.

Stay focused. Persistent and most importantly DO NOT GIVE UP

Part Two Pending…..

Life Of A Marketing Girl

The New Age Store Experience – Zara launch an augmented reality app for in-store shoppers

March 19, 2018

The New Age Store Experience – Zara launch an augmented reality app for in-store shoppers

Coming to a Zara store near you, From April 2018, the Spanish fashion empire Inditex (Zara) will be introducing augmented reality app for in-store shoppers. What does this mean? The new innovative, the function will show models wearing selected Zara looks from its ranges when a mobile phone is held up to a sensor within the store or designated shop windows and customers can click through to buy the clothes. The Business Of Fashion reference states, that the mega fashion house is set to introduce the future thinking experience specifically targeted for younger Zara customers who are in their 20’s and 30’s.

Zara is already renowned for their fast work rate to bring couture and catwalk fashion trends in a matter of days to the high street! I personally could speak for a wide majority of my generation to say that Zara is the go-to for designer-led styles at a high street price point.

This is a great innovative development within the fashion industry. As some retail houses are currently struggling to monitor consumers spending power due to financial, social and economic constraints which tighten up the retail market. For Inditex they seem to be nowhere near red and are focusing on following their consumer’s behaviour. Tapping into mindset strategy and using that as a key marketing toolkit and development a new store experience strategy to lure in new and existing customers.

With digital being the future for GenZ and Millennials forefront, Zara is investing in their younger consumers through their new reality display!

To me, this is a win-win concept. When it comes to brand disruption and not only through an online journey but through in-store experience. Merging two strongest elements within a customers shopping experience. It has been issued that H&M are preparing launch a similar augmented system. But for now, expect to see 120 Zara stores worldwide who will have this within their stores for customers to interact when they visit the store.

It is exciting when brands continue to test new services, it shows the potential that comes with agile and flexible ways of working as a business. Reacting to mindset milestones and implementing activity to engage new consumers. As an avid shopper, it is something to be excited about, as it conquers a lot of practical queries you may come across when shopping. It actually will solve a few when shopping for example; personal shopping, styling and showing you further diverse options. This is because the system will also enable models to pop up on packages of online purchases delivered to customers, showing alternative outfits.

Innovation is the key, and Inditex is using key mindset insights to tackle and conquer new height which is an exciting concept I the retail fashion industry.

A thumbs up from the Life Of A Marketing Girl team!

Life Of A Marketing Girl

Style and Truth Ethos – Nailed by Jigsaw’s Immigration Campaign

October 23, 2017

Style and Truth Ethos – Nailed by Jigsaw Immigration Campaign

Generally, some may say for a brand to center a campaign around a controversial political issue such as immigration is a big risk. Well, Jigsaw did that boldly and proudly and it worked!

Jigsaw- Immigration Fall Campaign

Jigsaw recently launched a new campaign built around celebrating immigration as part of their promotion for its autumn/winter collection.

If you are commuting through central London you will have seen major ad campaign posters taking over Oxford Circus tube station in London and The Times website, as well as many print publications such as Stylist magazine, Metro newspaper, The Independent as well as across social and digital activity. The aim is to show how Jigsaw sources materials from across the world while making the point that without diversity its products couldn’t be made! Which is a strong global message to stand for inclusion and diversity

For this particular brand campaign, Jigsaw teamed up with Ancestry to help aid communicating the message of diversity and inclusion within the fashion industry! Celebrating the fact there are 45 different nationalities working within the Jigsaw business.

Led by agency The Corner, the campaign fits into a wider strategy and business ethos to stand for something other than just its product but the people who are responsible for making the clothes, or where the material is sourced. Jigsaw brand is now letting consumers know that they have a social purpose as part of its ‘Style and Truth’ ethos that was launched back in 2014.

Jigsaw’s Marketing Director Alex Kelly expanding on the brands campaign idea and shared with Marketing Week that, “looking at the fashion industry and realised no one talks about the benefits of immigration or the debt we all owe to it,”One of our products could have Mongolian wool, Turkish satin, Chinese silk and Italian buttons, so the campaign will celebrate that diversity at a product level but also a broader level too with the DNA tests all our employees are doing. If other fashion brands follow suit then that’s great because there seems to be a lot of fear in this industry around taking a stand.”

