How to Write a Facebook Post that Your Audience Won’t “Hide”

In the world of public relations, I’m sure we’ve all gone through our Facebook News Feed more times than we’d like to admit, for both professional and personal purposes. Unlike traditional news websites, Facebook always has the most random of news feeds providing you everything from updates on major business deals to completely useless updates on the status of your friend’s morning line at Starbucks. Some people “like” statuses more than others, but rarely do we comment on anything unless they are posting about a topic close to our hearts like the controversy over the How I Met Your Mother finale.  So if we’re more likely to ignore or “hide” a status that doesn’t interest us, what topics should we stay away from so no one ever wants to “hide” our clients posts? There are actually more topics or factors to it than you may realize.

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TRY TO AVOID BEING TOO EMOTIONAL

Of course, you can be excited about your new launch or post a few quirky, funny photos to attract new followers, but in the world of fashion public relations, try to stay away from sadness, anger, or guilt. You do not need to post about illness or post any modern version of a chain letter. We all hate them and want to immediately “hide” the post. Also, stay away from random angry rants, especially with no context. Nothing’s more annoying than a random post saying, “I hate life!” It just begs for attention because you have no idea what is going on and it’s completely inappropriate.

DON’T SHARE DISTURBING IMAGES OR DISCUSS RELIGION

Even if the new clothing line you are promoting is awesome because it’s vegan, it doesn’t mean you have to post photos of how the animals are killed for other clothing lines. Posting pictures of your client’s products and sharing the statistics of how many animals the client has saved by going vegan is a much better approach! The same approach applies to religion and urban myths.  Not all of us share the same beliefs so it’s best to keep the posts as neutral as possible.

DON’T REVEAL TOO MUCH ABOUT THE COMPANY OR ITS EMPLOYEES

Unless there is news that is necessary to address because it has made national headlines, always try to keep your personal and professional life separate. You may be having a bad day because your grandmother passed the night before, but don’t post about it on your brand’s page. Feel free to post on your own page, but don’t share your sadness with your business’s audience. Fashion is about making life more fun through expressing yourself so keep the topics as light as possible.

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When it comes to social media, it’s about keeping it classy and keeping the quality high. I’m sure you all have unfollowed friends because they only complain about their days, but you still follow friends who actually use the platform to keep in touch with you. That’s how you should view your business page. Keep it simple and engage with your audience. As long as you know what your audience loves to talk about, posting on Facebook can be really fun and you can learn a lot about what they want to buy. The best way to find out what they want is to ask them directly.  Just ask nicely.

How to Pick a Blogger to Endorse Your Client’s Brand

Bloggers and fashion designers have a lot in common. For every one that is real and successful, there are millions of other ones that are fakes and wannabes. With so many bloggers out there in the endless abyss that is the internet, how are we supposed to know which bloggers are worth our time and money? There are some bloggers that are easy to eliminate out of the running. They receive no comments, they make a lot of editing errors, or do not post photos. But then there are some amazing bloggers that just don’t have a following yet. While those bloggers could be perspective bloggers, you need the ones that can help your clients now. Here are some ways to find your needle in the haystack.

HOW OFTEN DO THEY POST?

Consistency matters in this industry. You don’t want to hire a blogger who is flaky and not going to take your deadline seriously. You want someone whose posting frequency ranges from daily to weekly, and while having a preferred niche to write about, also be relatively versatile. For example, if they are a New York City fashion blogger, they should be posting about their favorite outfits best for the city throughout the year, and even outfits for vacations! New Yorkers leave the city, too! But if you see them posting about random things that interest them but not their readers, they may not be as focused as you need them to be.

DO THEY HAVE A MEDIA KIT?

If they don’t know what a media kit is, then they don’t take themselves seriously. A media kit shows you everything you need to know about the blog in a quick and easy format.  For instance, it will encompass all of the press they have received, facts about the writer and their blog, their blog statistics, and their outreach. They need to take themselves seriously as a business so you can take them seriously, too!

HOW MANY TIMES ARE THEY RETWEETED?    

