Media Drop with Isle of Wight Tomatoes

Media drop activity has been incorporated into several of our clients’ campaigns this year. We target key media contacts to meet and receive products, generating greater brand exposure.

In a time when we’re largely sat behind computers, not able to put a face to a name, it’s a fantastic way to meet and have a quick chat with press, which has more impact than simply sending an email.

In September, part of the campaign for client, Isle of Wight Tomatoes was to target key media houses across London to receive a delivery of the Tomato Stall’s speciality tomato box.

The box contained several varieties of tomatoes from the well known bright red cherry piccolo (which is yet to be beaten on sweetness!) to the lesser known firm, dark green komato (delicious eaten on its own, like an apple).

IMG_7748.JPG

We arranged to meet with 10 contacts covering 12 publications to deliver our bounty of colourful tomatoes with the view of introducing journalists who may have had little or no contact with Isle of Wight Tomatoes previously.

The objective was to spark media interest, encouraging social posting and in the long-term, achieve coverage for the brand.

I met with Jeff MacDonald, founder of The Tomato Stall at an agreed location in London at 9am, to embark on the adventure that we coined the Tomato Trail.

IMG_7700.JPG

I hopped in the van, and we made our way round to the 10 media houses, all in time for my train back to Bristol at 6pm.

Highlights of the day documented below:

Olive Insta
Olive
Sunday Times Food insta
Sunday Times Food
Telegraph Food insta
Telegraph Food
Mina Holland Insta
Mina Holland, Guardian Cook
Karen Barnes, delicious
Karen Barnes, delicious

img_7710.jpgIMG_7707

 

 

Logos from magazines and newspapers.

Our Coverage Highlights July – September

We’ve had a great summer here at PamLloyd PR HQ packed full of exciting launches, events, successful product drops and plenty of chatting to the media about the wonderful products we promote. What’s the result of all this hard work I hear your say… well we can’t show you everything it would take too long, but below is a selection of our top coverage from the last three months.

BerryWorld has had some great coverage over the last three months. Some of their best bits were featuring in Jamie magazine, The Sunday Express and express.co.uk, The Metro and The Independent both online and in print.

Berryworld coverage

We raised a glass to the The Sweet Potato Spirit Company who were featured in the Metro and on the pages of Good Housekeeping.

Sweet Potato Spirit Company coverage

September saw us getting ready for the start of Street Smart with a great piece in Crumbs Magazine. There are some fabulous restaurants already signed up (Nutmeg, Polpo, Hubbox, Pasta Loco, Bomboloni, The Gallimaufry, Harvey Nichols, Wilks, Fishers, No Mans Grace, Meat Liquor, Wilsons, Wellbourne, Souk Kitchen, Box-E and Flour & Ash) and hopefully more to come so make sure you pay them a visit during November and December.

Street Smart

Three Choirs Vineyard had a huge 3 page feature in Country Life and appeared on Emma and 3 blog.

Three Choirs Vineyard coverage

During September Cocktails in the City had their first event in Bristol. We got them loads of coverage on social media and in the local news including the Bristol Magazine and the Bristol Post.

Cocktails in the City Coverage

Asparagus is always a summer favourite, we got it featured in The Times, Women’s health, Food and Travel, The Guardian and Waitrose food magazine to name a few.

Asparagus coverage

Godminster was featured in The Sun, The Sunday Times and Speciality Food

Godminster coverage

The summer saw us starting to work with our new client The Tomato Stall. We did a hugely successful product drop with them hitting some of the top publications and creating loads of chat on social media. In the last couple of months their tomatoes have had a six page feature in the Sunday Express S magazine and their juice has been featured in Restaurant Magazine.

The Tomato Stall coverage

Shallots have certainly been out and about this summer, being spotted on the pages of the Sunday People, Good Housekeeping, Landscape magazine and two of our recipes were featured in the I newspaper.

