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Just using this pic of me, faffing about @google last year in NYC, because I needed something to illustrate this little introduction.
A spate of new followers and some fascinating meetings have led me to commit these points to my feed; 1. My job is to cast social talent for brand campaigns 2. When I say casting (as opposed to connecting) - yes I’m making the comparison with how a casting director works for 🎥 and 📺 My clients are the brands - sticking with the above comparison then - the brands are the producers 4. And the social talent therefore are the actors 5. And it’s casting because for every campaign I like to think about not only who will the brand like, but who will the audience enjoy and how does the whole cast work as a whole 6. I’m not an agent - I don’t represent the talent 7. But I do nurture my talent relationships and I enjoy trying to understand from them (and their agents) where they want to work next. Eg let’s say a fashion blogger wants to move into interiors or a beauty blogger is now pregnant and so moving into family content 8. I’ve worked on lots of lovely projects for brands such as Miele, Warehouse, Oasis, B&Q 9. My prediction for 2019 is that more of the services brands (insurance, banks, mortgages, utilities) will look to social to bring their products to life 10. I’ve been called CJ all my life. Stands for Cathrine Jane. 💋
Woman of the moment 💯
Whilst I could happily discuss best lines and moments from #Fleabag, this from PWB, and geniously shared by @emmagannonuk, is going on my wall as one of the best things she’s ever said/written. I’m using the #Fleabag sensation to preach about content - and especially for brands. Please don’t bore your audience. Don’t be too cryptic with your comments, don’t assume we know as much we you do about your product, don’t leave me hanging and write half a caption and ask me to click the link in your bio, and don’t be boring. I’m not saying you’ve got to be as entertaining as PWB (or as racy 😉 ) but try and be more #fleabag and less
I’ve got another Gary in my life.
The Barlow and I tell you something, I spotted his potential right from the off. Whilst everyone else was putting posters of Mark, Robbie et al on their walls (posters on walls, maybe that’s why we’re all obsessed with picture galleries now eh? ) I was Gary all the way. People may have laughed then...but look at him now 😍😍 But this is my other Gary, well not at all mine due to his gazillion followers @garyvee. Everything he says about work and making money and getting on and business is pretty much perfect. I’m committing this particular snippet of advice to my feed because gifting is probably the number one area brands (big and especially small) ask advice on. And on a wider perspective- the whole social networking thing, making friends and connections is ultimately about being generous. Reach out to people because you can genuinely help them, rather than for your own gain. I’ll be talking about how to crack gifting at the @nohouserules event with @comedowntothewoods and @thisstyle_rocks. If you’ve got a particular question, fire away and we can have a little chat about it here. Gifts or Gary - I’m happy to chat about either 💋 😉
Pitching for business.
I actually love it. I get that sort of fizzy feeling when I’m on a roll - all a bit keen and way over talkative. I have been known to get overexcited in meetings as I’m literally bursting with ideas about what they could - oh scratch that, who am I kidding I mean SHOULD - be doing. But then with that high comes the crash. The crush of rejection. And I definitely do make the mistake of taking them personally. And oh yeah it’s them because I have had loads and loads of No’s. This one is pretty brutal. At first I was really 😡 with this dismissive response. I mean it IS rude isn’t it? But I can look at it a different way. I get No’s because I’m continually pushing the boundaries of where I want to take social marketing, my casting and ideas for campaigns. I’m not preaching to the converted - I’m often at square one explaining to the skeptics. And No’s sometimes mean; I don’t quite get what you’re saying so I’ll just block it. Which means I need to be more fluent with my pitch; sometimes I’m not always absolutely sure what I am saying - or I am, but I falter with my confidence because what if I’m not right? Stepping into new territory is always a risk - but what’s the worst that can happen? Perhaps a No like this one, which whilst a bit 😳☹️ at the time, I can take it. I’d almost bet that these guys come back to me soon enough saying “what was that you were saying again....?” And besides - there’s always their competitors 😉
Anyone else hear the tale about a candidate sitting a university entrance exam and asked to define courage?
And the person wrote one line on the paper and left the room. The line? “This is courage.” - I often think about this. Is it a genius answer? Or was it a lazy way of getting out of answering a very difficult question? - Very often courageous and brave people never feel that they are. They shrug it off. And in fact I have to say it often strikes me that when the chips are really down, when the human spirit is challenged in the most extreme way; the brave person really is just rising to the challenge. They don’t feel brave because it’s a natural instinct to push on and meet the challenge whether that’s fighting illness, forging a new career, waking up for a crying baby for the 27th time in a night, jumping out of a plane for charity or standing up for someone. - I’d like to dedicate this to all the brave people on this platform that are putting themselves out there; to entertain, to educate, to challenge, to question, to learn. It’s tough to create content but I’m grateful you are and despite it being hard sometimes, please keep doing it. - I’m wearing a @catapultclothing BRAVE tee made and sold in honour of my friend @alexasmallwood. And I’m eating a @filthfoods by
Right time, right place.
Just listen to this story of amazing star alignment. We are usually sunshine holiday makers at Easter, but this year we are taking #boardingboy skiing. We booked through @oxfordski who did an amazing job of looking after all my requests (travelling with extended family, so lots of opinions on what we all wanted). Once they’d found us our perfect trip, having had such a good experience, I casually asked if they’d considered influencer marketing. You see, I’m always working! 🙄 They were really receptive to my ideas and promised to come back to my formal pitch. Then I spy @comedowntothewoods talk about booking flights to Geneva for an impromptu ski trip - only she hasn’t got any accommodation sorted yet. You know where this is heading right...? I’m straight back on the 📞 to @oxfordski. Now it isn’t easy for these companies to a) react so quickly and b) just do as I say. But seriously 👏🏻 to them for realising the opportunity and going for it. Within 24 hours Katie @comedowntothewoods and Miriam @mizzknits were booked into a chalet and had transfers and passes and 🎿 hire all sorted. They’re just on their way back now so if you’re quick you’ll grab the last of their stories which have been an absolute joy to watch. Not only have the ❄️ conditions been perfect and their chalet jaw droppingly gorgeous, but the girls sheer enjoyment and fun has shined through. It’s really been a pleasure to watch - especially knowing I played my little part in it.
Who’s got a question for me about what I do or how to bolster their work with brand campaigns??
When I was a kid I used to pretend I was @zoetheball on Saturday morning TV and talk and talk and talk in front of my bedroom mirror. Now I’m less of a kid but still in the same mindset TBF, I’m going to be talking (and talking) in front of an actual audience about being your own brand and using your influence to work with complimentary brands to make money. These events/workshops are run by @notaboutthekids and @antoniataylorpr under their Elevate brand. They’re full of excellent advice and practical knowledge, you’ll come away with a real sense of ‘I know what to do now’. I’m not the only speaker - full details in the accounts tagged. But if you’ve ever thought ‘I wonder if I can sell my product/brand on Instagram?’ this is the course for you. Any questions, please ask below or bring them on the day? These events always sell out so def book early to avoid genuine disappointment - the @stokepark setting alone is worth travelling for. 💋 15th March
#tiatalulamademedoit I’ve spent something like 20 years in the industry of promotion.
I’ve been at so many events, run photo calls, assisted on photo and video shoots, been backstage of live TV and organised or attended the most instagenic of social events. But I rarely, #hardlyever, get photo evidence. I just squirm when I have to be facing the camera. I’m much happier looking at a monitor checking that everyone else’s picture is perfect. So when @tiatalula offered to take some photos of just me - she was so gorgeously kind about it - I couldn’t refuse. But I did dress it up as actually a shoot for @spikey_mama and @ladyofthemanor77 @stokepark just to add that extra layer of comfort. Once Tia had taken the shots of the ‘proper models’ I literally faffed about whilst Tia put me completely at ease and look what she got! Eyes open ✅ looking to camera ✅ relaxed smile ✅ I’m off today on a major project - and having had this experience with Tia I’m now less weird about me being in the pics so hopefully I’ll pop up if you’re watching carefully 💋
BluntComms - navigating the shift of comms from trad to social media