Sharing is everything in this industry. It’s important that they have a strong following but it’s also important that their followers retweet to their followers! Why? Because the blogger could tweet it out to their 10,000 followers, but then if one follower retweets it, they can tweet it out to another 10,000 followers, and so on. On Facebook, your bloggers’ goals are to get a high amount of shares and likes. On Twitter, your goals are to get a high amount of favorites and retweets. And on Pinterest, you want to get a lot of hearts and re-pinning, especially because pins spread like wildfire and are great for fashion and lifestyle brands. Your pins are linked directly to the product so it leads the consumer directly to the page to buy it!

HOW STRONG IS THEIR IMPACT?

While followers and the amount of retweets are important, in this case, quality is more important than quantity. There are some bloggers who post a lot, have a lot of followers, and get an adequate amount of purchases from their publicity, which eventually adds up to impressive figures. But if the blogger has the impact to sell the same amount of merchandise with just one tweet with less followers, they have a stronger impact and they are the blogger you are looking to hire.

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In the end, you will probably work with multiple bloggers for many clients and will learn that as long as they are responsible and trustworthy, that the press will help your client regardless. As long as you pick a blogger that loves the brand and will respect its clientele, you should have a lot of fun working with your bloggers.

How to Lose a Client in 10 Days

One of my favorite romantic comedies is How to Lose a Guy in 10 Days, as if you couldn’t tell by the title. I love writing how-to articles since I learn the best when I work with lists. In the film, Andie Anderson (Kate Hudson) pitches a how-to piece in reverse about how not to get a guy which inspired this next blog post. There are countless articles on the “do’s”, about how to get a client or how to treat a client. The “don’ts” are implied, but sometimes we also need the “don’ts” written out. Here are some tips on how NOT to treat your client.

DON’T GIVE CLIENTS SPECIAL TREATMENT

Let’s say you have two designers on your roster, one is world-renown and the other is fresh out of fashion school. You might think that you should give more time to the established brand, but that’s not necessarily true. The established brand is already known. More likely, the lesser-known brand will need more work to get it to the established brand’s level. But either way, both are paying clients and are paying the same amount, at least proportionally, for your services. Because of your hard work, the lesser-known brand might just blow up and you wouldn’t want to be tossed aside for another publicist who is willing to treat them fairly no matter their popularity.

DON’T IGNORE YOUR SOCIAL MEDIA OUTLETS

If you’re in publicity, your work is so much more than sending out a press release. You need to be present on social media, attend social gatherings, and be aware of all the newest ways to get your client noticed. If you’re promising a new client more followers on all of their social media outlets when you are out of the loop on your own Facebook page, how can they believe that you know what you’re doing? Don’t just say that you can do it. Prove it!

DON’T PUBLICIZE YOUR CLIENT EVERYWHERE

You might know the editor-in-chief of every major magazine, producers at national news stations, or even A-List celebrities. But just because you know them doesn’t mean you should ask them all for a feature or a tweet. If your client’s brand is a women’s active clothing line, you shouldn’t be pitching Vogue, Fox News, or Nickelodeon. You should be pitching ONLY where her audience or her potential audience would be watching or reading. Pitch fitness magazines, lifestyle news stations, fitness bloggers, etc. Overexposure is not necessary because it only establishes that the brand has no direction.

DON’T MAKE PROMISES YOU CAN’T KEEP

Your potential client may be begging for a national TV spot but you know that getting a TV spot is one of the hardest things to attain in our business. You may really want that client and you will try your hardest to get that spot. But G-d forbid you can’t land them a TV spot, they might consider that a deal-breaker and move on to another publicist. Explain to them the realities of what you can do for them and why your firm is still wonderful and a great fit for them. But if it’s not good enough at the beginning of your relationship, it’s better that they move on than going through a bad break-up later on.

As long as you’re fair and true to your word, it’s very simple to avoid the don’ts. If you’re honest about what your firm can do for the client from your first consultation and follow through to the best of your abilities, you should have perfectly healthy relationships with all of your clients and will hold on to them much longer than 10 days.

