Does it really matter what your company sells, as long as those products look good on social media? Marketing manager for CXO Leaders Summit, Jennifer Hoch, delves into brands that have spent millions making their products look good on Instagram.
Many organisations, both large and small are in some way incorporating their social media channels into their marketing strategy to improve customer-centricity…and most importantly, sell. Companies are spending a pretty penny on their Instagram and Twitter pages, in order to shed the best lighting on their products and services across just about every industry and tailor-focused medium.
US food chain Chili’s has spent nearly one million dollars on an eggwash that gives their hamburger buns a seamless glow that asks the silently ominous question to competing restaurant marketers; sure…your food is good, but does it look good on Instagram? (because when you think about it…which of the two really matter?) A recent article published by Forbes, “Chili’s Spends Millions To Make Food Look Good On Social Media, For a Millennial Customer Experience,” highlights the social media phenomenon that goes to show the length companies are willing to go to in order to strategically market their products and services; because your customer may be more likely to focus on the appearance of their whereabouts and experiences, (by the “X-Pro or “Hefe” Instagram filter) than their actual experience of eating that burger, anyway.
Rather than stealing their customers social-media-scrolling time, Dutch airline company, KLM has incorporated live customer service via Twitter…proving a truly customer-centric business model by communicating with their clients, at their clients convenience…(and holding-time entertainment, for that.) At a respond rate that averages less than an hour, (less than 15 min from our CXOLeaders inquiry,) a personal booking agent can assist your flight management in a personally tailored and unobtrusive manner. The airline’s social media customer service is managed by 150 agents and generates annual revenue of $25M and of course, is seamlessly convenient, responsive and transparent.
According to Bazaar, brands spend over one billion dollars annually for retail-sponsored endorsements that prove to provide a solid revenue stream. Twenty-two-year-old, New York fashionista and blogger, Danielle Bernstein of “We Wore What” sets a $5,000 – $15,000 price tag on a single piece of sponsored material via social media. The retail-Instagram economy is booming. And it only makes that companies cater their efforts, quite literally to their customer’s hand; on the bus ride to work and in between coffee breaks that can attribute validation without appearing to try and do so. Because, obviously, the day-to-day “this is what I’m wearing” and “this is what I like” and “yeah, I know I look good” tends to come off less intrusive when you have a one million Instagram fan-base.
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Spikes Asia today announces that the 2021 awards will take place in February, bringing them forward to the first quarter of the year. Judging for the Spikes Asia Awards, the region’s most prestigious creative branded communications accolade, as well as the Tangrams Awards and Young Spikes competitions will all take place in February 2021. In […]
Following a rigorous round of online judging by 133 industry experts, The Communications Council today announced that 88 finalists from 24 agencies on behalf of 36 clients have made it into Round Two of the Australian Effie Awards. Finalists will now compete for Effies, Australia’s only awards based on proven advertising effectiveness – across 26 […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]
WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured). The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]
Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]
Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]