New photos, time to remind everyone what I do. Cast social talent for brands.

We started as a traditional PR agency, scoring editorial coverage for clients (across fashion, homewares, lifestyle) in national media (print, broadcast and online)

I've sat on the BBC Breakfast red sofa, hung around backstage of Lorraine and ThisMornng, donned the big headphones for a Radio 5 Live interview, steered clients through heavy weight broadsheet interviews and been stuck in the DailyMail revolving door many times.

As such it was typical for us to generate the type of coverage for clients that would create a significant, business changing, effect - websites have record hits, phones ringing incessantly, peak sales days.

Excellent, our work was done.

But, around five years ago we started to notice that traditional media exposure stopped having that 'fall over' effect it used to have. Calls to clients after a big PR win were a bit flat - 'How did it go, were you busy?' 'Not really, didn't notice much.' #awkward

It wasn't as if securing the coverage was getting any easier - it still required the usual back and forth between journalists and skill to know what and when to pitch and then the inevitable wait for publication, which often came without warning.

BUT if the eventual piece worked for the client - ie created an effect - then all that was worth it. But you can see our problem when our work, stopped working. Yikes

At the same time I had started to work with the stylists, makeup artists and hairdressers on shows such as XFactor, Dancing on Ice, The Voice and SCD. I'd notice that their twitter accounts would be full of requests for what contestant X was wearing, just how the presenter got that perfect red lip, what product did that judge use to get her hair like that? As the spin off/extra shows for these programmes became more popular so too did the audience's appetite for everything that was going on behind the scenes and now with social it was now possible to get this dialogue going. The brands were delighted and would send stacks of product for the stylsts and MUA to use and credit.

So whilst trad media influence was waning, these new voices were having stacks of influence - and I also happened to love the speed at which brands could get coverage and track their results.

This is how we started to shift our focus towards social influencers - admittedly it was a challenge at first, mostly explaining to clients what an influencer was. But we have since advised brands such as Miele, Vision Express, Warehouse, B&Q, M&S, Tesco, FeelUnique.