UK Shallots

 

 

Streetsmart logo

StreetSmart 2017

Here at PLPR we are proud to represent StreetSmart, the charity that works to raise money to alleviate the issues of homelessness in British cities. This year StreetSmart celebrates 20 years since its launch in London and it has been running in Bristol for 12 years.

As soon as I learned about StreetSmart when I was contacted by Glenn at their HQ five years ago, I loved the concept. Here’s why:

#1 StreetSmart is 100% funded by cororate sponsor Deutche Bank. That means that every penny donated to the charity, goes to charity
#2 All money raised in Bristol, stays in Bristol. If we raise £10,000 in Bristol, £10,000 is allocated to two or three different charities in the city that work to make the lives of homeless people better
#3 It’s a really simple concept that costs restaurants nothing to run and costs all of us who eat in restaurants next to nothing to donate to. The restauarant adds £1 to the bill on each table in November and December, collects the money and sends it to StreetSmart. Diners can opt out if they want to, but really, who would?

If I’m honest I’m ever so slightly mystified as to why more Bristol indies aren’t on board with this cracking charity. In my view they have a super cool brand, supported nationally by a great group of chefs, foodie glitterati and celebs, they are 100% funded by a big corporate bank so nothing is wasted and everything is totally transparent. So far, so Bristol??

Those who support it support it really well. It’s genuinely simple to run. In fact I couldn’t put it better than Andrew at Bomboloni who says:

“I’m dead chuffed to be in a position to support StreetSmart now that Bomboloni is open. It’s easy to run and I’ve found in the past that restaurant customers are only too happy to pay a quid to help homeless people in our city. As a restaurant community with so many indies that have the autonomy to decide to get involved I don’t understand why everyone isn’t doing it. Here’s what I think. All Bristol restaurants need to put a StreetSmart button on their till this November and December and get raising cash for these guys who badly need it. Just do it, you have nothing to lose and homeless people in Bristol have everything to gain.”

From September we’re on the case recruiting restaurants to sign up for StreetSmart. Big love and big thanks to all those who supported StreetSmart last year and have committed already to do so again, I genuinely think this is the right thing to do.

Flour & Ash
Polpo
Meat Liquor
Pasta Loco
The Gallimaufry
Harvey Nichols
Wilks
Fishers

And for 2017, already signed up are:

Hubbox
Bomboloni
No Man’s Grace

Welcome to Hubbox - Words on glass for the Bristol Food PR launch of Hubbox by Pam Lloyd PR

Hubbox Bristol Launch

Monday saw the PamLloyd team out in force for the long-awaited launch of Hubbox on the Whiteladies Road here in Bristol.  We’ve been working towards launch day with Hubbox for months and the guys at Hubbox themselves have been grafting to turn a tired Las Iguanas site into a sparkling new Hubbox for Bristol.

Established in Cornwall and Devon, this is the first Hubbox site north of Exeter and a big move for business owner Richard Boon.  A Bristol boy born and bred, Richard has been exiled in St Ives for the past 20 years where he opened the hugely popular ‘Hub’ on the sea front and subsequent Hubboxes, originally housed in shipping containers in Truro, Pentewan Sands, Plymouth and Exeter.  Richard always wanted a restaurant in his home city and he and his team worked tirelessly to get exactly the right site, fit out and team to make it fly.  And fly it really will, these guys are set for success.

The PLPR team ran one of the most hectic launch nights we can remember.  Olivia and Rosie put on Hubbox tees and ran the door.  Heather was on the camera, capturing the whole event, Polly was all over the social buttons and I was pushing through the throng, making sure the Hubbox team met media and bloggers and trying to get food all the way from the pass at the back to the guests at the front, sometimes more successfully than others.   (If you were there, and you didn’t eat, give me a shout and I’ll buy you a hot dog!) And Dieter?  Well, someone has to make sure the beer is cold and the chicken wings are tasty, right?

