31 minute read
Appendix
1. SWOT Analysis
Strengths
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» Authenticity built into brand through social media posting of inspirational quotes, socially and environmentally aware opinioned posts, and transparency of manufacturing » Products are designed and manufactured sustainability through digital printing, the use of recycled and eco-leather, and eco inks » Fashion Vanguards podcast discusses different topics around sustainability in fashion, whether it’s eco-conscious supply chains or mental health in fashion » Pop up shops are successful and get a lot of sales » Products are digitally designed with different colors for the same pattern of a shoe, allowing for shoes to be customized but also be more economically and environmentally sustainable with less waste
Weaknesses
» Social media reach- Instagram doesn’t get high engagement numbers but has slowly been increasing, Facebook is barely getting any traffic, Pinterest is consistently getting great engagement amongst audience on the platform and is steadily increasing » Search engine optimization- when you look at AlphaOmega London on different platforms like Google, Instagram, LinkedIn, and Facebook, the first few links are for Alpha Omega medical devices, fraternities, and computer designers. » Hires only interns who are mainly students, which means no one is a professional in their respective fields and they are learning as they work » Smaller brand than competitors, less money to put into projects and the building of the brand for expansion
Opportunities
» Opportunity to expand into TikTok and other platforms like Youtube. Create videos explaining the practices of the brand, behind-the-scenes of events and shoots, launch promo material, collaboration material » Collaboration with Krista Kim on creating NFTs for fashion » Collaborations with other innovative, sustainable brands like Institute of Digital Fashion » Collaborations with more renowned Influencers on Instagram like Emili Sindlev
Threats
» Competitors are bigger brands with more money to spend on campaigns, advertising, and PR marketing » Covid-19 poses a threat as globalization of travel has diminished immensely, meaning we can only have models and collaborations with people within England and shipping products has become a longer, more difficult process » Possible customer attitude changes when “Made to Order” campaign launches, and customers have to wait for a period of time for their items
2. PESTLE Analysis
Political
» Brexit, higher taxes on imported and exported goods, custom taxes for shipping outside the country » The UK government has come up with the Resources and Waste strategy which “incorporates eco-design principles and offer incentives for design for recycling, design for disassembly, and design for durability. It should also set up a new investment fund to stimulate markets for recycled fibres” (Environmental Audit Committee, 2019) » The Environmental Audit Committee proposes that the UK government “should facilitate collaboration between fashion retailers, water companies, and washing machine manufacturers and take a lead on solving the problem of microfiber pollution” (Environmental Audit Committee, 2019)
Economical
» COVID-19 left some of the population with more money as they worked remotely and didn’t have many expenditures, while the pandemic also increased unemployment and therefore making some of the population’s finances tight (Mintel, 2021b) » “Younger consumers have been hardest hit by job losses, while Older Millennials Generation X comprise something of a squeezed middle where consumers have a range of financial commitments and responsibilities” (Mintel, 2021b) » Because of the COVID-19 pandemic, the UK Government has created the Coronavirus Job Retention Scheme which allows for employers to furlough their employees yet still cover some of their wages (HM Government, 2021)
Social
» Covid-19 limits amount of people in a room- makes it harder to have a launch events » “…with the proportion of consumers buying clothes in the last three months falling from 47% in February 2020 to 28% in March 2021. As the pandemic has put a stop to many socializing activities, cancelled travel plans and seen more people work from home, consumers have had fewer opportunities and less need to buy new items.” (Mintel, 2021b) » “Gen Zs are turning Millennial minimalism on its head, preferring a brighter, louder aesthetic that matches how they see the world. To achieve this themselves, brands can communicate their offerings with humor and selfawareness. Customizable products can keep Gen Zs coming back to create new editions of old favorites” (Mintel, 2021a)
Technological
