PR Like a Pro: How to Monitor your Beauty Brand Media Coverage
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How big is the beauty industry? Up from $483B in 2020 to $511B in 2021 — and with an annual compounded growth rate of 4.75% worldwide — it’s predicted to exceed $716B by 2025 according to Reports Global (2021), L’Oreal (2020), and Statista (2021).
And in the midst of such a competitive emerging scenario, industry brands must carry out exhaustive monitoring of their media strategy. Controlling not only who mentions your brand, but the monetary value that these mentions in online, social, or print represent.
How to monitor your brand at a global level (whether you are present in the US, France, or China), the most appropriate metrics to track PR efforts, or the type of reports to develop for different stakeholders in your organization, is what we will talk about in this webinar.
Throughout this session we will cover the following:
- Understanding the Basics of PR Monitoring: defining goals, KPIs, and anticipating key campaigns.
- How to monitor and benchmark global campaigns through a practical case.
- How to leverage internal newsletters to acknowledge each mention immediately: from PR to Social Media or the marketing department.
- Sharing PR performance: what are the most appropriate reports for different stakeholders in your company. From your PR and marketing department to the executive team.
Gina Gulberti is the VP Marketing at Launchmetrics, where she leads their digital marketing strategy dedicated Fashion, Luxury and Cosmetic industries, present in several markets. Previously, Gina led social media and communications of Infoempleo and was also part of the marketing team at Eltenedor.es, a Tripadvisor company. In her free time, she is the co-founder of B2BMarketers.com - an online platform dedicated to Spanish B2B marketing professionals, as well as an active member of the education programs in prestige business schools such as IED, ISEM Fashion Business, and previously ESIC.
Michelle Nicolaizeau leads the product marketing strategy at Launchmetrics, sharing the values, features and benefits of their Brand Performance Cloud for Fashion, Luxury and Beauty.