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Engaging with the Fashion
        Bloggers
Aurelia Noel – Head of Marketing
         Urban Outfitters
Identify Them
Audience and Market
• Get your approval criteria based on:
  –   What audience?
  –   Language?
  –   What market? (niche fashion vs high street)
  –   What are your objectives?
• Remember bloggers aren’t like any other
  performance led channel, they want to retain
  authenticity.
• Brand stickiness is key
Impact
Amplificate
The virtuous circle
•   Give bloggers the chance to see your products
•   Give them content they can reuse
•   Treat them as pro
•   Provoke interaction
•   Respect their authenticity and freedom of
    speech
Engage
•   Reciprocal relationship
•   Reply promptly to request / questions
•   Keep them up to date on your stories
•   Use social media
•   Fuel on their passion for fashion
•   Ask them to participate
Beyond CPA
Summary
•   Identify and Listen
•   Define clear objectives
•   Agree on KPIs
•   Don’t wait for them to sign up
•   Participate
•   Go beyond CPA
•   Give them loads of TLC (to get you have to give)
• THANK YOU

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Engaging with the Fashion Bloggers - Aurelia Noel Urban Outfitters

  • 1. Engaging with the Fashion Bloggers Aurelia Noel – Head of Marketing Urban Outfitters
  • 3. Audience and Market • Get your approval criteria based on: – What audience? – Language? – What market? (niche fashion vs high street) – What are your objectives? • Remember bloggers aren’t like any other performance led channel, they want to retain authenticity. • Brand stickiness is key
  • 6. The virtuous circle • Give bloggers the chance to see your products • Give them content they can reuse • Treat them as pro • Provoke interaction • Respect their authenticity and freedom of speech
  • 7. Engage • Reciprocal relationship • Reply promptly to request / questions • Keep them up to date on your stories • Use social media • Fuel on their passion for fashion • Ask them to participate
  • 9. Summary • Identify and Listen • Define clear objectives • Agree on KPIs • Don’t wait for them to sign up • Participate • Go beyond CPA • Give them loads of TLC (to get you have to give)