Today was a really interesting day as I had the chance to take part in a CPD (Continual Personal Development) session organised by Linda and Ellis – as each member of the team is actively involved in the CPD programme by researching and presenting a certain relevant topic to the rest of the team. The topic for this session was online influencers – such as bloggers, vloggers or youtubers – the people who shape the opinions of their followers and the online community. We discussed what makes them influencers to begin with and what they can do for a company, such as creating a new channel which directly reaches the target market segment. Using online influencers is very useful as it online traffic is easy to monitor and receive statistics in regards to it, as well as analysing the reach and effectiveness of an online campaign (especially if said campaign has its own hashtag).
However, as useful as influencers might be one of the most important piece of advice is that before approaching any influencer one should do their research thoroughly and ensure that one deals with the whole process in a professional manner as, after all, they are professionals in what they do and should be treated as such. It is also important to keep in mind that there is a certain degree of risk associated with using influencers as one has no control over the message they deliver since the message they pass on will always be in their words. On the bright side, often an influencer will simply refuse to endorse a product or service if they do not like it rather than giving a negative review. Lastly, the end of the session stressed upon the importance transparency regarding any sponsored campaign and on that of stats when measuring influence (for example, followers can be bought and as such their numbers are not an accurate representation of the influence and popularity of a potential influencer).
Afterwards I had the chance of sitting in on another PR meeting where the focus was the launch of two new beer types and the relaunch of two old ones by the Innes & Gunn Inveralmond Brewery. The schedule for the launch was discussed and perfected while a balance between the actual launch and the fact that the brewery is also celebrating 20 years was discussed to ensure that one does not upstage the other. The event promises to be a spectacular sight and a testament to the proficiency of the Volpa team! And since we were on the topic of influencers earlier in the blog, the launch of Aurora Spirit’s Vodka, Gin, and Akvavit will see many opinion makers there, such as bloggers (connoisseurs in their fields) and acclaimed cocktail makers.
I spent the rest of my working day researching contact details for all Famous Grouse Experience’s wholesalers, four hours later having managed to go through 60 of the over 350 contacts on the list. This task promises to be a time-consuming one but at the same time quite rewarding as it gives this odd sense of accomplishment as one makes one’s way through it slowly but surely filling each row and column, making the spreadsheet look complete and professional. Just roughly 20 more hours of work to go and I should be done, although I am betting on the fact that by the time I get to number 100 I would have gotten the hang of it in such way that optimises the data input – fingers and toes crossed!