It takes a village* to run an event like this, everyone really needs to pull together and the squad was in place to make sure this could happen.  Hubbox has a terrific manager in Charlie, who has previously run the overperforming Truro site ‘it shouldn’t work as well as it does, but it does’ say the Hubbox crew.

 

Charlie has recruited a lively team of staff including the rather brilliant Helen, previously of Bambalan, to help her run the show and they were kept busy alongside established members of Hubbox staff, ferrying drinks and food back and forth, no mean feat when they could barely squeeze through the crowd, which included family and friends of Hubbox as well as suppliers and  local neighbours.

Jonny who heads up operations, Martin overseeing the kitchen alongside the multi talented Lee, who also runs the Hubbox Pentewan site and Richard, running the bar were all on hand to make sure everything ran as it should on the night.  Again, considering they only managed to get the doors open an hour or so before the event took place, this achievement is not to be underestimated!

What’s different about Hubbox and does Bristol need and other burger joint? These were the questions I was prepared for on the night.  Well, it’s different because of the way its produce is sourced and its menu is devised.  Hubbox has established relationships with all its key produce suppliers.  Phillip Warren butchersBaker Tom’s breadColwith Farm PotatoesMatthew Stephens FishThe Cornish Cheese CompanyOrigin Coffee RoastersCornish Sea SaltNative Breeds Hot Dogs and West Country Fruit; all of which will be supplying the Bristol restaurant.

Richard says; “We’ve spent years obsessing about the perfect potatoes to make our fries, all of which are grown in Cornwall for us at Colwith Farm and are hand cut daily buy our chefs.  We work constantly with Ian Warren from Phillip Warrens to source the right cuts of beef, which they then dry age for us. The cattle are grazed free range on the Moors of Bodmin and Dartmoor. Tom has a great bakery down in Redruth producing our cream brioche buns and Eddy from harbour brewery is brewing amazing beers which he sells all over the world.  Its been a good journey finding a great group of west country producers that share our ethos.  I’m delighted to bring all these friends of Hubbox to Bristol with us.  I wouldn’t have it any other way.”

And does Bristol need another burger joint?  Well, Bristolians certainly love their burgers.  Our friend Natalie Brereton has built a whole out of hours persona around this very obsession.  And she has a tribe of followers who look to her for a steer on where the best burgers are to be found.  But I wouldn’t call Hubbox a burger joint.  It does great burgers, but it also does dozens of other things and does them brilliantly.  You can get a cooler or a great coffee, a cocktail or a beer.  You’re welcome at Hubbox for a blow out feast with your entire family/office/street but equally you can pop in for a quick snack and a warm welcome.

So, all of us here wish our friends at Hubbox every success here in Bristol.  Onwards to the next launch.  But that’s a story for another time…

Words by Pam

Photos by Lizzie Churchill (Instagram @lizzie_churchill) & Heather Munro

*It takes a village to do a lot of things in life.  Alongside the amazing PLPR team, I was delighted to have my friends Karen and Katherine there on launch night, along with their husbands and kids, and my own kids too.  They have nothing to do with PR or running restaurants in their day jobs.  They have everything to do with supporting us, championing what we do and being cheerleaders for PLPR.  The story of Hubbox is all about one guy having a great idea and surrounding himself with brilliant, positive people.   I’m all about that!

Cocktails in the City event launch.

Bristol In June

As the sun beat down on Bristol this month, we were buzzing around the city getting stuck in to…

Bomboloni Launches in Bristol

June saw the much-anticipated launch of Bomboloni. Named after a type of Italian filled doughnuts, Bomboloni is a family-run Italian restaurant from Andrew Griffin, his wife Sara and daughter Molly. The trio is of Tart, Prego and Stock Exchange bakery pedigree and will be pouring its talents into a short menu of simple Italian dishes.