» Use of AR/VR technology in the fashion industry is the future of fashion » NFTs to sell art and fashion without having to buy physical pieces, wear virtual fashion » “Almost all (99%) of Gen Z adults and teens are social media users. This makes social media a necessary form of communication for brands to connect with Gen Z consumers. The top platforms Gen Z consumers use are YouTube, Instagram and TikTok” (Mintel, 2021a)
Legal
» Because of Brexit, UK companies that import goods must follow the “Satisfactory quality requirement – only statements made by importers to the UK will have a bearing on this standard, rather than importers into the EEA” (Turner, 2021) which makes it more difficult to have outsourced factories, fabrics, etc. for fashion business brands in the UK » Fashion companies must abide by the taxation and tariff laws and regulations when importing and exporting goods from any country
Environmental
» COVID-19 has created negative impacts on the environment with excess medical waste and pollution of the environment with the disposal of masks, gloves, etc. On the other hand, COVID-19 has had positive impacts on the environment with decreased travel pollution, resource consumption, waste disposal, etc. due to lockdown (Rume and Islam, 2020) » NFT’s can have negative effects on the environment through increased carbon emissions, however digital fashion sold at NFTs reduces waste and pollution from the production, manufacturing, and shipping process of physical fashion (Calma, 2021). » Recycling and reusing fabrics that have already been created, reduces textile waste in landfills
3. Competitor Analysis
4. AlphaOmega London Financial Summary
Pre Covid-19 Financial Overview
Total revenue from 31st December 2017 to 31st December 2020 saw a 21% increase largely due to offline selling through the medium of temporary/ pop up retailing. With a total of five short-term pop-up shops across the UK within the same the period, the low cost incentive of pop-up retailing enabled the brand to; acquire new customers, build brand loyalty, diversify product ranges and test new product launches.
One of the key financial objectives to maximize profits through minimizing long-term liabilities (by reducing stock which increases liquidity and cash at the bank) as well as reducing fixed overhead costs has been achieved. At year end 31st December 2016 the brand was operating at a loss of -£20,525 (partly due to asset investments, and R&D spending on new biomaterials for new product ranges) as a result the brand’s strategy focused on reducing its net liabilities whilst employing low cost selling methods ahead of new product launches and ranges.
25% of sales revenue is reinvested back into the brand to develop and grow effective marketing strategies that can support the e-Commerce function.
Post Covid-19 Forecast
Turnover for Q12020 was down by 76% when compared to the same period in 2019. The reason was largely down to the pandemic and the impact it had on the anticipated online bag launch and pop-up store events. Forecasted sales are expected to reach pre-Covid levels by Q32022 once government guidelines allow for the reopening of non-essential retail and the removal of social distancing restrictions. The objective would be to bolster e-Commerce sales with a number of well-timed pop-up retail events whilst developing online marketing and sales strategies and campaigns which would grow brand awareness and acquire new customers.
Made-to-order (MTO) By adopting an MTO strategy it will see the brand further reduce it’s liabilities and improve liquidity. The effectiveness of MTO will be largely based on the quality of our supply chain and improving relations with all of our suppliers and manufacturers.
Interviewed Shivani Patil, Digital Marketing Assistant at AO London- May 20th, 2021, Phone Q. What are your duties and responsibilities on the AO London social media team? A. Mostly creating ads and doing graphic work, video editing, and all of that for social media and sometimes pitching in ideas for ideas for campaigns
Q. Do you work full time or part time? Are you being paid for your time? A. Full time, nine-to-five, five days a week and I’m not being paid for it because it’s a part of my masters course, so I’m with AO London for 3 months full-time as an intern
Q. What university do you attend? What course are you in? A. I’m studying at Instituto Marangoni and I’m doing an MA in fashion promotion and communication in media.
Q. What do you think is the most important thing you’ve learned of your time at AO London? A. Firstly, learning 2-3 editing softwares that I didn’t know how to use before and it’s also organization in a way, when we have to organize our posts and our commentary for all of that.
