Influencer Marketing is one of the most effective promotional marketing strategies used by brands across the globe. But when a brand gets it wrong, it can cause controversial shockwaves across the internet. 

From loose contracts leading to deliverables not being met, weak influencer and brand matchmaking that can’t convince audiences and even half-arsed posts with the wrong wording copy and pasted in the caption, *cough cough*, Scott Disick we’re looking at your Bootea #ad. 👀 

Want to learn more about Influencer Marketing Best Practices?

Say goodbye to favouring vanity metrics and hello to prioritising quality KPIs giving your brand more bang for its buck. 👋

Learn how to conduct influencer marketing, the importance of audience research and how to smash your next promotional campaign out of the park.

Written by Holly Eddleston, an OG of Influencer Marketing, our Best Practice Guide to Influencer Marketing gives you top tips for planning your next influencer campaign with the right content creators to represent your brand. 

Who are we?

We’re BIG little London and we don’t do one off #ads. We’re here to build you an army of brand ambassadors who can talk genuinely about your product or service to their engaged audiences. Decades of campaign management means we know our talent and what their followers respond to in order to drive sales, increase share of voice, enhance your reputation and boost social media engagement.

Holly Eddleston has worked on influencer marketing campaigns for brands such as Red Bull, Peroni and Microsoft. Holly has a large network of influencers who she has worked with previously but loves to identify the new up and coming talent who can engage, excite and sell product. 

Download our FREE Best Practice Guide to Influencer Marketing.

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Prize sourcing and management company Prizeology has joined the National Trading Standards’ Friends Against Scams campaign, an initiative that aims to protect vulnerable people from falling victim to scams, including misleading and fake promotions, and Sarah Burns, Prizeology founder and Managing Director and a Board Director of UK marketing industry trade body, is spearheading a campaign to get promoters and agencies to help stamp out scams.

NTS aims to empower communities to ‘Take a Stand Against Scams’ and is recruiting ‘Scambassadors’ to spread the message.

The NTS points out that, each year, scams cause between £5bn and £10bn worth of detriment to UK consumers. Scams are a pervasive, criminal threat, which in addition to the financial damage can also cause serious long-term psychological effects and potentially destroy lives.

Sarah Burns, Prizeology founder and Managing Director and a Board Director of UK marketing industry trade body, the Institute of Promotional Marketing, has recently signed up as a Scambassador and wants to highlight the issue of scams to the promotions industry.

Sarah Burns says: “Scams damage lives and can affect people financially and emotionally so it is with great pride that I have joined the work of the Friend Against Scams Team and others who are working together to prevent people from being victims of scams. Scams often target the most vulnerable people in society, but the reality is that anyone can become a victim of a scam, which is why for 2018 I’m putting together a nationwide campaign that targets both consumers and promoters. We need to increase awareness of prize scams among consumers, but we also need to make promoters aware of the scale of the problem. Scams are a major issue for the promotions industry, and we need to encourage promoters to ensure consumers can tell the difference between a scam and a genuine promotion really clearly. I’d like to invite promoters who want to be involved in the 2018 campaign to get in touch with me at hello@prizeology.com. Working together, I believe we can really make a difference.”

Louise Baxter, Team Manager, National Trading Standards Scams Team, observes: “The tactics used by scammers leave victims socially isolated and ashamed of telling their friends and families what’s really going on behind closed doors.”

More information about the NTSI campaign against scams, including the full campaign pack, is available at www.friendsagainstscams.org.uk.

National Trading Standards provides leadership influence, support and resources to help combat consumer and business detriment locally, regionally and nationally. The National Trading Standards Scams Team works in partnership with other agencies across the country to identify and support victims of mass marketing fraud.

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Tough new rules banning ads and promotions for food and drinks high in fat, salt or sugar (HFSS) from appearing in children’s non-broadcast media come into effect on Saturday 1 July.

