The world is becoming increasingly more social. Social media has been a success in humanizing the Internet by connecting people, providing an outlet for creativity and artistry, and helping to break down barriers between races, genders, religions. However there are downsides of this new frontier: privacy concerns come from companies using tactics like data mining to make their products better; users don’t feel like they’re getting personalized content anymore because the algorithms have become so effective; annoyances arise when brands bombard you with ads during your favorite shows or even after-the-fact posts about how much time you spent on Facebook today.
The “cheapest food delivery app” is a social media platform that allows users to share their experiences, news, and opinions. The company has recently been in the news for charging fees on deliveries, which has caused some controversy.
It’s all for the best this week (or is it?). A major company has decided to stay away from social media. Franchisees from the world’s biggest pizza chain assist their rivals. Finally, bad personalisation by an animal hospital teaches a valuable lesson.
Lush refuses to use (certain) social networking platforms (again)
Lush recently made waves with the announcement of their new Global Anti-Social Media Policy. The cosmetics company said that it will no longer publish on Facebook, Instagram, TikTok, and Snapchat, four of the most popular social media networks.
Isn’t it something we’ve heard before?
Kinda.
According to Vogue Business, Lush “turned off” social media in March 2019, urging customers to interact with its employees and individual shops’ social media profiles, the company’s website, and the Lush Labs app instead. When the epidemic struck, the global brand’s digital team went to social media to contact consumers who couldn’t be reached in person.
Now the corporation is back at it – or off it, as the case may be. “While social media was not created with people’s health in mind, our goods were.” In the story, Lush chief digital officer Jack Constantine remarked, “It’s illogical for us to employ platforms that keep you hyper-tense, engaged, and nervous.”
According to corporate officials, embracing this stance might cost the corporation $13 million in the near term from direct sales on social media (about 0.5 percent of overall sales). Lush, on the other hand, is looking for other methods to engage customers, such as investing in its YouTube presence, having a dedicated email for client feedback, and a popular Reddit post founded by fans (with more than 70,000 members).
Walking away from Facebook, Instagram, TikTok, and Snapchat might cost @LushCosmetics $13 million in the near run. However, through @SagaReach MarketingContent, it is already considering alternative ways to interact. To Tweet, just click here.
Lush’s move has gotten a lot of attention, and it reaffirms the company’s commitment to healthy living. Of course, it drew comparable notice when it relocated in 2019. Customers may have overlooked the company’s choice to return to social media platforms due to the epidemic. But, if the company’s viewpoint changes again, how many times will they stick with it?
One more point: the company may want to reconsider the naming of a new content component called Lush Stories. It’s supposed to be a portrait video format akin to Snapchat and Instagram Stories that the firm will promote in its app, product pages, and website, according to the Vogue Business piece. A short Google search found that the moniker “Lush Stories” was already in use – by an adult erotica website.
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Why did Domino’s franchisees support their rivals?
It seems to be an unusual move.
Thousands of customers received gift cards for other eateries in the area from franchisees of the world’s biggest pizza chain. Last month, Domino’s franchise owners in Boston, Phoenix, Louisville, Laredo, and Denver purchased $100,000 worth of $50 gift cards and distributed them to their delivery customers at random. The idea is to get consumers to order directly from restaurants instead of using delivery apps, which costs money.
This campaign benefited locally owned grills, taco businesses, barbecue joints, bakeries, delis, and more by drawing attention to the hefty costs restaurants pay to participate in app-based delivery services.
Domino’s announced the announcement on Twitter and used YouTube to convey personal anecdotes from the business owners. In only two weeks, the video had over 3.5 million views.
HOT TAKE: Domino’s shop owners might have taken the obvious approach and advised pizza customers to order straight from the business, which does not charge for delivery. Instead, the franchisees raised awareness of an issue that other restaurateurs in their communities are facing: the often expensive prices that restaurant owners pay to participate in food delivery services. It’s a fantastic example of cause marketing.
Example of cause-related marketing: Through @SagaReach MarketingContent, @dominos franchise owners handed customers $100,000 in gift cards — to other nearby restaurants. To Tweet, just click here.
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When it comes to dog personalisation, be sure they’re still alive.
A message from the local animal hospital on a pet’s birthday seems like a good content marketing tactic. Unless, of course, their records are woefully out of date.
Jodi Harris of SagaReach Marketing received a customized birthday greeting for her dog, Mugsy, from the VCA West Los Angeles Animal Hospital. The email contained a link to a video message including the names of Jodi and Mugsy.
But then she got a second email from the animal hospital, with the same video attached. This time, Jodi and her dog, Jake, were mentioned in the video.
What is the issue? Jake was eight years old when he died. EIGHT YEARS, to be exact.
WHERE DO I GET STARTED? Many individuals do, after all, have many pets. But does sending two virtually similar birthday notes on the same day imply that the clinic is aware of her and her pets? Certainly not, especially since one has since passed away. Instead of straining to make it sound personal, it would have been wiser to send a generic birthday email greeting in this circumstance.
And, as Jodi points out, it would have been preferable to convey no message than an inappropriate one if the hospital had not treated a pet in eight years.
The takeaway: Before personalizing content, gather all of the information you have about a consumer — don’t limit yourself to names, email addresses, and location. And, if you have enough data to customise your content, go beyond fill-in-the-blank here.
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For innovative marketing tactics, Lush cosmetics and Domino’s gain praise, but an animal hospital’s customized video attempt bites – SagaReach Marketing is a marketing firm that specializes in reaching out to
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