of any signs of life in the realm of social media. In the marketing universe, she joins the luxe sphere in the endeavor to make themselves more accessible while still being organic--through social media, authentic communication and consistency.
Cara Dorr
Luxury Fashion Brand
Public Relations Manager
Twitter: http://twitter.com/caraann
What site(s) do you have to visit every day for Marketing news?
As a fashion publicist, my primary resource every day is Women’s Wear Daily (WWD). I consider it to be the fashion bible. It is the true authority for the fashion industry news. Not only does it include breaking news, but also trends, intense business coverage and entertainment news.
What site(s) do you go to at least once a day for fun and inspiration?
I am obsessed with fashion blogs! I enjoy style bloggers such as Cupcakes and Cashmere and Sea of Shoes. However, I have been quite smitten with a Brooklyn, NY based photography blog called Color Me Katie. Color Me Katie is by far one of the most imaginative blogs I have seen in awhile. Blogs are a true treat.
Greatest skill a good Marketing professional requires?
For me as a publicist, customer service is paramount. I get back to ALL my emails and phone messages as soon as possible. It is invaluable to make people feel like they are important. It is also necessary be aware of what is going on in your industry. I have an “inspiration” folder at work where I stash magazine clips, print outs from websites, blogs, articles, etc. that I find interesting for later inspiration.
What’s the recent “it” Marking phrase/trend of the moment that you hear almost everyday and what does it mean for the industry and the marketplace?
Two words: Social media! However, I still see many companies struggle with this new communication style because it is so new; it is hard to determine how it will affect the fashion industry and other industries in years to come. Social media is much more than Twitter, Facebook or blogs. It is truly about integrating a company into its consumers' everyday life--Almost like a friendship.
There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
As mentioned above, social media is here to stay. However, it has been exciting to see many companies, particularly luxury brands become more approachable and accessible through this new communication tool. It will be interesting to see if social media will affect luxe brands’ prestige.
What is essential NOT to do when it comes to your area of Marketing specialty?
No matter what anyone tells you, do not lie to your business relationships in order to get out of a project. It is much more important to be honest with your contacts. If you can’t commit to a project or if it isn’t a right for your brand--just say that. I treat everyone how I would like to be treated.
What’s an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market to consumers or businesses?
I hate to bring it up again, but social media has already changed the consumer industry and will continue to change the way companies market to their consumers. Companies need to figure out how it fits organically into their brand without forcing it. It will be easier for some companies to take a dive into the social media world, while other brands need to just dip their toes into it. Brands should do what feels right to them.
Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
It depends on the brand. For newer brands localization is much more effective at first. However, a brand still needs to have a consistent message no matter what from the get go. Consistency is everything. An inconsistent brand will not garner consumer loyalty.
Best piece of advice you have received professionally or personally?
A former boss always said, “Perception is reality,” which couldn’t be more true in the PR industry. This saying is applicable to almost every decision I make.
Growing up, what was the first thing you can remember wanting to be?
Oddly, an astronaut! I always wanted to explore the endless universe.
To Tweet or not to tweet? Fad or here to stay?
It is here to stay although I do believe it will probably change and grow somehow. Twitter proves once again that in today’s society, (constant) communicating is everything.
What is a recent campaign/presentation you admire?
Although some fashion critics said it was a marketing gimmick, Givenchy using a transgender model for their fall 2010 ads was a fascinating campaign choice to me. To put someone in the limelight who is going through such a life changing moment is an interesting choice for a brand to make. Although Givenchy is a huge fashion house that can push its limits more easily than other brands-- I still commend them for being different. And in the end, their campaign got many people talking, which was (perhaps) the point.
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