Q. What’s one thing you could change about the company if you could? A. Maybe if they were open to adapting more in trend strategies, in a way there are certain restrictions. But I just think that’s also because {Nazinna} has a vision for the brand so that’s okay. Q. What do you think of the current social media activities? How could they be improved for optimal customer reach? A. We’re posting a lot on stories, but I think we need to just start posting on the feed and as often as possible during a week, I think that will help the reach grow.
Q. How is working at AO London different than working in another organization? A. I feel like Nazinna is really really nice and she’s not always on your hair and she’s very understanding. Whereas on the other hand, this is my assumption, I feel like if I was in another organization I would feel a lot more pressure, but here I feel like she’s open to suggestions and really understanding
Q. In what ways would you like to create value for the customer as an intern? How would you go about implementing your idea(s)? A. Maybe I would communicate more with the customers on the social media platform
Q. How has working remotely during a pandemic affected you? A. I feel like I would’ve enjoyed it a lot more if I got the chance to get out of the house because we’re at home the whole day, 5 days a week. You can zone out and it can get a little boring, apart from that I think it would’ve been a lot more fun to have human interaction throughout the day.
Information and Consent Form for Interview Participants
Title of the report:
Interviewee name and contact details:
Internship Experience Project- Digital Marketing Intern Marta Sron Marta.aolondon@gmail.com +48 787 693 265
Hosting Institution:
University of the Arts – London College of Fashion
Background and Rationale
My business report is about the company, AlphaOmega London, and the internship I have undergone for the past few months. I am interviewing the social media team to gain a better understanding of opinions surrounding the brand itself and its marketing strategies.
Aim of this research
As an employee at AlphaOmega London, this interviewee will give me primary insight into the AO’s organizational culture and digital marketing strategies.
How much time will be involved?
Approximately 4-5 minutes
How will the data and information collected be used?
I will use it in my business report as primary research into the mind of another AO London employee
Will the outcomes of the research be published?
They will informally be published to TurnItIn
Will my name or the name of my company appear in the research report?
Yes
Consent
“I have read the Information Sheet and have had the details of the study explained to me. My questions have been answered to my satisfaction, and I understand that I may ask further questions at any time. I understand I have the right to withdraw from the study at any time and to decline to answer any particular questions. I agree to provide information to the researcher on the understanding that my name will not be used without my permission. (The information will be used only for this research and publications arising from this research project.)
Agree Not Agree
I agree/do not agree to the interview being taped. X My name can be mentioned in this research study X The name of the organisation I work for can be mentioned in this research study X
I understand that I have the right to ask for the audio/video tape to be turned off at any time during the interview. I agree to participate in this study under the conditions set out in the Information Sheet.
Name: Marta Śron
Signed:
Date: 23.05.2021
Interviewed Marta Sron, Digital Marketing Assistant at AO London- May 23rd, 2021, E-mail Q. What are your duties and responsibilities on the AO London social media team? A. Assisting with managing the brands social media accounts and podcast channel. Contributing interesting ideas for social media content. Assisting with developing and executing strategies to increase social media presence. Building relationships with key bloggers and influencers.
Q. Do you work full time or part time? Are you being paid for your time? A. Part time. I am not being paid
Q. What university do you attend? What course are you in? A. Coventry University, International Fashion Business
Q. What do you think is the most important thing you’ve learned of your time at AO London? A. How to come out of my aesthetic comfort zone and challenge my graphic design ideas.
Q. What’s one thing you could change about the company if you could? A. I would expand online advertising.
Q. What do you think of the current social media activities? How could they be improved for optimal customer reach? A. Social media activities of AO London is consistent, especially on Facebook and Pinterest. More engaging content posted on Instagram wall could improve the customer reach. Q. How is working at AO London different than working in another organization? A. Working for AO London is distinguished by the ease of communicating with the owner which creates good environment for working and learning.
Q. In what ways would you like to create value for the customer as an intern? How would you go about implementing your idea(s)? A. I would like to contribute to identifying important areas where the operating process might be improved in order to create better content for customers.
