Mediaboss Marketing

Beauty brands on social media space were quietly hopeful on Wednesday, as President Joe Biden and Vice President Kamala Harris were sworn into office.

The last three weeks, if not four years, provoked consumer brands across all categories to commemorate, condemn, pledge or otherwise acknowledge political and cultural events. And in response to the new presidential administration, many beauty brands took the opportunity to change their tune. Instead of posts that condemned acts of violence or spoke of brand values, indie brands like Herbivore Botanicals, Winky Lux, Prima and Saint Jane opted to use the inauguration as a moment to tease hopefulness and relief.

Additionally, Haus Labs, the brand founded by Lady Gaga, who performed at the inauguration ceremony, posted a photo of her at the event and a quote in the text box explaining her decision to perform. JLO Beauty, whose founder Jennifer Lopez also performed at the inauguration, did not acknowledge the event via social posts. Brands may find it easier over the next four years to avoid commenting on cultural and political issues. Or they may opt to instead focus on political prime time figures like Harris, who has already received considerable attention from the beauty industry for breaking the color and gender barrier for the vice presidency.

We decided to post about the Inauguration and curate powerful quotes because Herbivore is a brand invested in social justice and diverse representation, said Claudia Allwood, Herbivore svp of brand marketing. Previously, we updated our community with transparency about our commitment to social justice inour statement againstthe riots at the Capitol. We [posted] both [a quote from] Alexandria Ocasio Cortezs and Bidens speeches [because they] represent a powerful, positive direction for our country, elevating diversity and representation as central pillars to reunify our country.

The role of social media, and the people who manage brand accounts, has dramatically shifted over the last four years as online environments have become more hostile. As Digiday reported in January, many social media managers are experiencing burnout and are departing from their jobs, in part because of toxic online environments. While online environments remain hostile given the polarized nature of American politics, the Biden administration has sought to project a politically centered policy platform. It has even been remarked, in enthusiastic terms, that a Biden administration could and should be boring.

There will be a collective sigh of relief across brands and social media managers, Bilal Kaiser, principal lead at social media and marketing agency Agency Guacamole said. There is a hopefulness as we turn this page and go into this new chapter together as a country that the daily dose of chaos we became accustomed to is reduced, and we can focus back on the stuff that we got into this world to begin with, which is beauty and skin care and hair care.

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A sigh of relief: Beauty brands message hope on Inauguration Day - Glossy

Corporate CareersWith approximately 1,500 boutiques and outlets throughout the U.S. and Canada, as well as an online presence for each of our brands, it takes sophisticated technology, resources and infrastructure to ensure the continued success of our businesses. From finance and accounting to technology and merchandising careers, we have diverse opportunities available for talented professionals to join our team of nearly 20,000 associates who share our commitment to excellence.

Position Objective

This position is responsible for providing the Most Amazing Personal Service to our internal and external customer using company resources and follows company and brand policies and procedures. Uses technologies and follows processes in accordance with company standards to ensure operational efficiency and effectiveness.

Functional Responsibilities

Education

High School Diploma or GED

Required Qualifications

Chico's FAS, Inc. is an equal opportunity employer. We do not discriminate on the basis of race, color, religion, marital status, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, childbirth and related medical conditions, lactation, genetic information, gender, sexual orientation, gender identity or expression, military service, veteran status, or any other category protected under federal, state, or local law.

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Specialist, Social Media (GA) - Winder, GA job with Chico's | 153788 - The Business of Fashion

Consumers say social media influencers can get them to buy new types of fruits and vegetables.

But they cant compare to the influence of friends and family.

In the Shopper Insights 2020 survey conducted by Moxxy Marketing BB #:341508 and Category Partners, respondents said they would be most swayed to buy a new type of fruit or vegetable based on a recommendation from family or friends (42 percent), food and recipe websites (35 percent) and then cooking shows on television (30 percent) and social media influencers (24 percent).

Broken down by demographics, every age range listed family or friends as the top factor in getting ideas for new types of produce to buy.Those age 45-54 listed it strongest (48 percent compared to 36 percent as the next highest).

The potential for increased sales and product trial, using marketing strategies that encourage sharing between friends and family, might be the most exciting insight from this study, said Karen Nardozza, president and CEO of Moxxy Marketing.

Especially during the pandemic when restaurant visits are way down and chef influence is mostly relegated to video and social media, now is the perfect time to create and activate programs that reward referrals from friends and family. Produce marketers may want to take that strategy a step further and focus on the age groups most likely to be swayed by those they trust most, such as Gen Xers.

Social Influencers for the youngWhile every age group listed food or recipe websites as second largest influencer, for those 25-34, it was tied with social media influencer for second (both named by 42 percent of respondents).

Meanwhile that number decreased as the age groups rose to where it was named by only 7 percent of those in the 75+ age group.

The impact that social media influencers deliver is worth the investment, Nardozza said.