Having done most of the refurb of what was Biblos on the Hill themselves, it was a balmy evening when they finally got to throw their doors open for the press launch. Now open to the public, you’ll find a seasonally changing menu of pasta, pizzete, fish and meat dishes as well as a blindingly good value wine list. To top it all off we’ll paint you a mental picture – the terrace, the summer sun, a cold glass of Sicilian white and a little mackerel bruschetta – who’s with us?

Bom Collage

Cocktails in the City

This month we announced on our social channels that we’re working with Cocktails in the City to bring the event back to Bristol after 5 years touring the country. Friday 15th September will see Bristol’s best bars come together under one roof in a fiesta of boozy craftmanship. Stay tuned for more info…

Cocktails in the city collageAsado

Lucien Gordon has launched his new burger restaurant Asado on Colston Street on the site of what was Rosemarino’s second venue. Asado, meaning BBQ in Spanish, serves a short menu of locally-sourced organic burgers inspired by the flavours of South America and Southern America. A couple of the PLPR team went along to the launch and told us to expect pink, juicy burgers, confit garlic mayo, chimichurri and ‘insane’ rosemary fries.

Asado collageCarol’s Crab Kitchen opens in The Old Butcher’s

The Old Butcher’s has already made a mark on North Street serving a selection of Wiper and True beers in a venue just primed for Instagram (not that we noticed…) However, June saw Carol’s Crab Kitchen take up residency on site. From soft shell crab burgers to gumbo and a monthly crab ‘boil’ the venture is inspired by its namesake’s upbringing, picking crabs in the North East and latterly, Carol’s time in the US.

carols crab shack collageFour Bristol Restaurants Honoured at the National Restaurant Awards

It feels as though there’s an article every other week extolling the virtues of Bristol’s burgeoning food scene (N.B we couldn’t be happier about this, other than the fact it makes it harder to get a table.) This was all backed up in June by four of Bristol’s finest named in the National Restaurant Awards.

In a first for Bristol – Casamia was named in the top-10 of restaurants in the UK, at number six. BulrushThe Pony & Trap and Box-E all followed in the top 100 with Adelina Yard also given an honourable mention. Nice one Bristol, you’ve done it again!

Adelina yard collagePasta Loco wins Best Restaurant at British Restaurant Awards

Our pals at Pasta Loco have been named Best Restaurant in Bristol at the British Restaurant Awards. Given that at least one of the PLPR team is eating there on any given week, it’s not a surprise that such a hardworking bunch have received the accolade, but we couldn’t be happier for them. Cotham Hill is a perfect little food enclave and we’re looking forward to newcomers joining the party…

Pasta loco CollageRWA Showcase Papadeli

On the hottest day of the year, two heavily-maned individuals of the PLPR team went to an event space showcase at the Royal West of England Academy. Centrally located, on Queen’s Road, the impressive building boasts a beautiful light, bright gallery and various smaller meeting rooms that can all be hired out.

Papadeli provided a selection of fresh, zesty canapés from its summer menu (shout out to the Vietnamese summer rolls and the Chew valley trout crostini). There’s nothing we love more than great small businesses working together to provide a uniquely ‘Bristol’ offer.

Papadeli collage

Swoon coverage Q2 - Olive magazine, Food lover magazine, Jamie Magazine, Bath chronicle.

Our Coverage Highlights April – June

It’s been a fab start to the summer here in the PamLloyd office with plenty to show for our hard work over the last three months. It’s hard to pick just a few pieces from the bags of great coverage we’ve had through the door but below are just some of the highlight pieces from our campaigns.

Our berry client Berryworld has been all over the nationals in the last three months. We’ve got three recipes featured in The Sun newspaper and Sun website –  raspberry fro-yo,  chicken and blackberry saladblackberry almond tart. Sunday mirror notebook also featured our deliciously summery raspberry frozen yoghurt recipe. Berryworld has also had some action in Veggie Magazine and on their website.

Berryworld

The British Asparagus season is always really busy for us, from April 23 until the summer solstice on June 21 Britain goes crazy for those yummy green spears and we go crazy for getting asparagus coverage.

