For this week’s installment of our Ask the Brand series we turned to one of our favorite footwear companies – Pour La Victoire. Keep reading for their tips on how bloggers can work with brands as well as a peek inside the lives of their digital team.
Tell us Pour La Victoire’s overall thoughts on social media in the fashion industry.
We feel that social media plays a huge role in moving the fashion industry forward. For the first time in history, brands have the opportunity to connect with customers, bloggers, retailers, and fans on an extremely personal level. Social media allows brands to share more than just their products, but also their personality. It’s not uncommon for fashion companies to seem unapproachable, and we don’t want that for our brand.
It is all about having a little fun, and getting to know our fashion loving customers on a more intimate level. We are much more than a stylish shoe or a chic handbag, and we want to make sure our fans get to know our brand through a regular flow of content and conversation. This is an important conversation beyond simply promoting our products.
At what point in your marketing or outreach strategy do you incorporate Social Media – is it considered from the beginning, or do you find ways to fit it in later?
We incorporate social media every step of the way. Social Media builds relationships with our brand fans allowing us to share PLV news, likes, events, and products with the people who are most excited about Pour La Victoire. We also love that it gives us the opportunity to connect with loyal customers and fashion enthusiasts to get valuable feedback via questions, polls, etc. Our followers mean a lot to us, and we try to thank them for their feedback and support with insider offers, exclusives, and giveaways!
How big is your social media team?
Currently our Interactive Marketing Manager handles all of social media (blog, Facebook, Twitter, Pinterest, Instagram, the works), however the marketing team is a very tight-knit group. We’re all about collaboration, and five minds are better than one!
What are the daily activities of Pour La Victoire’s social media team?
With our newly assembled team, the day-to-day activities here at Pour La Victoire are constantly evolving. As a brand that designs for the modern woman, we feel that we need to be forward thinkers and early adopters when it comes to social technology as well. With the rate at which new social platforms are introduced, we feel that being agile with our social programs is the only way to push the brand forward, which keeps things very exciting.
We love checking in with our favorite style blogs and fashion news sites daily (addicted!), posting to our blog, creating Pinboards, supporting our retail partners with social outreach, and tweeting every step of the way.
The Pour La Victiore Social Media/Interactive Manager takes on a role that goes beyond keeping various social channels current. This includes developing partnerships, managing our affiliate program, and merchandising the Pour La Victoire e-commerce site.
In what capacity do you work with bloggers?
Prior to February, Pour La Victoire’s marketing department was non-existent. Since the entire team is recently appointed we are fairly new at Pour La Victoire; although the team members are not new to the game. We quickly began building our strategy and we’re excited to start partnering with bloggers on a more personal and regular basis. To kick off our program we’ll be hosting press previews for bloggers to get an early look at the latest goods, we’ll be offering special perks and giveaways to bloggers, and much, much more. We definitely plan to go beyond the standard brand/blogger relationship and offer some unique collaboration ideas that we think will be something both bloggers and their readers can really get excited about. More than anything, it’s important to us to keep an open conversation flowing with fashion and lifestyle bloggers, and an open dialogue about what they’d like to see from our brand.
How do you select bloggers to work with?
Over the past few years, bloggers have emerged as new editors with impactful consumer influence. At Pour La Victoire we appreciate the hard work, talent, and creativity that goes into building and maintaining a blog, and love the fashion blogger community. We believe the influence of editors and bloggers creates a strong voice in the market and that will remain true in the future.
As a company we are very excited to collaborate with bloggers who fit well with our brand, both personality-wise and stylistically/aesthetically. It’s most important to us that we team up with bloggers who genuinely love our Pour La Victoire. We realize the importance of blogger authenticity and know that partnerships are always more effective (and fun) when there’s mutual enthusiasm about a promotion or campaign.
What value do you think blogger collaborations have to a brand, as compared to traditional marketing?
Bloggers are extremely influential in today’s consumer marketplace. In sharing what inspires them and really opening up to readers, bloggers are able to form such a unique and strong bond with their audience in a way that traditional media/marketing never could.
“Normal” girls are able to relate to bloggers, and this is invaluable in marketing. It is honest and genuine, so naturally people are drawn to it. We recognize this and hope to share products and content that we feel bloggers and their readers will respond to, all the while helping them deepen their own relationships.
How do you measure the overall value of bloggers and social media?
At Pour La Victoire, we aim to promote confidence and individuality, and we strive to create beautiful, carefully crafted products to help women express this. We see bloggers as being at the center of this vision, and in teaming up with them, we’re able to reach new audiences and spread the love for our designs.
When it comes down to measurement, of course, there are things to consider like traffic, impressions, sales, etc. However, what is really important to us is teaming up with the right bloggers – the ones who truly love our product, are excited to share it with their readers, and are able to feel more confident and beautiful when they are wearing PLV.
Do you have any tips for bloggers looking to engage with brands? How can they make themselves more attractive to brands?
Reach out! Bloggers shouldn’t be afraid to introduce themselves. We love hearing from bloggers, via Twitter, Facebook, our blog, email, etc., and learning about what they do, what inspires them, and what they are interested in seeing from us. Our goal is to build quality relationships with smart and talented women, and an introduction is just the start to what we hope will be a beautiful, lasting relationship!
[image via On The Racks]