Its easy to shout out and say whats wrong, but to be honest it has to be said as a lot of continued promotions or money spent simply by continually doing the same thing and not evolving. We get asked a lot to do ” collabs” and to be honest its not that we don’t want too its that the vast amount of requests are for unattainable looks that even if the hair could do it, it would take 7-8 hours of work and the upkeep is unrealistic. But going back to marketing or the loose term of marketing especially in India is that its driven by the wrong people, at times the same people who are hardly online, hardly know whats new or current or are even worse, stuck 10 years back with attitudes that are outdated.
I don’t think we have it right, so take a chill pill we are not pointing fingers but simply laying the facts out on the table. If you want to be connected to the right people for your brand, you have to think like the person who you are targeting which kind of makes sense and the 101 of any marketing campaign right? Well if you think about the people that your target audience would interact with, they are the people you should be reaching out too, rather set people that have the ” influencer” in their bio on instagram. When I get asked about which hotel do I recommend from our recent trip to Egypt, not once but 5 times in the first 4 days once we got back home it made me realise that my following in fact actually had a synergy with what I like or in some strange way thought well if they can do it, maybe I should too.
It still shocks me that no matter what amount of money brands pour into media they still have not understood the power of free content and the strength of your own media handle. If your catchment is large or small it really doesn’t matter, its about having the right, relatable content that people can identify with that will set you apart. Sure a $100k television marketing campaign may help, but considering the rate at which people ae departing paid television I suspect it will be a hit and miss for most evolving brands. Maybe a good marketing strategy for brands would be to target the brands that are not making that evolution to social media and start producing those products and dominate that space so when the older brands realise they need to change, it will be too late.
Enough of highly curated content with only your set network of influencers or key people, its time to get it right and spread the exposure out to the right people that have the right following!