The Committee of Advertising Practice (CAP), the body which writes the CAP Code – the rules which marketers in the UK are required to follow, under the country’s highly-regarded self-regulatory system for advertising and marketing – has made the changes to bring the rules covering non-broadcast media (which include the vast majority of promotional campaigns) into line with the rules covering broadcast (TV and radio).

Laura Kelly, Regulatory Adviser at the Institute of Promotional Marketing (IPM), says: “The CAP Code changes affect the way we promote HFSS (high fat, salt or sugar) products to children and families. These changes are a result of industry-wide consultation and represent a significant shift in the way responsible promoters want to market their brands. Agencies need to understand the impacts on campaign planning and make sure they take into account the changes when considering campaigns around HFSS brands. We are ready to advise brands and agencies that plan to use promotional campaigns which are likely to be seen by large number of under-16s on how the rules affect them.”

The IPM is a stakeholder in CAP and is represented on the CAP Committee. It has been closely involved in the process of drafting the latest changes to the CAP Code.

The changes will apply to media targeted at under-16s and will mean a major reduction in the number of ads children see for HFSS products, according to CAP. Where media targets under-12s, then there are even stricter rules which must be followed.

The IPM’s Laura Kelly adds that the new rules are complex and promoters must make sure they understand them. She has written a blog post for the IPM’s website highlighting some of the main issues and also providing links to advice from CAP and the Advertising Standards Authority (ASA), the body which investigates complaints about marketing in the UK, on the new rules.

Particular areas of concern exist around brands where more than half the products count as HFSS (which under the new rules mean even non-HFSS products are subject to the same restrictions) and on-pack and in-store promotions.

HFSS products can still use on-pack and in-store promotions, but any promotional activity must not then appear in broadcast or non-broadcast media advertising.

While the new rules impose new curbs on how HFSS products may be marketed to under-12s, they also relax the rules for products which can be classified as healthy.

So while ads and promotional marketing for HFSS products will not be allowed to use promotions, licensed characters and celebrities popular with children, marketers will now be able to use these techniques to better promote healthier options.

Carey Trevill, Managing Director of the IPM, is the organisation’s representative on the CAP Committee. She comments: “Government has rightly addressed the issue of obesity in this country, asking the marketing community to step up to the plate over the way we self-regulate. The consultation with the advertising and marketing community proactively set in motion the changes we see in the CAP Code now and address how we promote to children and their families. With both CAP and BCAP Members and the wider industry collaborating, consumers and shoppers will see a healthier approach to the way HFSS brands approach campaigns through the new rules.”

Trevill adds: “The industry and the IPM have been communicating this change for some months now and of course we want to ensure our Members are able to translate the new rules to their campaigns without encountering issues. We welcome the changes and look forward to seeing the resulting campaigns that embrace the new ways of working.”

The new rules were created following a full public consultation last year by CAP, and reflect restrictions already in place on TV. The new rules apply to children’s non-broadcast media (including print, posters, cinema, online and in social media). Crucially, ads for HFSS products will no longer be allowed to appear around TV-like content online, such as video-sharing platforms, if it is directed at children.
The new rules come in response to changing media habits amongst young people, with research showing that youngsters aged 5-15 are spending around 15 hours each week online – overtaking time spent watching a TV set. They also respond to wider concerns in society about the public health challenges surrounding childhood obesity and what part the advertising industry can play in helping to change our children’s relationship with less healthy foods.

In summary, the new rules state:

• Ads that directly or indirectly promote an HFSS product cannot appear in children’s media.
• Ads for HFSS products cannot appear in other media where children make up over 25% of the audience.
• If the content targets under-12s, ads for HFSS products will not be allowed to use promotions, licensed characters and celebrities popular with children; advertisers may now use those techniques to better promote healthier options.
• The Department of Health nutrient profiling model will be used to classify which products are HFSS.

CAP recognises the multiple and complex factors, beyond advertising, that can be instrumental in childhood obesity; including parental influence, sedentary lifestyles and education.  While the evidence shows that advertising has a modest effect on children’s food preferences, CAP believes the new ad restrictions will still have a positive impact in reducing harm to children.

