It’s time for another recap of this week’s #EthicalHour chat! If you’re not aware, the #ethicalhour chat takes place every week on twitter from 8-9 British time, and each week there’s a different topic. This week, it was press and PR, so we saw lots of great tips from brand and bloggers about getting your ethical brand out there! We’ve put together a collection of some of our favourite takeaway from the chat, enoy! (p.s., you can follow us on twitter, it’s @revival_collect !
Where should I promote my brand?
To kick things off, I love this comment from @kerryneeds where she points out that traditional media and methods of advertising just aren’t as impactful as they used to be! Now is really the time to think outside of the box. You might have spent your life being subjected to tv and billboard adverts, but that doesn’t necessarily mean it’ll work for you. Think about the best ways to reach your customers in alternative ways!
What’s the best way to tell my brand’s story?
PR is all about telling your brand’s story, whether you’re sending out a press release, getting interviewed for a magazine, or collaborating with a blogger. So how do you go about it? The resounding opinion of the chat was that honesty is the best policy. @stepandstone pointed out that sometimes it’s good to be vulnerable and transparent with the realities of running your business.
This is a sentiment we heard at the last event we put on in Brighton! Natalie, founder of vegan show brand Beyond Skin, said that with ethical products, there are so many issues it’s difficult to tackle them all at once while keeping prices reasonable, but she said that usually if you’re just honest with your customer they’ll get it. If there are certain restrictions on a product which means it can’t be as sustainable as you want it to be, write a blog post explaining why. Or if there’s a product line with a higher price than usual, explain what about the supply chain determines that price.
However, with all this honesty and transparency, Leah Wise (@stylewiseblog) points out that it’s important to remain professional. And a copywriter can be a really worthwhile investment for your business, particularly if you’re more of a maker than a writer!
Think outside the box
Social media campaigns can be a great way to raise awareness of your brand, share your message, and really get people involved in a deeper level than simply buying a product from you. Fashion Revolution’s #WhoMadeMyClothes campaign has been super successful, and @PurnaaNepal say they’ve had a lot of opportunities as a result of their involvement with it! In fact, us here at Revival Collective are putting on a week of events in Brighton to celebrate Fashion Revolution week, so if you’re a brand looking to get involved, let us know, or if you’re in the area and want to come along tweet us and we’ll send you all the info you need!
Keep in mind with social media campaigns that they do really need to represent your brand and your values. It can be easy to get swept up in thinking about what kind of campaign will be the most popular, will get the most people involved, but this won’t be that valuable if the message of the campaign doesn’t really match up with the message of your brand.
Should I collaborate with bloggers?
There was a lot of talk about blogger/brand collaborations. Should you do it? If so, when? @SEWNova had this exact question, and got some fantastic responses. There were a lot of varied responses, as this really depends. @EarthConscious_ suggest starting with bloggers straight away, which could be fairly simple if you have lower-cost products like soaps or skincare that you could send as free goodies in return for a mention. But this gets more complicated if you have clothing that costs £100+ an item! Then there’s paid promotions, like sponsored posts, or other collaborations that go further than the blog, like onto social media. So I love @TollyDollyPosh’s tip of waiting until you’re sure what you want out of the collaboration! And make sure you really do your research to make sure you approach the best bloggers for you.
So, how do I work with bloggers?
The biggest message here was – AUTHENTICITY! It’s super tempting to go for the bloggers with the biggest followings, but if they’re not a good fit for your brand, it may actually be more valuable to go for a smaller blogger with a more appropriate following. Pick someone who really shares the same values as your brand, as they’ll have the kind of readers who are more likely to really like your brand. Plus, it’ll make for a much better collaboration! Really have a good look through their blog, as well as their social media, to see if they’re a good fit for you.
When you approach bloggers, try and treat them like actual humans, rather than ‘influencers’. Say something personal about their blog, address them by name, and really approach them with a collaboration, rather than something completely one-way. Yes, you want to work with this at this particular moment, but what’s more valuable is really building up a relationship with them that can last.
The good news is…
…if you’re an ethical brand, hooray! You’re part of a super supportive and friendly community! Get out there, get chatting, meet others in the industry. Generally, it’s a great industry to be in, full of people who lift each other up as, although brands may compete with each other for sales, we all essentially have the same end goals. So get involved!
You can join in the with the next #EthicalHour chat by being ready with a cup of tea (or a glass of wine!) next Monday at 8PM BST. See you there!