Cosmoprof North America 2014

CosmoProf North America is a three-day exhibition for beauty industry professionals. The business to business trade show is held annually and is focused on distributors, manufacturers, and buyers of cosmetics, skin care products, toiletries, fragrances, spa management software, as well as hair care and styling products. This week I will be analyzing their integrated marketing communications (IMC) efforts on their social media channels before, during, and after the conference in Las Vegas July 13-15, 2014.

Please note: this post is strictly for academic purposes. I am not a spokesperson of CosmoProf North America or any of the companies represented at the trade show. Feel free to get more information on CosmoProf here and here.

As you can see from the screenshot below, CosmoProf uses social media buttons for Facebook, Twitter, LinkedIn, Pinterest, and Instagram as designators to the platforms in which businesses and consumers may engage with CosmoProf before, during and after the conference. Although they have a presence on these platforms, their website is where they devote their time to truly promote the event. With one glance, one can see a countdown to the event, awards they've received for most innovative trade show, a YouTube clip of highlights from 2013 and quick click-through access to visitor registration.

CosmoProf North America Website Homepage

Their website is obviously their main hub of information. At the bottom of the page, the option to subscribe to a newsletter is available. I did not personally subscribe, so I could not attest to its role in the mix but it's possible that the newsletter's purpose was to drive traffic back to their website rather than to any particular social channel for guests to gather information before, during, and after the event.

To be honest, I expected to see more posts building anticipation for the trade show, but there was only one mention of the event on Facebook before opening on July 13th. However, once the event had started, both Facebook and Twitter were predominantly used to highlight certain booths and speaking engagements throughout the three day period. 

Facebook posts frequently included photos of new products. Twitter didn't include very many photos, but did retweet a very active user named Hannah Perlman (@DalaiHannah), who strategically used #trendscout and #cosmoprof2014 in her posts. As expected, Twitter gained the most response from visitors as they commented in real-time on their participation and experience. They mentioned brands and products with which they interacted and liked. 

Instagram was also very popular although it was mostly used for consumer-generated content. There are several web viewers that contain photos from the event--Websta and Iconosquare, to name a few--but any archived content had to be tagged with #cosmoprof in order to be viewed.

#cosmoprof Instagram submissions found on Iconosquare

It should be noted that there was not a unique official hashtag for the event, and the hashtags that were used were inconsistent. With hundreds of visitors using unofficial or other interest group-specific hashtags, this may affect any measurable data for future access and that which is reported back to sponsors.

For the most part, branding is consistent among channels. I was able to recognize very quickly whether I had landed on the verified account handles simply by seeing the model in a bright blue, windblown dress as pictured from their homepage. What stood out to me was their use of 10times, a service provider for business events. There are tabs where visitors could add themselves as "Attending" the conference, get information regarding hotels in Las Vegas, or leave a review. Visitors could see which exhibitors and plan ahead. I hadn't previously been aware of this content community or how they were changing the way in which we discover and experience events such as CosmoProf's trade show.

Overall, CosmoProf is making an effort socially, but could improve their IMC by using all channels to build anticipation for the conference, asking followers questions about the event or which brands/products they tried, consistently using hashtags and using them across platforms, and encouraging visitors and exhibitors to use said hashtags. There is a lot of potential here, and I know a little planning on their behalf could make a huge difference.

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Three's Company: An Analysis of Brands and their IMC

Whole Foods Market (WFM) is a leading natural and organic food store, with nearly 300 stores across North America and the United Kingdom. They have an integrated marketing approach as their social media strategy is built around their company website and additional platforms including Facebook, Twitter, Instagram, Google+, and Pinterest. WFM is often considered a role model for other brands after five years of having successfully executed their social media marketing plan.

They are successful for a number of reasons, but I'll list the four that I find most important:
1. Each social platform has its primary objective. For example, Twitter is primarily for customer service, questions, and requests. Meanwhile, Facebook is where WFM promotes products, engages and educates their customers. None of their platforms are neglected, as they see the value of each being used equally to build their brand image.

Whole Foods Market on Google+ pictured above;
WFM Facebook on lower left and WFM Twitter on lower right

2. WFM keeps messaging and imagery consistent across platforms, using the logo and a prepared food item in their photo covers (see right). Content is updated daily (almost hourly on Twitter) and they drive users mostly to their blog with links. Their hashtags include #WFMdish and #WFMwine, but are used sparingly.

3.  They prioritize the local component of each store. Community managers focus on being where the customers are. These individuals work to engage with customers on WFM's multiple platform accounts.

4. They believe customer engagement and conversation should occur as naturally as possible. They are good at social listening and are ready to apply new ideas from what they learn.

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It takes a lot for a company to admit struggling to determine ROI in their social media strategy. It speaks volumes, however, knowing they found a way to make an impact socially utilizing resources already available to them. That's exactly what The Home Depot did by creating the "social media store associate" position. This hybrid role is now three years old, and allows select staffers to be go-to experts and social media content creators two days a week. Through their use of Facebook, Twitter, Instagram, Google+, and Pinterest, they assist with media appearances on Home Depot's How-To Community, The Apron blog, the Garden Club and HomeDepot.com.

Everything is up to date as the platforms highlight Home Depot's current specials of "Red, White and Blue Savings," for the Fourth of July.  They're using this across all platforms, so the messaging and imagery is consistent. Similar to Whole Foods, The Home Depot pushes users through to their blog via links in Facebook and Twitter posts. Their hashtags, #SpringMadeSimple, #DIHWorkshop, and #StyleChallenge produce results on almost all platforms.