Chairman of CAP, James Best said: “The tougher new advertising food rules are a significant and positive change designed to help protect the health and wellbeing of children. These measures demonstrate the advertising industry’s continuing commitment to putting the protection of children at the heart of its work. The new rules will alter the nature and balance of food advertising seen by children and play a meaningful part in helping change their relationship with less healthy foods.”

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Research shows that the key to successful promotions is whether consumers trust a brand, argues Ben Craker of Fotorama PROMOTIONAL FEATURE

Supermarkets these days are like Aladdin’s caves, filled with thousands of different products. The shelves are groaning with promotions, prizes and chances to win. It can be mind boggling enough for a consumer to make the right decision – but for a brand, it’s absolutely crucial.

To try and establish what consumers are thinking during those critical decision making moments, we recently conducted some research which highlighted the existence of a group we have dubbed the Savvy Cynics, which we have explored in a new report.

Our research found that 70% of consumers have entered a free draw as part of an on-pack promotion.  A third of respondents in the Savvy Cynics shopper marketing report stated that promotions were more likely to make them purchase a product.

But the question in every brand manager’s mind is how to make sure their promotion is chosen? Our experience and research suggests it’s about more than having the best prize or even the best product — it’s about trust.

In 2014 the Guardian asked the question what factor influences customers to make a commitment to your brand and keep coming back for more? And the answer was trust.

Trust takes time to build but it can be broken in an instant. Our research revealed that 95% of ‘Savvy Cynic’ participants share their bad experiences with a company or brand.

Based around the research we have identified four ways that brands can build trust in their promotional marketing, so helping cultivate brand loyalty, confidence and campaign success.

1 Simplicity

Is the campaign clear? Is the benefit clear?

Do consumers understand exactly what they’re getting, whether it’s a prize entry or a money-off coupon?

Shopper marketing can be challenging, and it’s a complex balancing act between ensuring that consumers are satisfied while brands see return on their investment. Campaigns need to be simple and fun. Sometimes the easiest, oldest tricks in the book win out. A third of people like to get a money off coupon for their next purchase, on their packaging… could it get any easier than that?

2 Language

Does the language a brand uses make them more trustworthy? They must be clear and concise about what customers will get by using language carefully throughout their promotional marketing campaign.

Clarity is key. Don’t try and ‘trick’ people with complex language and expressions or complicated offers. That just generates confusion, creates reservations in consumers’ minds about your brand and ultimately may turn them off your product altogether.

Where brands ‘guarantee’ something in a promotion, they must actually ‘guarantee’ it! Be careful what you say: in a prize promotion, you should be offering a chance or an opportunity to, and you should make it clear how many prizes there are in total – so you can mention the big headline prize but qualify it with something like ‘or win 1 of 100,000 other prizes’

3 Clear Instructions

Maybe it’s a gift with purchase or maybe it’s a competition involving tricky questions that test brand loyalty; but whatever form the promotional campaign takes, it must be clear to the consumer what the ‘added value’ for them is and what they have to do to qualify for the chance to enjoy it. Downloading receipts, collecting coupons, entering codes online or aligning with events — whatever the mechanic it needs to be clear to the consumer what steps they need to take.

4 Joined up marketing for brand stability

Brand stability refers to the steadfastness of a brand in the face of social and market changes and influences. It is, of course, important to roll with changes in the big, wide world; but it’s just as important to stay steadfast to who the brand is and what it stands for. From everyday marketing communications to one-off campaigns, messaging needs to be consistent in order for consumers to truly get to grips with who you are.

It’s not rocket science. By breaking down the promotion into its simplest fundamentals you can keep your message clear and deliver against your objectives for each campaign. Think about the basics: audience, objectives, measurement and your brand’s USP.

When the face and future of a brand hangs so precariously on maintaining trust with consumers, it’s imperative that each and every sales promotion is neat, simple and by the book, to ensure no brand value is lost through any ‘dubious’ promotions.