HOW TO DRESS FOR THE JOB IN FASHION PR

In the fashion world, dressing for the job is half of it. Even if you have an amazing product to promote, if you are always dressed in a t-shirt and jeans, you will never make it in the fashion world. It doesn’t mean you have to wear Chanel, wear heels everywhere you go, or wear ALL the latest trends, but you have to keep your wardrobe up-to-date and look like you have your own style. If you do not have your own, how are you supposed to sell another’s? Here are some tips on how to style yourself for every occasion if you specialize in fashion in the world of public relations.

MORNING MEETING/PROFESSIONAL OUTFIT

You don’t want to wear anything too distracting, but you still need to make a statement. The key to that is to wear a striking color or subtle pattern. Add a few accessories to kick it up a notch.

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Amelia Silk Combo Flared Wrap Dress (in Jungle Diamond Black/Black)

by Diane Von Furstenberg ($485) (on the top left)

Short Sleeve Solid Jersey Faux Wrap Dress

by NY Collection ($48) (on the top right)

Silver-Tone Geometric Link Frontal Necklace

by Steve Madden ($28) (on the bottom left)

Zaphire Ankle Strap Pumps

by INC (on the bottom right)

 

AFTERNOON PRIVATE LUNCH WITH AN EDITOR OR BLOGGER

You can have a little more fun with a lunch meeting, especially if you are going to a cafe instead of a fancy restaurant. And if you need to dress it up a bit, wear a cream-colored blazer over them. 

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Kandence Belted Dress

by Lauren Ralph Lauren ($159) (on the top left)

Sleeveless Striped Belted Dress

by Evan Picone ($79) (on the top right)

Two-Tone Floral Collar Necklace

by Lucky Brand ($39) (on the bottom left)

Raquelle Pumps

by STEVEN by Steve Madden ($99) (on the bottom right)

 

EVENING EVENT

This is when you can dress up and have a little more fun. And with these dresses, you don’t really need accessories because they are already embellished. Sure you can throw in a ring or long earrings, but the dress and shoes do most of the work for you already.

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Ombre Sequin Tank Dress

by David Meister ($240) (on the left)

Sleeveless Metallic-Lace Cutout Dress

by Xscape ($150) (on the right)

Lace Pump

by Nicholas Kirkwood ($675) (center)

 

VANCOUVER FASHION WEEK: DAY SIX

Respect for their environment, upbringing, and their mentors shine through in the designers’ collections.

Vancouver Fashion Week came to a close with four very different designers from around the globe: one from Canada whose menswear line was inspired by the topography of her country, one from Korea whose line showcased her love of glam rock and nordic fashion, and two designers from Peru whose lines embodied their love of Paris and the female form.

To start was the show for The Unified Theory, a menswear line designed by Canadian Sara Bailey. She was raised in the Rocky and Appalachian mountains so she infused her love of her surroundings as well as nomadic hunter-gatherer instincts into her line. The collection consisted of natural and eco-fabrics such as raw silk, bamboo, and tencel with pieces such as long hooded jackets in reptilian prints (pictured below).

A photo of the runway for The Unified Theory

Originally from South Korea, designer Soojin Lee showcased a day-to-play line with a glam rock twist. She layered textures of silk, sheer, and fur inevitably inspired by Nordic design. In the past, she has been trained by Alexander McQueen and Hussein Chalayan, which can be seen in her current style and technique.

Finally, two Peruvian designers brought Vancouver Fashion Week to a close with two collections made to honor the female form and female fashion throughout history. Noe Bernacelli took upon his training in nude art to create embellished shimmering gowns that hugged the models at every curve. Some dresses had sheer backs, some were mini, and some even had simple lace embellishments layered over a romantic color palette. Evolèt, by Jercy Gutierrez, presented dresses with gorgeous drapery with a defined waist, victorian-style blouses and haram pants, as well as knit sweaters and leggings. All in all, his collection embodied the idea that women should be adorned in fabric but also tailored in the right spots so her figure is never enveloped by the clothes.