Q. How has working remotely during a pandemic affected you? A. Screen time is due to the pandemic and remote working significantly longer, which sometimes is fatigue. However, remote working gave me many possibilities as well.
5.3. AO Team Interview- Nazinna Douglas Q. What makes you proud of AlphaOmega London? A. The idea of empowering the consumer into believing that we produce products that they are able to use to help further their creative self-expression. I think if anything it’s more sort of the values and the message that the brand emits, which is far more inspiring and aspiring than the actual product themselves. The products, through the act of creating, it kind of reflects the true values of the brand which are all about self-expression and feeling empowered and celebrating one’s uniqueness. It’s the idea of liberating people from social norms and from the sort of social mindset of striving towards mediocrity for the sake of social acceptance which I think is inherently wrong. Any sort of nuances that we have, we fail to celebrate because we are afraid of how that will be received by others. I think what the brand does, through artistic design and creative products is that it celebrates that and the fact that we’re conscious as well. Producing conscious designs, I feel creates a sense of consciousness and how that filter throughs, whether you’re talking about sustainability, or sort of environmentally friendly materials or components. A lot of people say ‘okay what’s the general response from customers’, and you often feel, or they tell you that when they wear the shoes or very recently the bags how it makes them feel, and they just feel so confidence and they respond to how people respond to the products as well. I mean it’s very seldom that you would not get anyone that responds to the shoes. I have customers that have picked up dates because a man has commented on their shoes. It strikes up a conversation, so you get the real sense that the products actually evoke the same sort of emotions that align or represent the brand itself, which is that feel good feeling, feeling really empowered. So that’s always been the feedback. And then obviously being proud of the fact that these products are made and created holistically from start to finish. Even from conceptualizing designs all the way up to the finished product. For me it’s what encapsulates the very essence of what it is that we do and that’s
just fantastic, so I’m very proud of that. And just going for so long, I think proud of the fact that we’ve managed to stay pretty much true to what it is that we do. Not for the sake of financial pressures to augment the structure, the business model in a way, where in order to survive we would have to switch to a mass appeal i.e., mass producing or whether it’s to mass medium or mass market. Which just means that our approach is to focus more on collaborations as opposed to producing products on a mass scale which is almost the way a lot of brands that scale in a direction which is more focused on the actual product itself as opposed to the service and what it is that they’re trying to achieve. We don’t necessarily see ourselves as footwear or bag designers, we’re actually thought leaders, so we feel that we can diversify into any sort of artform and collaborate on any sort of basis and that’s what we open ourselves up to, as opposed to the pigeonholed. I’m proud that we sort of keep the real essence of the brand, making it niche, and catering to a niche audience. Q. What new target market are we looking to expand into with this launch? A. I think Millennials and Generation Z, I sort of feel that they are augmenting the very landscape of the industry and the creative sector as a whole. They have new needs, needs which I feel will and are changing the industry and they’re less about consumption and more about consciousness. It’s very difficult for existing brands with existing structures to cater to that particularly if they’ve not focused on Interviewed Nazinna Douglas, Creative Director at AO London- May 27th, 2021, Phone their messaging and their core values. Just providing a product because there’s a demand for it shouldn’t really be the core essence of many businesses or brands, but it is. I think you need to delve deeper. Generation Z are far more intelligent when it comes to consuming than previous generations, so I feel that they are more in tune, they pretty much are the exact target of the brand. You know, very conscious, very intelligent, not swayed by popular opinion, self-expressive. Social media in itself, which is a great platform when used in the 24
right way, has helped to democratize the industry. Before, it was really those who held positions of power and nepotism that would often open doors to certain individuals, which meant that the industry to some degree was closed to many individuals and creatives unless they had access to influence. And now with social media, and anyone from anywhere can make an impact and be incredibly influential and incredibly successful. If we looked at how social media first came onto the scene, if that next technological advancement or innovation were to continue that, then that would be great, but I hope it wouldn’t continue where social media kind of filters off which is an abyss of commercialism and not really a safe space for young people to express themselves. It’s become incredibly censored, and those things are really important to young people. I feel that we do have a responsibility to nurture the next generation and give them the tools and opportunities to further innovate the industry, but they can only do that if they have the freedoms, the access and the resources to do so.