Despite going to school in London and University in St Andrews, I am a true Cheshire girl.
My family home is just south of Manchester, as is @london_sl2’s. So I am absolutely delighted to have been invited to take part in the @nohouserules Instagram masterclass at the iconic @arighibianchi in Macclesfield. It’s so strange, I went to school with some of the Bianchis, my sister went out with one of them, I can remember my mum taking day trips with her fancy friends to their store for a really swish day out. It’s a massive deal for me to be going back ‘home’ and talking about what I do. I’ll come off memory lane and tell you what the course is all about; it’s run by @comedowntothewoods and @thisstyle_rocks - 2 absolute integral powerhouses - and covers building your account whether you’re a brand or a business. You’ll learn about some v practical Instagram tricks, how to really understand your ‘numbers’ and what it takes to build a viable business on here. I’m there to talk about how brands can work with social talent and advise bloggers how they can get the brand deals. Visit @nohouserules for full details and see you there? And to all my family up in Cheshire who seem to constantly ask what I do - you’re v welcome to come on this course and find out! 😉 😘
What you see is what you get?
Or is it on Instagram? I talk a lot about brand campaigns being relevant for the talent, the brand AND the audience. The whole point of the project is to influence the viewer favourably towards the brand right? But sometimes the activity can leave the person watching out in the cold - with a sense of ‘its alright for you (talent) having all that fun and being treated etc and the brand gets the content, but what’s in it for me?’ Increasingly with my projects I’m really analysing what the viewer is going to see and feel when they watch the content and are we being absolutely mindful to include them and make them part of the action, rather than just watching with their noses pressed up against a window? Take this photo; Caption 1 Having a fabulous time with my best buddies @inpolife @comedowntothewoods @thisstyle_rocks larking about @bobbibrownuk before huge launch party @sketchlondon Caption 2 I wear v little make up because I’ve always found the made-up look on me is too ‘done’ and it’s not my style. But I have honestly never seen myself look like I do in this photo and it’s 💯 due to the skills of @bethleahymua working her magic with @bobbibrownuk. For the first time ever I am convinced to buy pretty expensive product because I can see that it enhances rather than masks. I felt so comfortable with it, that rather than stand in the background and watch in awe @inpolife @comedowntothewoods @thisstyle_rocks twist their phones this way and that to create engaging content I actually got IN the picture. I never do that! And look at me all happy and eyes open and everything! I’d 💯 recommend visiting the @bobbibrownuk pro shop for a make up lesson and session in front of their beauty ring. If nothing else it’ll give you the best photo ever to share on here and I guarantee that will make you feel fantastic.
Let things take as long as they need.
Trust the simmer. @thetiffanyhan @notaboutthekids and @antoniataylorpr host Elevate events that help develop your personal brand. For the attendees, whilst they’re treated to the spoils of the lovely venue @stokepark, they’re required to work pretty hard in the room. Whether that’s to experiment with side or face-on selfie lighting, to the tricky business of writing an About Me page which is really all about your customer (a v clever tip from @antoniataylorpr that you have to hear in person to really get. ) It’s all very well hosting a branding workshop and firing up your attendees with inspiration and a ‘can do’ attitude. And this is certainly what Helen and Toni do - there is a LOT to take in (although all slides and handouts are thoughtfully emailed at the end of the session) and I would say all guests leave with very practical ideas on what they have to do next to grow their business. But what’s really insightful is this very wise notion shared; a quote from @thetiffanyhan ‘Let things take as long as they need. Trust the simmer.’ So for everyone leaving that fabulous day, hopefully fizzing with ideas of what and when to do and how and why and who to reach out to and all those lovely ideas - go for it - and please ask me if I can help you in any way - but trust the simmer and don’t expect to reach boiling point asap. And for anyone who hasn’t yet been on an Elevate course I would hugely encourage you to do so. Keep an eye on @notaboutthekids and @antoniataylorpr feed for details of their next one. Spaces are always limited.
It’s the trees I’m trying to capture.