Home Depot Vine Video on Facebook

I was especially drawn to their visual platforms -- Vine, Pinterest and Instagram. On these platforms, users can find fun, vibrant videos, and lots of high resolution photos. But each channel has their distinct purpose. Vine is used as a quick educational/tutorial tool. Pinterest is aspirational with the best looking visual information, whereas their Instagram makes the user want to share in the experience. All in all, it's great to see Home Depot make the distinct move toward more visually focused platforms when consumer interest towards the ongoing trend of visual posts is increasing.




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"Unlike the majority of retailers that believe brand to fan engagement is the primary goal of social media, Amazon has always concentrated on personalizing the shopping experience," says Wade Gerten, CEO of 8thBridge, Inc. Out of the three brands I've researched, Amazon is the only one that is almost exclusively promotional on all of its social media platforms. They take an integrated approach, having a presence on Facebook, Twitter, Instagram, Google+, and LinkedIn. All of these channels are consistent in messaging and imagery as they currently advertise "the first smartphone designed by Amazon #firephone."

Facebook is the network with the most up to date content, with Instagram and Twitter in close second. Their newsfeed on Google+ is heavy with promotional information about electronics like headphones, watches, and other gadgets. Amazon's use (or lack thereof) of Pinterest was really surprising and saddening. As the photo below shows, they only maintain 18 boards - many of them old - and a little over 800 pins.

Amazon Pinterest header 

Besides #firephone (or any hashtag promoting a new product of theirs), their use of hashtags is inconsistent across platforms. Amazon doesn't drive users to their other social channels. Rather, any consumer interactions that happen on Facebook, Twitter, and Pinterest drive significant sales to its online retailer site to make a purchase.

Some would argue that Amazon has missed the boat on social media, but their incorporation of social elements into its own site cannot be overlooked. They make it easy for shoppers to share products with their friends with a Like button, Tweet button, Pinterest Pin-it button, Google+1 button, and an Email A Friend button on its product pages. Additionally, Amazon gives customers with Facebook-connected accounts to see reviews written by their Facebook connections. By use of crowd sourcing, Amazon is making efforts to personalize the consumer's shopping experience.

Sources:
Schoultz, M. (No Date). "How Whole Foods Marketing Uses Social Media to be a Difference Maker." Digital Sparks Marketing. Retrieved 26 June 2014.
http://www.digitalsparkmarketing.com/creative-marketing/social-media/whole-foods-marketing/

Stambor, Zak. 5 Dec 2013. "How Social is Amazon?" Internet Retailer: Portal to E-Commerce Intelligence. Retrieved 26 June 2014.
http://www.internetretailer.com/2013/12/05/how-social-amazon

Zmuda, Natalie. 29 Sept 2011. "Home Depot's Social Media Strategy Pays Off." Advertising Age. Retrieved 26 June 2014.
http://adage.com/article/special-report-social-media-guide/home-depot-s-social-media-strategy-pays/229865/

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One Kings Lane: Are you interested in an Email Marketing Manager?

"Your home is too valuable to look like everyone else's." 

That's why customers come to One Kings Lane. At least, that's why I do. Simply, I love my home. I love the way it's an extension of my personality and my place of solace. You've helped me connect daily design inspiration with a fresh collection of select home goods, designer and vintage items I can't find anywhere else. You help me tell a story through design.  

I appreciate the way you take the time to create a rich experience for your customers and to get the word out about it via gorgeous graphics, inspiring ad campaigns, and media mentions. But I don't see as much personalization as I would like by a company of your caliber.

You've obviously nailed the concept of "luxury living," so it's time to take it to the next level. Having worked in development for the last two years, I learned the importance of building valuable lifetime customer relationships. Not all customers are created equal and investments in customers should be tailored accordingly. At One Kings Lane your email marketing strategy should reflect how you think about each customer differently to profitably grow your business. So why not provide your customer another medium in which they can flaunt their special space to friends and family? 

How Can We Do It? 
Beyond providing information about new products and sales, there is an opportunity to give customers insight on modern living room ideas, how they can create the perfect bedroom, and avoid common design mistakes. There is a group of untapped customers who wish to have designer homes, but aren't hip to the innovative concepts of interior design. You could consider covering the basics as seen in the two videos below.

How to Create the Perfect Bedroom:

5 Ways to Avoid Common Design Mistakes:

The truth of the matter is that not everyone has the ability to recognize and put together a collection of hand-picked objects that reflect one's personal style. With a few clicks, customers can very easily watch a video such as this:

 

But imagine its impact if we not only offered these how-to videos, but got personal on platforms like Facebook and Twitter, and created valuable conversation with people who take time to talk about this company. With our guidance, new decorators will find ways to make subtle personal touches enhance their home interior while speaking volumes of their personality. This presents another opportunity for engagement - they'll be happy to show off their hard work to their friends and followers, and give us credit for providing the resources to do so!

So Why Me? 
I'd be perfect to work as the Email Marketing Manager at One Kings Lane because I am an analytical thinker and ready to lead programs and campaigns. My work ethic as a self-starter shows I can "take the ball and run with it," all while maintaining a positive attitude. And most importantly, I believe that your home is a reflection of yourself. I understand that "your home tells your story, what you enjoy doing, how you're feeling, and who you spend your time with." I get joy out of seeing the lightbulb "go off," when someone finally sees how furniture can be turned into a piece of art. 

Click to see my Pinterest board of inspiration and other topic ideas that I would love to implement at One Kings Lane. 

Sincerely,
Tiffani Stephenson

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