Q. Which collaboration are you most excited for and why?
A. I’ve talked about previously working with Instituto Marangoni and the universities and on the podcasting side. I’m so excited by that because I adore working with young people and as I’ve been saying to give them a safe space to express themselves and the one thing I love about the podcast which initially was to create a platform where we could essentially in the audio form, demonstrate the value and message of the brand and further promote the values and message of the brand through discussion and talking points of different subjects matters that are socially related and spoken about by young people. I realized that actually what society doesn’t do is give young people a platform. Yea you have it with social media, but I mean a real platform where they’re discussing things of real significance, real relevance, and real value that can change the world for the better and just realized how that made them feel. SO it’s the same response from a customer wearing the product, a panelist, a young person on a panel, expressing their views on a subject matter that they feel very passionate about, I didn’t realize how much it would evoke so much emotion and a sense of empowerment. I just thought that is amazing, but not only that but when people hear and witness young people speak to the levels and depths that they are on the podcast, it gives them the inspiration to do the same or share the same views and they’re not made to feel like they’re aliens. That collaboration is great because it will for sure open up a greater platform which universities should be more inclined to further explore with their student cohorts.
Q. What is the supply chain process of designing and producing AO’s products, specifically with the Made-ToOrder Service? A. The products are made with a made-to-order basis, your product is made when an order is submitted with a delay when it comes to the delivery aspect of it. What we’re trying to do is minimize our carbon footprint and reduce waste through collectively manufacturing orders as opposed to single orders. The idea will hopefully create a much more streamlined production and delivery process where you take away the kinks and the pains of producing to order. So, once a customer hypothetically orders, they will be given a time period of when they should expect to receive their order and throughout that time they’re sent notifications on the very stages of where their product is in the production stage. Once the order is ready, they will receive a notification that it’s complete and it’s ready for delivery. From the backend, we will allocate 2 weeks to try to fill a consignment slot of up to 30 orders, so within those 2 weeks we will be looking to get up to 30 or 50 orders, depending on what consignment amount we’re looking to achieve and the bandwidth and how busy our suppliers are. Once we receive those orders, it then gets sent to the printers. After those 2 weeks, we close the consignment ordering window, and then we will proceed with making those 30 orders all at once, all at the same time. So, it goes to our print manufacturers who are based in France, once we receive the print pieces, then they go to the manufacturers in the UK, and this takes a bit of time to manufacture all those pieces, so we’ve sort of made a lot of contingencies. So, after we’ve spent about a week or 2 weeks with printing, we give it a contingency of another 2-3 weeks of manufacturing, so really when we ask to wait for their order to be received we’re giving them a window of 8-10 weeks. What that does is It manages expectations, overrides any huge delays, and takes into account deviances in time and order production, so it’s a much easier process to manage. There’s also transparency as well, because throughout the whole process you’re communicating with the customer and giving them real time account of where their product is in the manufacturing stages
Q. How do you support and motivate your teams? A. By being really hands on, there’s no sort of management course I’ve been on, but I know it’s what like to not be motivated, not feel as though I’m not good enough. It’s always through positive affirmations, it’s always good to respond to a person’s weakness as opposed to their strengths because responding to someone’s weakness once they overcome certain challenges, it gives the ability to be able to feel more confident. Confidence and your psychological motivation are one of the key aspects of what can drive you and help you achieve many things even beyond your expectations. Being hands on, positive affirmations, always important because we all need it and sort of creating a safe environment where you can make mistakes and learn from them, and just creating a team where everyone encourages and celebrates everyone else’s victories.