Just a few highlights from the past couple of months have been – Men’s Health Magazine wrote a feature on the health snobs guide to asparagus, this was also featured online.  BBC Good Food was full of recipes containing asparagus and featured it on the front cover. Not to be left out Delicious magazine did a 5 page spread packed full of green spears. Asparagus also featured heavily in the nationals, being seen in the Telegraph weekend and online, The Observer Magazine and guardian online, The Sun newspaper and online in the Mrs Crunch section as well as the Times, Sunday Times and the i.

Asparagus

If you’ve been keeping an eye on our social media you’ll know that June was the launch of Bomboloni a great new Italian restaurant opened practically on our doorstep,  Gloucester Road.  We helped them with their PR and organised a packed launch event. We got some great coverage in the local press, you can read it in the Bristol PostBristol 24/7Bristol bitesBristol Property Live and Stuffed 265 and a bit of a google search will bring up much ore.

Bomboloni

It’s a busy time for our Make More of Salad campaign with the launch of our schools key stage two competition. Leafy salad has also been featured in The grocer, Homestyle Magazine, The Guardian Newspaper and on their website. The pool wrote about How to up your salad game and Appetite. featured a range of our recipes.

Make more of salads

Godminster was top cheese of the tried and tested feature in The Times newspaper and online. As well as being featured in the Cheese buyer magazine, Speciality food and the Western gazette.

Godminster

Our celery, radish and spring onion client Love the crunch has been having a great spring. We got them featured in Good housekeeping, Olive magazine and Olive online, Daily Mail Weekend, delicious magazine and delicious online and in Liz Earle Wellbeing.

LTC

L’Osteria opened a shiny new restaurant in Southampton so we got in touch with local press and bloggers to stir up a bit of a buzz. You can read some of the reviews in Southampton FocusAnnie writes beautySonar Magazine and The Auras of Life.

Losteria

UK Shallots we’re featured in loads of recipes over the last three months. Some of the best were in Delicious Magazine and delicious online, The Times newspaper and times online, The Healthy Food Guide, Waitrose Magazine, Olive magazine and olive online.

Uk shallots

Summer is the best time to eat delicious gelato! And with that in mind Swoon opened a brand-new store on Kingsmead Square in Bath. There has been loads of excitement in Bath with swoon’s scoops of yumminess being featured in Olive online,  Food lover Magazine, Bath 365, Bath Chronicle newspaper and Bath Chronicle online. Not forgetting where it all started we got both Bristol and bath shops coverage in the going places section of Jamie Magazine.

Swoon

Fancy a tipple? Well, you’ll be waning to visit our English wine client Three Choirs. Over the past three months we’ve got themon the pages of Crumbs Magazine, Olive online, Landlove Magazine and in the top wine picks section of Ultimate Wedding Magazine.

Bomboloni - Bristol restaurant launch. A plate of bomboloni doughnuts.

Launching Bomboloni in Bristol

Opening hours 10am – 10pm Monday to Saturday; 12 noon – 4pm Sunday lunch

Address: 225 Gloucester Rd, Bristol BS7 8NR

Bomboloni is the new Italian family restaurant opening Wednesday 14th June on Gloucester road. It will be serving Italian food in a relaxed environment, perfect for friends and family at any time of the day.

We were delighted to be working on their launch event that took place last night introducing press and bloggers to their offering for the first time.

There was arancini on offer, as well as different bruschetta with a variety of delicious toppings. The star of the show was the Bomboloni, Italian doughnuts, filled with cream, salted caramel or chocolate ganache that are popular in Italian cafes.

It was truly a family affair with their loved ones all in attendance and it’s clear that this restaurant is going to be something special. The Griffin family have been working day and night to pull this fantastic restaurant together, and we are so proud to have helped them launch into Bristol.

We wish them the best of luck with the opening, and can’t wait to come up soon for a team lunch.

