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.
Got a bit of a bet on that I can get 1000 likes for my latest insta post. I swapped clothes with my mate’s husband - worth a look and a like if you wouldn’t mind xx instagram.com/p/BtqI3rOF4nA/…
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.
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.