5.4. AO Team Interview- Tevin Gongo Q. What is your job title and description? A. Marketing and Sales Consultant. Usually, people go to marketing or sales but in the personal posiInformation and Consent Form for Interview Participants tion that I had before I had the opportunity to actually Title of the report: Internship Experience Project Intern - Digital Marketing work deeply with both marketing and sales, it’s really Interviewee name and contact details: rare to have an understanding of both industries. The difference is that marketing is the way to get as much exposure as possible, to get your product, your service as much service as possible, but this is only half the battle. Because once you get the exposure, sales are a science, it is really about how can you entice people who were exposed to your service or product to buy or understand that you’re solving an issue that they have. Q. What does brand consulting on marketing strategies entail? A. In the fashion industry, obviously any brand wants to sell as much as possible, but something that is quite particular in the fashion industry is that they also care a lot about the image. With the fashion industry, it’s about selling, but also about sharing the message. Also, something quite particular about the industry is because it’s a visual industry, you will have the use of a platform like Instagram, will definitely be used more in the fashion industry than in another industry. So, I will Interviewed Tevin Gongo, Marketing and Sales Consultant at Arena Magna- say that on one side there is really {inaudible} to share a May 21st, 2021, Phone message that’s something that’s really important about selling, but something specific to the fashion industry is the platform that’s going to be utilized, mainly social media and Instagram in particular.
Tevin Gongo Tevin.gongo@arenamagnamarketing.com
Hosting Institution: University of the Arts – London College of Fashion
Background and Rationale
My business report is about the company, AlphaOmega London, and the internship I have undergone for the past few months. I am interviewing an expert on marketing management to gain a better understanding of opinions surrounding the brand itself and its marketing strategies.
Aim of this research
As a marketing consultant for brands and at AlphaOmega London, this interviewee will give me primary insight into marketing and AO’s strategies in this field.
FAQ How much time will be involved?
Approximately 5-7 minutes
How will the data and information collected be used?
I will use it in my business report as primary research into the mind of a marketing consultant for AO London and other brands
Will the outcomes of the research be published?
They will informally be published to TurnItIn
Will my name or the name of my company appear in the research report?
Yes
Consent
“I have read the Information Sheet and have had the details of the study explained to me. My questions have been answered to my satisfaction, and I understand that I may ask further questions at any time. I understand I have the right to withdraw from the study at any time and to decline to answer any particular questions. I agree to provide information to the researcher on the understanding that my name will not be used without my permission. (The information will be used only for this research and publications arising from this research project.)
Agree Not Agree
I agree/do not agree to the interview being taped. X My name can be mentioned in this research study X The name of the organisation I work for can be mentioned in this research study X
I understand that I have the right to ask for the audio/video tape to be turned off at any time during the interview. I agree to participate in this study under the conditions set out in the Information Sheet.
Name: Tevin Gongo
Signed: Tevin Gongo Date: 29/05/2021
Q. What brands do you give marketing advice to? A. For me, I have different kinds of clients. Because I am in marketing in sales, and my background before is in the software industry, so I have a lot of companies in that area in that industry. Because of my personal interests, I [have] a lot of clients in the wellness industry. But most specifically in the fashion industry, brands that I have been working with are Feedelon, otherwise I work with more individuals in the industry that need more consulting, but Feedelon is the brand I work with the likes of AlphaOmega.
Q. What is the most important aspect of social media marketing? A. What is the most important is also the most neglected is not so much about selling but it’s really “social” media platform, and people forget that it’s really about socials. It’s about creating a relationship with people, like your followers, to see them not as potential clients but to see them as an individual. The main challenge is really in a way to flip the script, instead of thinking “okay I’m need social media to sell, I will use social media to help as many people as possible, so I really need to understand them and see them as an individual”. It’s important for a business to remember social media is based on a social relationship.