I want to talk about money and not only how it doesn’t grow on trees but also that conversations about it can be rather fruitless. Money chat, when talking about services like wills, pensions, investments, stocks and shares, savings, insurance is often way too complicated and/or not interesting. But really - it should be the MOST fascinating because we all need money right? And we all want to make ours work harder? When I went this week to talk to a city investment firm about the use of social to share content about everything money, I was met with some skepticism. But to be completely fair, they took the meeting and they could not have been more welcoming. And I earned myself a second meet for me to pitch my more specific ideas about just how conversations around money and taking care of it, can be shared here. Via my campaigns, I have broken down some pretty tricky and hard hitting conversations - tackling the menopause (long before anyone else was), fatbergs due to disposal of tampons down the loo and even held an event to chat all things laundry that was way more interesting that it initially sounds. Money and financial services is my next target. Let’s make money. And let’s make money chat accessible, useful and positive.
This is my IRL BFF @ohomanorr.
Now my Olivia is all dressed up and ready for the #oscars2019 to escort her client Olivia Coleman up the red carpet and🤞🏼to the winner’s stage. It’s testimony to what a great agent @ohomanorr is, and how gorgeous and kind a woman Olivia Coleman, is that OC made sure my Olivia had a beautiful dress for the awards. I wonder how many other nominees looked after their agents so well? I messaged my Olive yesterday, as she was preparing to fly, to say how proud I am of her and how simply beautiful she looks. But I’ve woken today to the news that Virgin have lost her case with her dress and shoes and make up and EVERYTHING!! 😱🤯😭 What a shocker. So I am on operation #dressolive. Who’s in LA and can get this girl sorted for 👗 and 👠 and 💄 so that amazing Olivia Coleman has her amazing agent Olivia right by her side!
This was not one of my campaigns but hot damn I wish it was.
The only teeny bit of kudos I can claim is that all of last year I was DM/spamming @jessjolley45 to say 👏 and what a bloody brilliant job she and her team @marksandspencerfashionpr were doing. Their unrelenting persistence with social comms, their inclusivity so all walks of talent are gifted, get invited to events or cast for campaigns and then this. Led by @dresslikeamum @erica_davies @daniellevanier @thefashion_lift @doesmybumlook40 @stylemesunday this completely collaborative, team effort is just outstanding. And what I love even more is that a trad media source is acknowledging how genius it is. The whole article is well worth your registration for @campaignmagazine, but this is my favourite line; “most brands are currently doing it badly. There is a need for influencer marketing to be done more elegantly.” If you’d like some elegance brought to your social campaigns - try the M&S marketing dept 😉 - failing that, je peux le faire. 💋
5 seconds to capture perhaps a lifetime goal?
Remember @comicrelief and Red Nose Day as a kid? It was essential viewing and even more essential that I’d hassle my parents to donate. I can recall so many top, top scenes; like the Smithy original car-pool karaoke with George Michael, French and Saunders Mama Mia rip off, Beckham in Peckham, the Beckhams and Ali G, Dawn kissing Hugh!! Just as I was insistent that my parents pledged money I was as annoying (persuasive) to @emmafreud that she let me gather a group of top social talent to lead a #cometogether campaign for this year’s @rednoseday. Absolutely delighted that @hygge_for_home @doesmybumlook40 @me_and_orla @rosemarino1 @dadvgirls @mother_pukka all said YES to the red nose. Their campaign will launch soon - more of that to come as we get ready for RND on March 15th 2019.
Every morning I wake at 6am.
It's too early for me, especially since I don't have to get up for #boardingboy. I know I sld get another hour but then I reach under my pillow (yes that's where I keep it) and I do a merry dance from Insta 🔁 twitter 🔁 emails. This morning I was struck by @thestyleeditor post about authenticity being the new influence. Yeeeesss 💯. As someone who connects brands to talent increasingly I'm looking for people that really know what they're talking about and have an audience that listens. Less of the big follower numbers, more of the threads. I was about to make a stylised image of this authenticity quote but thought I should live it, rather than just say it. This is me, squinting coz I can't see the phone properly and worried I've wasted 2 hours of what should have been sleep by scrolling these squares.
Breakfast with my Pa. Over which he asked me how - and not for the first time - Instagram works and who he should follow.
Many brilliant things about my dad; his raising of five children, his dedication to his 13 grandchildren, his unwavering and fierce love for my mum, his excellent reputation as a GP. But perhaps what I find most brilliant is his consistent willingness and interest to learn. With me he always wants to know about the latest tech or app or media he could/should be using. But it doesn’t come without frustration; he spent hours setting up their holiday cottage on @airbnb and the amount of times he’s called me asking where his email attachment is?? I have found coaching Instagram to be a larger part of my work recently and I get a real sense of achievement seeing the brands I’ve worked with grow and deliver brilliant content. But this was perhaps my favourite ‘session’; with my dad, over mushrooms on toast and tea, just suggesting a few accounts to follow (if you’re interested I set him up with @lovely_._lydia for Brexit chat, @bowelbabe for sheer inspiration and @mother_of_daughters for the midwifery chat and his fave journo @matthewsyedauthor for all things sport)