Customers will vote with their money and one iffy campaign lasts long in the memory. The 2016 Walkers ‘Holiday’ campaign was splashed all over the press this year for example.

Deliver on your promises!

As the experts at trustedadvisor.com, who understand well the importance of trust to businesses, explain: “credibility is probably the most commonly thought-of trust component, but it is only one… Believable, credentialed… and having a track record… are traits we most consciously look for when screening vendors.”

A track record is hugely important and every campaign speaks volumes about your brand. Done right, each campaign is a step towards greater trust between brand and consumer. As The Guardian said in the article that accompanied its 2014 research, “for those brands trying to win trust, it is a step-by-step process; but the pillars of credibility – reliability and intimacy – are a good place to start.’

So get personal. Create intimacy with your consumers by targeting their needs and preferences and rewarding their loyalty. Why not develop a campaign around repeat purchases? Or target the likes of particular demographics?  Even as early as the planning phase, brands should think about what part trust plays in their campaign – and how they can improve it at every stage.

Ben Craker is Head of Risk at Fotorama, part of the Sodexo family. Fotorama are Promotional Marketing specialists with over 30 years of experience in planning and launching campaigns that help clients to increase profit, brand awareness and customer engagement. Its dedicated team is equipped with creative talent and industry knowledge which helps them handle everything from mechanic creation and sourcing to winner management, in order to produce spectacular promotions that deliver on budget from brief to purchase. To find out more contact ben.craker@fotorama.co.uk

Fotorama (part of the Sodexo Family) is headline sponsor of the IPM 30 Under 30 Programme 2017.

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Partnership marketing agency Mediator has announced four new recruits for its Partnership Panel, which it established in 2015 to help develop best practice, guidelines and resources for marketers who use partnerships.

The new additions to the Panel are:

• Scott Radcliffe, Senior Partnerships Manager, Sport England;
• Fiona Thornton, Partnerships Director, Live Nation;
• Sharon Reid, Senior Content Partnerships Manager, O2;
• Lindsey China, Partnerships Controller, Now TV.

Since launch, the Partnership Panel, which meets once a quarter, has agreed a global definition for Partnership Marketing; created Partnership Marketing best practice guidelines; and explored evaluation and measurement metrics for partnerships.

The aim panel is to produce content that can help those in the industry produce best-in-class partnerships. It is collaborative by nature and all insight and resources derived from the panel will be shared in the public domain.

For 2016, the Partnership Panel will be looking at:

• Commissioning an academic piece of research around Partnership Marketing;
• Organising a Partnership Marketing conference in association with the IPM;
• Establishing networking events

The full panel now consists of:

• Bob Suppiah, Head of Promotions and Partnership Marketing, BSkyB;
• Scott Radcliffe, Senior Partnerships Manager, Sport England;
• Fiona Thornton, Partnerships Director, Live Nation;
• Sharon Reid, Senior Content Partnerships Manager, O2;
• Lindsey China, Partnerships Controller, Now TV;
• Tanya Easterman, Senior Relationships Manager, Cinema First;
• David Peters, Managing Director, Dentsu Aegis;
• Tara Honeywell, Managing Director, Mediator Communications;
• Katie Coteman, Senior Director, Commercial Operations, Discovery Networks
• Zoe Jobson, Publisher, Immediate Media;
• Dino Myers Lamptey, Head of Strategy, 7 Stars;
• Adrian Varma, Head of Regional Marketing, Virgin Trains.

The aim is to have a panel of expert marketers, all of whom specialise in partnerships and have a minimum of five years experience in the field, from a range of sectors, each bringing a different perspective to the table.

Fiona Thornton, Partnership Director, Live Nation, says: “I’m excited to be joining this panel, working with experts across various sectors to share knowledge and learnings on partnership marketing. Having worked in partnerships for a number of years in both media and the live music industry, partnerships continue to be hugely relevant for brands and publishers – this panel provides a great platform to share best practice.”

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