“It’s been a vibrant and inspiring week, which ended on an appropriately high note. We saw a relax menswear collection from an up-and-coming Canadian label, trendsetting cool from a Korean in London, and then ended the day with two Peruvian designers who each expressed their own aesthetic and love for the female form.”

-The Province

 

DESIGNERS FEATURED ON DAY SIX

  • Canadian Designer: The Unified Theory

  • Korean/UK Designer: Soojin Lee

  • Peruvian Designers: Evolèt and Noe Bernacelli

 

About Vancouver Fashion Week

Vancouver Fashion Week is a bi-annual event that will take place at the Chinese Cultural Center at 50 East Pender in Vancouver. With 80 international designers and more than 20,000 attendees, VFW brings designers, buyers, and media together to celebrate creativity and new trends in fashion.

VFW’s media partners include: BC Living, NICHE Magazine, and L’Officiel Ukraine. VFW’s exclusive Ukrainian partner, L’Offciel will provide live coverage from the runway. As a part of the L’Officiel family, L’Officiel Ukraine features opulent topics such as personalities, fashion, art, and lifestyle while elevating the image of Ukraine on the international stage.

Other sponsors include Hasselblad, Fashion Seoul, Shopstyle Canada, and many more. For more information, please visit VanFashionWeek.com. Like us on Facebook.com and join the conversation on Twitter.com.

Fashion and Beauty Brands: Simple Tips to Supercharge Your Marketing using Video

In the last few years, social media has brought new life to marketing. Gone are the days where direct marketing only consists of an employee bombarding you at the entrance of your favorite store or junk mail being stuffed in your mailbox. Now ads can go directly to your email’s inbox, but most are filtered into spam, especially if you create your own settings. So how do you use social media to get the word out about your product? With more than 1 billion unique visitors a month and over 6 billion hours watched a month, the answer is…..VIDEO!

If you are one of those people who prefers to stick to the written word or selling over the phone or in-person, capturing yourself on video might seem a little daunting. But after reading about the kinds of videos you can create to connect to your consumers, you might just be inspired.

TUTORIALS

Tutorials are one of the most popular genres of video today. People turn to video tutorials for anything and everything from how to build your new Ikea cabinet to how to create a perfect flower arrangement. In our cases, for fashion and beauty, it gets more specific. If your product is clothing, show your audience how to wear it. Don’t just put the dress on a model. Instead, show them how it can really work! Accessorize for all the possible outings. If it’s only a work dress, pair it with a few different options according to the current season. If it’s a day to night look, show how you can make it work for both the morning meeting and the evening happy hour. For beauty products, have a makeup artist show how the makeup is applied on a model and mention for when that look is appropriate. YouTube favorite, Michelle Phan, has made a living out of doing just this by doing videos for her 5 million plus subscribers or “phans”.

PROMOTIONS

Are you about to launch your spring line? Introduce your products by displaying them in a video on models. You do not have to do a tutorial just yet but you can include promotions to help sell early or even to clear out the remaining of last season’s stock. Everyone loves a sale!

PRODUCT REVIEWS

Most likely, you have tons of competitors in your market. The best way to compete is to…actually compete. In commercials, they show the “leading brand” versus their product and demonstrate why it is better to buy theirs. For example, if you’re promoting shoes, go into detail. Get close-ups of the fabric, the lining of the shoe, or even the traction. Maybe the leading or cheaper brand’s lining already looks like it’s peeling off or has no arch support, while your lining is intact and has plenty of support. Point that out! Say that while both look similar, which one is going to feel better and be worth your money?

For beauty products, let’s say you have a new long-lasting foundation.  Show how it is applied on a model and have it side by side to the leading brand once again. Do they look different at first apply? Does one come off after a few hours? Does one hold up better with perspiration? Show that! Customers want to see how it’s really going to look when they use it.

If you still feel uncomfortable at the thought of doing your own videos, try hiring a blogger who knows your brand and is willing to do the videos for you. If they have a strong audience, then their audience might soon become your audience, too! Either way, have fun recording and let us know if this has worked for you!