Sharing this absolute joy of a woman.
Does @bowelbabe need an introduction? I’m actually writing this direct to you Debs because have you written that list yet? We all love a list right, and of course you write things on there you’ve already done just to tick them off. But have you ever considered that just because you’ve written it down doesn’t mean you have to do it? Shock, horror - what am I saying? Imagine that...I’m suggesting that if you commit a task to paper you don’t actually have to do it! In fact I’m going one further by saying - write the list and by all means ✅ away for jobs done - but also consider the mighty strike through! The red line of ‘nope, not going to happen. Because I can’t, shouldn’t, don’t want to. Prioritising and letting things come off ‘the list’ is a real skill, I’ve been helping #boardingboy with it this week when he phoned in a panic about the amount of prep he has to do. And I also consulted with an emerging brand this week and again - we talked about how to identify the opportunities to take and those to move on from. Take a red pen and strike through - go on, try it. This is @bowelbabe resplendent in a new season dress from @fandfclothing 💋
My very first ‘job’ for Comic Relief was arranging for Sooty to visit @djsaracox when she did the danceathon in 2017. 😆
I was given a promotion this year and simply can’t hide the fact that I am immensely proud of having played my teeny tiny part in #rednoseday2019 I brought together @me_and_orla @mother_pukka @rosemarinoramsey @hygge_for_home @doesmybumlook40 @dadvgirls to get funny for money, use their creative skills and inspire their respective audiences to fundraise for @comicrelief They did not disappoint; holding coffee mornings, hosting a 4weddings and a cocktail party, making the crappest fake bake, only eating red food for 24 hours, dancing the zumba and using a communication aid all day. Huge thank you Kat, Anna, Rosie, Reena, Joel and Sara you’ve been absolute legends and me, @comicrelief and @emmafreud are forever grateful 💋💋💋💋💋💋
A pretty cool stylist friend of mine @sheppardstyle has a long running joke with me every year about how quickly I get my legs out when the weather picks up.
As soon as there’s a hint of sunshine, I’m there - toes on show. Now I know last week all went a bit early bird summer but I reckon it’s still just about warm enough for an open toe. Certainly at home on my lovely fake grass. And these @fandfclothing shoes (yes they’re shoes, NOT slippers) are just the ticket for a February that fancies itself as Spring. Big things in store for me and @fandfclothing through the seasons 💗💗
#renovationmode full on.
Cracking the whip with the builders today as our 6 month 🏠 reno is coming to an END tomorrow. The furniture is coming back and that is that. This is the second time we have worked on this property and this time we fixed all the things we got wrong the first time. Funny what you learn from mistakes isn’t it? I’ve learnt so, so much this time round too - my head literally 🤯 at times with the building jargon and the umpteen decisions. My absolute best advice though is to find a set of v comfy, not scruffy loungewear and this set #gifted to my by the amazing Jo @blackwhitedenim from their in-house BWDBasics range has kept me looking reasonable whilst I have been 🤔😰🙄😳😤 thru most of this project! And as much as I’m excited to get a sofa and a TV and table and chairs back - this de-cluttered look is rather fabulous isn’t it?
So then.
This happened. The more observant of you will spot my spaceman suit - modelled by my mate Sibbo, whilst I’m in his (v soft I must say) shirt and jeans. It’s pretty standard at ver ver serious dinner parties that ‘what the hell I do’ is knocked about the table for fun. 🙄 I’ve ended up accepting a challenge to swap outfits with Sibbo until we get 1000 likes - honestly don’t ask - just like. Thanks insta pals.
The irony of me posting an interiors pic having spent the day with @comedowntothewoods and @thisstyle_rocks at their @nohouserules event, also attended by some serious heavy weight interior and lifestyle accounts, is not lost on me.
In fact I’d say I am way out of my lane - I am not an interiors blogger! But just as we said to the class yesterday, it’s good to come out of your comfort zone - even if that means you just show half your face, or discuss something you haven’t mentioned before or try and do a swanky interiors shot when you clearly don’t know what you’re doing. I’d also like to show off part one of the goody bag gifts from yesterday. Lisa @root_houseplants is going to be the Mrs Hinch of plants, she is your woman for all things green and keeping them alive! I haven’t even lit the @eka_scents candle but I can smell already and def giving my downstairs loo the hotel vibe I was going for. But just in case my guests get too comfortable, especially the #boardingboys mates tonight (4 teens on a sleepover 😵 ) I’ve got @hellodayplanner #thisisnotabloodyhotel print to keep them in check