Whether a marketers budget can afford a locally-focused home cook or an internationally known Hollywood celebrity, theres an appropriate partnership for every brand. To be prepared to activate such an effective program, a brands social media channels need to be readyand lack of preparedness is the biggest mistake we see in fresh produce marketing. I encourage fresh produce brands to realize the power and reach of their social media channels and treat them as the strategic communication tool they are.

Not to be discounted, food and recipe websites were named second most often by every age group. The content creators on these sites often rely on grower-shippers for this information, both directly and from their websites, so this is an opportunity for every produce supplier.

From Bon Appetit to Food Network, to Pinterest and The Produce Moms, food and recipe media and websites are a tried and true source for consumers seeking inspiration. Online sources cover the broadest range of influence across age groups. Fresh produce brands have better access to partner with media sources, content curators and creators than ever before to deliver quality and interesting information about products, Nardozza said.

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Shopper Insights: Get to consumers by getting who's close to them - Produce Blue Book

As consumers battled to get used to the new normal in 2020, brands were also faced with finding new ways to stay connected with their audience.

Not only that, but the last twelve months have completely destroyed the concept behind big advertising campaigns. Social distancing meant camera crews werent able to gather, while many brands faced content production limitations.

But there was one type of content that was particularly pandemic-friendly: user-generated content (UGC).

In 2020, we saw a dramatic surge in customer-created photos and videos, across all different industries. Brands were able to collect and share content under tight budgets, with short deadlines, and without going all out on production.

More importantly, they were able to share content that tapped into a growing need for human connection - which will remain a key element to consider in your 2021 approach.

'Connection'was the buzzword of 2020.

People were forced to stay home under strict lockdowns,as part of the COVID-19 mitigation effort. We were separated from family and friends, and the whole ordeal left a lot of people searching for connection anywhere they could find it.

The pandemic has brought a sense of were all in this together"with it and brands, are able to use this to maximize their own connection.

Take Michigan Medicine, for example. They encouraged people to share drawings, photos, and words that recognized the sacrifices that medical workers have made.

Understandably, people didnt want to feel alone, and the internet brought comfort in the form of UGC. It brought people together, and created communities around brands, while also giving people hope and uplifting stories to focus on.

UGC wasnt just the easiest type of content to create in 2020 - it was needed.

Heres why: It facilitated a surge in 'globally-focused'content

Brands that attracted a local audience pre-pandemic found their doors blown wide open to a global customer base.As stay-at-home orders forced people to,well, stay at home, large numbers turned to online shopping. This enabled brands to focus on optimizing their online stores, and serving customers that werent just in the local vicinity of their brick-and-mortar store.

UGC helped bring all of this together, enabling brands to connect with customers wherever they were in the world.

Essentially, UGC fostered human connection - and that connection is more important than ever during a global crisis.

As humans, we want to feel a part of something, and a pandemic is a scary time for everyone. UGC helps bring like-minded people together, inject a sense of community, and create more human campaigns instead of polished, branded offerings.

Mastercards Apart, but united campaign is a great example of a brand doing this well - they pieced together real footage from customers into a short,docu-style video that was emotional and connective.

Consumers were actively seeking inspiring, uplifting, and relatable content during the pandemic. In fact, one study showed that 70% of people wanted brands to share positive content.

They especially sought content that acknowledged the turbulent situation we were all in, but that did so in a sensitive way.

UGC bridges the gap between brands and buyers and increases the sense of belonging.

Oreos #stayhomestayplayful cross-platform campaign shows this in action. It reminded their audience that happiness can still be found, even in the hardest of times.

If 2020 has taught us anything, its that anything can happen at any time. No one expected last year to turn out the way it did, and it shows that being able to successfully pivot is a must-have for brands.

The fast-paced nature of UGC, and the rawness of content from real people, means that brands are able to be far more flexible. This was vital when the state of the world was changing so fast - the last thing brands wanted was to spend two months working on a campaign, only to find it completely out-of-date after a couple of weeks.

UGC enables brands to gather and share content quickly, and create in-the-moment campaigns based on current needs and trends.

Jack Daniels did this through their With Love, Jack campaign. Using real footage from their audience, they edited together a short video showing people at home.

It increased trust at a particularly untrustworthy time

People were hurt, confused, and skeptical in 2020.Many people had their livelihoods destroyed, millions lost their jobs, and even more had sick family members. There was a lot of bad news all round.

As such, trust was absolutely crucial for brands wanting to attract and maintain their customer base during the pandemic, and UGC is key to building trust. In fact, 70% of consumers trust UGC more than branded content, while 75% think UGC makes content more authentic.

I think we can be pretty confident that many of the trends in 2020 will carry over to 2021, including the surge of UGC. Instead of waiting for the new normal, we should accept that were already experiencing it, and in this new normal, trust, community, and connection are absolutely crucial.

Brands are now serving a much wider audience,and that audience is often sprinkled all over the world. To maintain these new customer bases, businesses will need to continue building trust, and cementing customer relationships. UGC is the perfect way to do this through social proof and community building.

The State of UGC Report states that UGC will still be huge in 2021. The effects of the pandemic continue to ripple throughout the world. That wont change anytime soon.

However, we can expect brands use of UGC to develop and evolve as they settle into this new groove of customer-focused marketing.

