luxury industry : from pr 1.0 to media/pr 2.0

The benefits of integrating

Influencer Marketing to your

PR/MEDIA STRATEGY

In the luxury industry, communication hasmainly been provided by PR and ADVERTISING

(printed, TV, radio) activities.

And there has never been a proven ROI !

Today, the MEDIA LANDSCAPE is changing with the adventof new DIGITAL MEDIA

3.4 Billion internet users,2.3 Billion social media users in 2016. Social

media users have risen by 176 Million in the lastyear.

25 Billion monthly page views, 2 Million newposts a day and 400 Million daily comments.

The Web is changing the way we consume content

customers say they use social mediaas part of their buying process.

75%

A new communication channel emerged as the result of this digital switch :

INFLUENCERS/BLOGGERS !

considered as the new Media/PR actors

Nowadays :

of marketers indicate that social media is importantfor their business.

83%

A lot of influencers are professional bloggers with animportant audience who trust them. They often have aninternal team to manage their blog with interesting contents.This is why they ask for payment when working with brands.

2 Million blog posts are published everyday.

Luxury industry is 3 years behind the trend leaders.

The rise of social media and influencers also leads to a morefragmented media landscape

Brands need to be present where their customers are !

The switch from PR 1.0 to PR/MEDIA 2.0 :

PR 1.0 PR/MEDIA 2.0

Based on small influencersgroups: Journalist !

One way communication

Press releases

Small amount ofcommunication channels

PR results are not clear

Influencers and buyers are everywhere

Consumers are in control and providefeedbacks all the time

New communication format

New communication channels : web,e-mail, blogs, social media, forum …

New ROI criteria: Google ranking, reads,impressions, clicks on a page ….

the brand message stays the same onlythe communication channels arechanging!

Adv. 1.0

For a printed mediawhich has about 140k ofcirculation:the price for a half pageadvertising variesbetween CHF 30k and50k.

PR 1.0articles not guaranteed

PR/Media 1.0ROI not proven

PR/MEDIA 2.0

Example :Blog - The Fashionisto

400K Monthly visits

44.4K followers

30.5K followers

67K fans

CHF 2'000.- for a fullarticle + posts onsocial media

Proven ROI

Luxury brands must realize that they can't ignore Influencer Marketinganymore ! It is a new Paid Media Channel

Influencer Marketing should become an integral part of the marketing strategy

NEWInfluencer Marketing

Digital(website, Google adv. etc...)

TraditionalPR/Media

Traditional Trade Marketing

Traditional Advertising print,TV radio, billboard

Marketing 360°

There comes a common question:

Where should my influencer marketingbudget comes from ?

Influencer Marketing should be integrated in the mediacampaign budget as it becomes a new paid media channel

(like Google advertising).

The difference with online Google advertising, is that InfluencerMarketing - made through qualitative blogger articles - is a

much more subtle way of advertising and with moreengagements. Therefore higher conversion rates.

Don't miss the buson Influencer Marketing !

Upfluence Rue des Usines 172000 Neuchâtel

Switzerland

www.upfluence.comContact: Daniela Leone

daniela.leone@upfluence.com+41(0)79 716 61 81

References: SmartSide

SocialMediatoday

Flaticons

Upfluence Rue des Usines 172000 Neuchâtel

Switzerland

www.upfluence.comContact: Daniela Leone

daniela.leone@upfluence.com+41(0)79 716 61 81

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