I would like to credit @pinkhouseliving with being one of the first accounts that made the penny drop for me that brands working with social talent was the way forward.
Right from the off Emily approached her blog @pinkhouseliving - as a brand in itself. Much like her fellow Scot, JK Rowling, who supposedly knew the whole HP story before she wrote it - Emily too had her plan mapped out. This was one of the first accounts I could recognise as having a consistence message and on brand images over and over. Lots of the successful accounts on here say - and they mean this genuinely - that they don’t quite know why they took off or what they did that made them so popular. But Emily had a plan, she knew what she was doing and I’ve been 👏🏻 and 🙌🏽 her on all the way. I cheered especially loud when she moved down to London because it meant we could meet and work together IRL. Where I discovered that perhaps one secret to her success, despite being ferociously bright, is her absolute love and finding the fun in what she does. Anyone who wants to try and ‘learn’ how to do social - and I say that with a caveat that it’s not necessarily something that’s taught - would do v well to watch Emily. Go back into the history of her feed and see how it’s evolved but retained it’s theme and had a clear direction. And certainly keep an eye out for what Emily does next because it will be a guide for us all. Oh and buy the book because it’s gorgeous. Emily celebrated the launch of her book @sketchlondon and providing pink rosé from @mirabeauwine was just too easy a match to make. 💗💗💗
Watch this closely.
Can you see what AdamBryatt is removing? It isn’t the skin of the mackerel, that black/blue layer remains - he’s peeling off an almost cling film like layer off the top of the skin. This mackerel is going on to be cured in @trinityclapham infamous sexy pickle and served with a white gazpacho, tarragon oil, and grapes. With the fish being served effectively raw, by removing that outer skin Adam is making sure it is absolutely perfect and soft to eat. Not too chewy or fishy. It’s a technique used by the top sushi chefs in Japan and Adam definitely makes the removal look a lot easier than it actually is. Funny that isn’t it? Doing something that looks easy but, in fact, it’s hard. Any of you familiar with that concept? 😆 I’m on a mission to champion content creators at the moment as I’m hearing from so many of you that you’re feeling a bit meh about your work, that the algorithm is getting you down, the comments too spikey, the indecision over what and when to post too overwhelming. Keep going, peel that skin back, show us what you’re all about. For a long, long time @london_sl2 and I have felt that restaurants are missing a trick by focusing mainly on ‘foodie bloggers’ for their reviews. Everyone needs to eat right? What about the fashion crowd, where do they like to be seen and which places are good for kids and what about the fussy eaters, the ones who like a quiet restaurant or tables with sockets so you can eat and charge? So although it’s relatively easy to set up a new account @everyoneneedstoeat it’s hard to finally launch this. Here we go folks. The plan is for us to show restaurants a new way of working with social talent. This isn’t about swapping a free meal for a flat lay 🙄 it’s about getting BTS of the restaurant, explaining as you would to a friend why you’d go there - maybe it’s for the signature dish but equally might be for the Instagramable loos 😉 Huge thanks to @adambyatt for allowing me, my sister @charlottebreen63 and @lizzieloveshealthy into his kitchen. The reasons why we’d send you to @trinitylondon are over on @everyoneneedstoeat.
About 2 years ago I was invited to meet a couple of the new influencer agencies that were going to streamline social marketing by creating these automated platforms that line up brand with blogger.
Brand posts ‘offer’ on the platform, blogger applies and the whole process is managed by the platform’s sophisticated tech. Now whilst I thought this was v clever I still felt the human eye and touch was needed. To counter between talent and brand, to reassure and smooth over any concerns and to uplift the campaign depending on what each talent can bring to the table. Today, more than ever, I am adamant that this process is a person to person business. That’s why I call it ‘casting’; I’m not just connecting brand x with blogger y. It’s thinking about who will work well together, the combination of BIG name with fresh talent, regional variations, bloggers working outside of their usual content and most importantly who really is the best person to tell this story? It’s definitely the long way round, but for me, the only way. Thanks for the content @nikspeller - you speak a lot of sense 🙌🏻
Everyone Needs to Eat