Q. Do you think social media selling is important when discussing social media and digital marketing? A. That’s a little tricky because even if I mention about the social means or building a relationship, at the end of the day it’s really about sales. As a business, what they need is to sell more, if you don’t sell even if you have the best service or product on Earth, your business is going to die. The ultimate goal is really about selling, that’s something to take into consideration. You don’t want to lead with a sales pitch, selling is important, but you need to be subtle and earn the right to sell, by developing and nurturing those special relationships.
Q. What is the most effective way of targeting and engaging with consumers, specifically the Millennial and Gen Z generations? A. It really depends on the industry, but a general rule is that before you start to engage, you need to have a good understanding and to know who your target is, and to know is not just to know that they’re between 20-25, it’s about going further than that. It’s like “okay for my particular service or product, with my ideal client”, what does that ideal client look like on an individual level. It’s about really knowing your audience and that takes some kind of research beforehand, once you’ve done that it’s much easier to interact and engage with them. You know them enough to know what their concerns are, what their ambitions are, etc.
Q. What is the best way to authentically advertise the sustainability efforts of a brand? A. I think that’s really about being open and to not be scared to show what the brand is doing. Let’s imagine that the brand is talking about fair pay, good work conditions, so that would be really about showing examples and to not be scared to show what’s happening behind the scenes. People, now, can really appreciate what is normally hidden; show where the materials come from, what the process of selecting the manufacturer, the fabric provider, that kind of thing. So showing behind the scenes is something that will allow people to see that sustainability, it’s not just about a name, but the brand is actually living what they say. Q. What is the best marketing advice you could give to AlphaOmega London to have a competitive advantage over its competitors like Amina Muaddi, Aquazzura, Sophia Webster, etc.? A. I would say that AlphaOmega does something really powerful, you can really feel that there is a message behind the brand, there’s a lot of values. That’s something is really powerful because you don’t have that with a brand that can be or already marketed. Brands that are [highly] marketed can rely on their existing exposure, but a brand like AlphaOmega I would say that the product type, quality wise is great because it’s really about sharing the values of AlphaOmega, really thinking about building a community. I think that’s something that sets AlphaOmega apart. Even for example, the podcast, that’s something you don’t really have with other brands, that shows that when you’re a part of AlphaOmega the brand, AlphaOmega World, it’s kind of a social statement, a political statement. In the industry, I think this could set AlphaOmega apart because you have a message behind the brand.
Q. Suggestions for optimizing AlphaOmega London’s social media marketing. A. To work with a strategy. A lot of other brands do marketing as a necessary evil, to be like “okay you know what it looks like everyone is using social media, so we’re going to do that” and they do that half-hearted, they’re not really happy with the results, and it gets into kind of a vicious cycle. For AlphaOmega London, my advice would be to have a kind of strategy. A strategy that is planned for a month, 3 months, 6 months, where you do things on a regular basis. It’s not really about the quantity, but about the quality. If the idea is to be “we’re going to post twice in Instagram, twice on Facebook, we’re going to have one email per every other week”- whatever it is, it is to come up with that kind of a strategy and to stick to that strategy. But you have a complete strategy, even if you have a minimum, you say “Okay we’re going to post twice a week, and for that twice a week, I am going to post, make sure to reply to people, go to other people’s posts and follow the people that I think will be a good match and a potential client”. This is what I would do with AlphaOmega, to carry on with what you’re doing. You already have a good brand with a soul, but to really think we’ve already done the hardest, now it’s really to get as many people as possible exposed to your brand. In order for that to happened, we understand it’s not going to happen by accident, it’s going to be the result of a well-thought marketing strategy. We know that you don’t have the same resources as Chanel, Louis Vuitton, etc., but whatever resources we have, we’re going to take some of those resources and really apply it to marketing; post twice a week, answer messages, every single week we are going to try to reach out to people, we are going to look after the community. It’s really about creating a strategy and to implement that week in and week out.
Tracked Instagram engagements from start of internship (December 1, 2020)
Tracked Pinterest engagements from start of internship (December 1, 2020)
Tracked Facebook engagements from start of internship (December 1, 2020)