 

Demuths photography workshop - A spoon in a pot of paprika.

Demuths Photography Day

On Sunday I was lucky enough to spend the day at Demuth’s Cookery School in Bath on a food photography course with Rob Wicks of @EatPictures (Instagram & Twitter) .

Being an amateur photographer, and not straying far away from taking food snaps with my iPhone, I was very keen to learn more about the technique behind taking a good food photo on a proper dSLR camera.

A large part of my role at PamLloyd is running social media accounts for a variety of food and fresh produce clients so learning tips and tricks from Rob was something I was very much looking forward to.

Here are five of many things I learned yesterday and a selection of the best pictures.

Thank you so much to Rob and the Demuth’s team, it was a fantastic day with delicious food. I learned so many things that I can put into practice daily and would recommend the course for anyone looking to expand their experience in this area.

  1. Photograph good looking food. It sounds oh so simple, but must be on here. Rob spoke about keeping colours vibrant and the food looking fresh as a no.1 tip. If you are looking at a dish thinking it looks bland or not vibrant enough, then the chances are the photograph will come out like that too.
  2. Use light of one colour. Light is the camera’s only language, so use it wisely. Rob’s tip was to use either just daylight or just electric light, not to mix both. Cameras can’t cope with both; daylight almost always works best.
  3. Take more than one photo and then review. The beauty of digital means we no longer have just one chance to get the perfect photograph. Make sure you get 3 or 4 and choose the best one.
  4. Keep it simple. Avoid temptation to add, do one thing and do it well.
  5. Use different angles. Don’t always stick to taking a photo at one angle, experiment with different distances and angles to make sure you get the best shot possible.

 

IFE 2017 logo and image from IFE website.

IFE 2017

At the end of March, I headed to IFE (The international food & drink event), the UK’s biggest and most important food and drink trade show. It’s a fantastic four day event with plenty of opportunity to stay up-to-date with the latest trends and network with the industry’s finest food businesses.

ife2017-StatsIFE 2017 was split into 9 sections including Bakery, Cheese & Dairy, Drinks, Great British & Irish Food, Grocery, Health & Wellbeing, Ingredients, Meat & Seafood and Snacks & Confectionery. Armed with my show guide I made my way round to find out what’s trending in the world of food and drink. There were several trends that were focussed on in the show – Innovation On-The-Go and Hot Beverages resonated the most with PLPR.

Recent consumer trends are showing increasing demand for a healthier snacking option, and a shift towards less processed foods with a higher protein content are becoming increasingly popular. Fori has recognised the demand for such products with their innovative savoury meat protein bars. From the protein bar to the fruit crisp, Emily’s Crisps hits the healthier snacking nail on the head with fruit and vegetable crisps with no preservatives are gluten free and vegan friendly. Real Handful snacks and Yumpa cricket flour bars were two more businesses in the healthy snacking category with great identities and delicious products.

2016 saw an increased emphasis on the higher sugar content of many hot beverages including hot chocolates and flavoured coffees. As a result we’re seeing innovation in flavoured and sugar free variants. Speciality teas and loose leaf teas are becoming increasingly popular, with high demand for accessible solutions for home. I came a across some fascinating companies capitalising on both of these points, but Brew Tea Co. & Beanies flavoured coffee really stood out as innovators in their field.

Amongst all the other fantastic exhibitors we saw, it was wonderful to stop by all the following food innovators, sample some scrumptious products and to have a good old chat.

Godminster – Our fantastic cheese client who produces the BEST vintage organic cheddar and brie (I’m not biased at all).

Troo Granola – Fresh granola and toasting kits by post. Where do I sign up?

Monty Bojangles – the ultimate chocolate treats.

Belvoir Fruit Farms – naturally delicious Cordials, Pressés from the Lincolnshire countryside. And they now make non-alcoholic wine!

Mr Trotters – British pork crackling, the English mustard flavour packed a punch.