Key Learnings

Brands should take more responsibility of taking a social stand within society as designers.
Explore what your brand vision is and look to include your ethos within your brand and seasonal campaigns. (you are what you say and show you are to your consumers) e.g. Jigsaw’s brand was built on immigration so they told you and showed you!
It is a big risk to be outspoken on political views, however, backed up by research and purpose it is a winning formula to captivate and engage your audience. And create a stronger relationship with your customers on a deeper emotional level.
Jigsaw is a great example of a brand that is championing for diversity and inclusion. Racism is a constant topic being challenged within all industries today especially fashion. Jigsaw is contributing to the solution by making diversity imperative to their consumer communication strategy!

Olivia Gold – Life Of Marketing Girl! x

1 Comments

Life Of A Marketing Girl

Interviewing For A Marketing Job? – Lola Michaels Shares Her Expertise!

May 9, 2017

Interviews, Interviews, Interviews….

Particularly in the creative industry, the interview process can be very vigorous. Never let that put you off – it is purposely designed that way to see if you can withstand the pressure. The creative industry is very rewarding, however working well under pressure is a vital skill to have if you want to pursue a career in this line of work. The process also tests your self-endurance, as it can often last for a course of three weeks, and even longer for them to deliver the final verdict.

What you can expect to experience within an interview process (this may vary):

An initial phone interview with HR
1st stage interview – Is usually with someone in a managerial position – share some knowledge regarding educational and career background and asked competency-based questions
2nd stage interview – You will meet with your poential manager and someone a bit more senior – asked to do a 10-15 minute presentation.

Within the #LifeOfAMarketingGirl posts, we want to give you positive tips and advice on how to conquer the interviewing process. More than anything else, it is truly a test of mental strength and is more about how you view yourself as a person.

Here are some key points to remember when interviewing:

See an interview as a conversation rather than a test

Often times, we believe that interviews are done to catch us out. Absolutely not! Start viewing it as a conversation and an opportunity to get to know your potential employer. Remember, as much as they need to decide whether they are a perfect fit for they company – you also need to know whether the job is right for you.

You being seated in that room means you ARE good enough

Being called to come have an interview, means you have been shortlisted as one of the best candidates. By reminding yourself of that, that should allow to walk in the interview with the utmost confidence.

Don’t ever feel discouraged after an interview – keep going!

It is very important to not to feel discouraged straight after an interview. If you feel you could have done better, take those learnings and write them down. Prepare yourself to be better equipped for the next interviews you have lined up.

Guest Contributor – Lola Michaels x

We want more of you to join the community and tell us your stories sign up to the newsletter or conact us here!

Older Posts

marketing

Embellishment Is The New Statement Piece

Life Of A Marketing Girl – What Is The Difference Between Marketing and PR?

The Beginning

Work Experience

The Interview Struggle

The New Age Store Experience – Zara launch an augmented reality app for in-store shoppers

With digital being the future for GenZ and Millennials forefront, Zara is investing in their younger consumers through their new reality display!

A thumbs up from the Life Of A Marketing Girl team!

Style and Truth Ethos – Nailed by Jigsaw Immigration Campaign

Jigsaw- Immigration Fall Campaign

Key Learnings

Brands should take more responsibility of taking a social stand within society as designers.

Explore what your brand vision is and look to include your ethos within your brand and seasonal campaigns. (you are what you say and show you are to your consumers) e.g. Jigsaw’s brand was built on immigration so they told you and showed you!

It is a big risk to be outspoken on political views, however, backed up by research and purpose it is a winning formula to captivate and engage your audience. And create a stronger relationship with your customers on a deeper emotional level.

Jigsaw is a great example of a brand that is championing for diversity and inclusion. Racism is a constant topic being challenged within all industries today especially fashion. Jigsaw is contributing to the solution by making diversity imperative to their consumer communication strategy!

Olivia Gold – Life Of Marketing Girl! x

Interviews, Interviews, Interviews….

What you can expect to experience within an interview process (this may vary):

Within the #LifeOfAMarketingGirl posts, we want to give you positive tips and advice on how to conquer the interviewing process. More than anything else, it is truly a test of mental strength and is more about how you view yourself as a person.

Here are some key points to remember when interviewing:

Follow Me On Instagram