In 2021, brands will:

Instead of sharing UGC as and when it becomes available, it will become an integral part of every marketing campaign. Positive customer reviews will be critical for brand success, and social proof will expand to include real-life customer stories told through different content formats.

Employees have been stuck at home too. In 2021, more brands will loop their staff members into content creation to bring together dispersed teams.

Most consumers today expect personalized campaigns. In fact, theyre happy to hand over their data in exchange for personalized product recommendations and individual journeys based on their needs.

According to one study, nostalgic feelings make customers more willing to spend their money. As people strive for things to go back to normal, well see more brands tapping into the past.

UGC has proven to be an integral part of marketing in 2020. Next year, well see it popping up in other types of campaigns, too.

Take White Plains'Virtual Oktoberfest'event, for example. The main campaign is a virtual event, but the organizers turned to UGC to generate increased buzz around it.

Live-streams were incredibly popular during 2020 - which is not surprising really, given consumers were stuck at home and craving connection.

2021 is likely to propel video-based UGC campaigns into the limelight. Sephora started to increase their IGTV output during quarantine, and it looks like theyll be doubling down on that over the next few months.

At this point, youve probably mapped out your marketing plans for the next few months,maybe even the next year if youre particularly organized. But have you included enough UGC in the mix?

We cant predict what will happen in 2021 (and we wouldnt want to, if 2020 is anything to go by), but we can learn from things that worked in the past. And UGC was definitely one thing that worked well in 2020.

In fact, it was the perfect marketing tactic during the pandemic. It brought people together, instilled a sense of were all in this, and helped brands cement trust with an increasingly skeptical consumer base.

So, if you havent already, its time to start thinking about how youll inject a hearty dose of UGC into your marketing campaigns.

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Lessons from UGC in 2020 - and How it Can Help You in 2021 - Social Media Today

Jessica is on the growth marketing team at Zageno, a multi-vendor, online marketplace for life science products, and is head of content at Elpha, a Y Combinator-backed community of 40K+ women in tech.

Deep tech startups develop cutting-edge innovations with the power to truly revolutionize society. The founding team members at these companies often come from deeply technical backgrounds, which powers rapid product progress but can create bottlenecks on the go-to-market side.

In this post, I outline the answers to four key questions around marketing at early-stage deep tech companies that are post-revenue:

From this post, deep tech startups can formulate their marketing hiring strategy and attract and cultivate top talent to drive their go-to-market plan. Without business execution, even the most groundbreaking innovations do not achieve their intended impact.

To set the context, I share below the typical projects of deep tech marketing teams, which look different from marketing in other industries given the greater product focus and complexity, regulatory oversight and longer time to market.

Marketers leverage the strength of the IP to establish collaborations with large companies, such as pharma companies and institutions, such as the government, universities or hospitals. To this end, marketers develop creative ways to gather lists of, and information on, key contacts at these potential partners. They also build sales collateral, such as demo videos, pitch decks and one-pagers, to more effectively reach and build long-term relationships with these prospects.

More broadly, marketers also develop the go-to-market strategy beyond partnerships. To this end, marketers conduct in-depth market research on business models, monetization strategies and reimbursement channels.

Marketers create original content to establish the company as a thought leader, build the companys brand credibility through social media and apply for awards and honors to validate the potential of the companys solution.

Marketers work with finance and product teams to formulate projections as the company moves into the clinical phase.

The CEO and other members of the founding team take on marketing work in the formation stage to better understand and empathize with the needs, capabilities and opportunities in the department before bringing someone on full time.

Once the product shows signs of repeatable revenue, a marketing lead is needed. Specifically, this is ahead of a large Series A round, after a small Series A round or when a commercial partner has expressed interest in larger, long-term contracts. Instead of the typical chief marketing officer or chief revenue officer title, deep tech startups call this person a chief commercial officer or chief partnerships officer.

For additional support in the formation stage, companies bring on MBA interns and work with their investors. Prior to the Series A, platform teams at deep tech venture-capital funds are hands-on in helping with marketing through actually doing marketing projects for their portfolio companies, ideating on long-term marketing strategy with the founders through regular feedback sessions and connecting founders with vetted marketing contractors or agencies.

For companies that require FDA approval, commercial advisors, consultants and board members fully take on the partnership strategy work (which represents the bulk of the marketing needs) prior to the Series A round. Similarly, external consultants, such as marketing agencies, can take over major projects like launch strategy. External consultants can then join the team should their performance be strong.

For drug-development companies, the marketing leader is most crucial when the company enters the clinical phase and prepares for trials, regardless of funding stage.

Of course, it is ideal to hire someone with experience selling into the space and someone who is comfortable with the complex supply chains and long sales cycles. However, if the choice is between someone with functional expertise but no industry expertise and someone with industry experience but limited or no functional expertise, it is better to hire the former candidate and leverage the rest of the team for domain expertise. Deep tech is a niche area, so the other team members can support the marketer in developing industry expertise.

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How and when to build marketing teams at deep tech companies - TechCrunch