Kent Crisps – Hand cooked British crisps… their roast beef & spitfire ale flavour was the thing of dreams.

Natural Beverage Company – delicious fruity Fairtrade drinks.

Cheers Ice Cream – luxury alcoholic ice cream. Made with premium alcohol and fresh, locally sourced ingredients.

Marshmallowist – gourmet marshmallows, the strawberry and basil was my favourite.

Oi conf logo April 2017

#OiConf – 3 things that made me sit up and listen

It was my first OiConf (that’s online influence to you and me). I’m trepidatious writing this blog, as one of the things that raised a chuckle from me was in fact this cartoon.

Thanks to Ian McKee of Agency UK for bringing that in to my life (via Marketoonist) and affirming that I may well be a walking, talking (eating) marketing cliché.

I could write a really long waffly blog on my views on the state of digital, what’s next for mobile or whether I think social media is in fact dead but I feel like that would just be adding to the ‘content soup’ (credit to Hurricane Media for this excellent new vocab). No, instead I am going to summarise three of my favourite points from the conference. These are the things I will be reminding myself of as I go about developing social strategies, running clients’ channels and sharing with the team what several well-spent hours in Cardiff taught me.

(Apologies in advance if you’re of a sensitive disposition, I blame Michael Scantlebury of Impero for the swearing.)

  1. ‘The internet is full of shit’ (Michael Scantlebury, Impero) Not only that but we (marketers, brands, social media pros) are clogging it up with said shit. This is what I took away from Michael’s talk, one of the best of the day. Brands have been making and posting content to say they are…making and posting content. They are posting X many times a week because someone told them that was the right amount. We need to stop and reconsider what works now. We didn’t used to have as much competition, but now, now we’ve reached ‘peak content’. 5% of all content creates 95% of all engagement, so Impero focuses on making content that ticks one of three boxes:
  2. Does it allow people to talk about themselves?
  3. Does it make people feel part of something bigger?
  4. Is it new/ will it surprise people?

As content creators we are competing with this, every minute of every day:

  • 204,000,000 emails
  • 216,000 new photos on Instagram
  • 277,000 tweets
  • 420,000 tinder swipes
  • 1,400 new blog posts
  • 72 hours of new video uploaded to YouTube
  • 2,460,000 pieces of content shared on Facebook

So make what you’re creating count…

  1. ‘There’s a new sales funnel’ (Jon Mowat, Hurricane) If you’re aiming to increase sales through content, you’re going to want to consider the new sales funnel (below).

This means careful targeting of more niche audiences. Jon highlighted that that bulge in the middle is the point at which people have become aware of your brand/product and they hang out there for a while. Gathering information, asking peers, checking you out on Instagram for up to six months. This is when you want to hit them with content that makes them feel something. Video, well made video, is perfect. It’s not about simply listing your brand’s attributes, it’s about generating an emotional response. Making your target audience feel they can relate to you. Once you’ve created you video you have to pay for it to go somewhere. Inspiring/clever/funny [insert any other adjective here] content isn’t necessarily going to go anywhere without money behind it. Jon recommended a 50/50 or 60/40 approach to video marketing 50% or 60% to go on creation, 50% or 40% to go on activation.

  1. ‘Size doesn’t matter (sort of) when it comes to influencers’ (Ian McKee, Agency UK) N.B I have paraphrased. When delving into the world of influencer marketing don’t get fixated on audience figures. It’s easy to get sucked in by the ‘k’ at the end of an Instagram following, monthly page views on a blog, YouTube subscribers or other metrics. We love to measure but you want to be looking at how engaged their audience is, and what their audience is engaging with. If you imagine your brand/ product on their page, how does it fit in? Consider taking your influencer marketing budget and splitting it between bloggers/vloggers/ social stars whose audiences buy into the products they recommend because they’ve positioned themselves as a trustworthy authority on a relevant topic.

Over and out for now, I’m off to whip up a bowl of content ramen and then practice escaping it…