Background

Marketing a restaurant, cafe, or bar has traditionally been limited to reviews in local and national media, or purchasing expensive advertising that is difficult to measure. However with the explosion of social media influencers there is now an opportunity to receive lots of exposure for very little cost.

What is ENTE?

Everyone Needs to Eat is a service for restaurant, cafe, and bar owners whereby Instagram influencers are given a dedicated offer and in return the Influencer posts on their instagram grid and/or stories.

The offers can be made as general or as bespoke as the owners would like. For example, only influencers with a following of over 10,000 could be considered and then given 'stepped' offers e.g. between 10k-30k they could be given a free coffee/starter/cocktail, over 100k a free meal/evening of drinks.

We provide advice on what offers will achieve your aims, and connect you with suitable influencers. Unlike automated platforms we personally select appropriate influencers and handle all negotiations.

Why?

Due to our constant interaction with influencers, they have highlighted a gap whereby they often need to go somewhere for lunch or even just stop between events and have a coffee (or matcha tea!). Restaurants, cafes, and bars need exposure. Everyone Needs to Eat leverages the fact that 'everyone needs to eat (and drink!)', with every business needing marketing exposure.

Hospitality businesses generally do not carry out large social media marketing campaigns. It is unlikely that the cost of such a campaign would see a return, however, especially in the food and beverage industry, 'smaller' but constant mentions in social media do have an effect.

Instagram is becoming the most important search engine for food and travel.

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