This week, all is well (or is it?). A global brand opting out of social media. Franchisees of the world's largest pizza company help their competitors. And, finally, a good lesson stems from poor personalization by an animal hospital.
Lush says no to (some) social media (again)
Recently, Lush made headlines with its new Global Anti-Social Media Policy. The cosmetic brand announced it would not post to four of the largest social media platforms: Facebook, Instagram, TikTok and Snapchat.
Wait, have we heard of that?
Kinda.
In March 2019, Lush “turned off” social media, encouraging its audience to interact with its employees and with the individual store, its social media accounts, its website, and the Lush Labs app. , according to Vogue Business . As the pandemic hit, the global brand's digital team turned back to social channels to reach customers when face-to-face isn't possible. . “Social media is not designed to take care of people's health, but our products. Lush chief digital officer Jack Constantine said in the article it was counter-intuitive for us.
The company can succeed by this value – an estimated $13 million in the short term from direct social selling (about 0.5% of total sales), according to company executives . But Lush is exploring alternatives to attract them including investing in your YouTube presence, creating emails specifically for customer feedback, and active page on Reddit fan-started (with over 70,000 members).
@LushCosmetics can make a short-term $13 million hits when exiting Facebook, Instagram, TikTok and Snapchat. But they have planned other ways to interact via @CMIContent. Click to post
HOT TAKE: Lush's decision attracted a lot of attention and reinforced the company's focus on healthy living. Of course, it also attracts the same attention as it 2019 moves. The pandemic may have caused customers to forgo their decision to return to their social channels. But how many times would they stand with the company if it changed its position again?
One more thing: Brands may want to rethink the name they chose for a new content feature called Lush Stories. According to the Vogue Business story, it is intended to be a portrait video format similar to Snapchat and Instagram Stories that the company will feature in its app, product page, and website. A quick search for “Beautiful Stories” revealed the name had been used by an adult porn site.
Why Domino's Franchisees Helped Their Competition
Seems like a strange move.
Franchisee of the world's largest pizza brand gave gift cards to other restaurants in the vicinity for their thousands of customers. In the last two weeks of last month in Boston, Phoenix, Louisville, Laredo and Denver, Domino's franchise owners bought $100,000 worth of $50 gift cards and randomly gave them to their delivery customers . Purpose? To encourage people to order directly from restaurants and avoid delivery app fees.
Locally owned grills, taco places, barbecue shops, bakeries, food outlets and more benefit from this campaign to draw attention to High Fee Restaurants like this pay to participate in application-based delivery services.
Domino's shared news on Twitter and brought to YouTube to share stories directly from restaurant owners. The video has racked up more than 3.5 million views in two weeks.
[embed]https://www.youtube.com/watch?v=VsBKjTVVtws[/embed]HOT SPECIFICATIONS: Domino's store owners may have taken the obvious route — reminding pizza buyers that they should order directly from the chain, with no shipping charges. Instead, franchisees have turned their attention to a problem facing fellow restaurateurs in their own city — the fees that restaurant owners sometimes have to pay to participate in the delivery service. at restaurant. It's a great example of Cause-related marketing .
Cause marketing example: franchise owner of @dominos gave customers $100,000 in gift cards – to other area restaurants via @CMIContent. Click to Tweet
Once the dogs are personalized… make sure they're alive
A birthday greeting to a pet from your local animal hospital sounds like a great content marketing tool. Unless their profile is too old.
VCA Animal Hospital West Los Angeles sent a personal birthday wish to Jodi Harris of CMI for her dog, Mugsy. Email includes a link to a video message using Jodi and Mugsy's names.
But then she received a second email from the veterinary hospital containing the same video. This time, the video mentions Jodi and her dog, Jake.
Problem? Jake passed away 8 years ago. Yes, EIGHT YEARS.
HEATED UP: Where to start? Sure, many people have more than one pet. But does sending two emails on the same day with nearly identical birthday messages convey that the clinic knows or cares about her and her pet? Definitely not, because it's dead. In this case, it's better to send a generic happy birthday email than to try to make it seem personal.
And, as Jodi explains, if the hospital doesn't have a record of treating a pet for eight years, it's better not to send a text than an emotionless one.
Lesson: Summarize all the information you have about a customer before you content personalization – does not settle for just name, email address and language. And if you have enough data to personalize your content, try to go further than filling in your name here.
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Cover photo by Joseph Kalinowski / Content Marketing Institute
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