Retail Marketing Summit: ‘Relatable is the new aspirational’ – Why brands should be better utilising employees
According to Jules Lund, founder of global creative solutions company TRIBE, brands should be strategically utilising employee creator programs to create authentic, powerful digital content and cut through the saturated online market.
Speaking at the Mumbrella Retail Marketing Summit on Wednesday, Lund delivered a presentation on achieving more for less. But how do you do that? Easy, use your employees for your brand storytelling online.
Lund speaking at yesterday’s Summit
“The most powerful channel to achieve and reach new customers is digital. And we know buying digital media is very easy, but generating the content needed to fuel that, is not,” he said.
“But so many global brands are unlocking employee content creators, and we’re finding that it is driving sales and foot traffic, but more importantly, it’s humanising and personalising the brands.”
He reminded the audience that users do not always engage with brand ads on social media, as “social media is about being social”, it’s about connecting to humans, more than paid content.
“And no human is more qualified to promote your brand than those already doing it for a living,” he added.
While employees are the most obvious creators, anyone in a brand’s ecosystem can become one – whether that be front-of-house staff, behind-the-scenes “superstars” such as designers, scientists, chefs, or partners and suppliers such as farmers, winemakers, local athletes and more.
It all comes down to a consumer shift we have been seeing, where people are now influenced less by celebrities, and more by people like them.
“Relatable is the new aspirational,” Lund said. “We used to look to celebrities for that, now, it’s everyday people.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
content creation
employee creator program
employees
Jules Lund
Mumbrella Retail Marketing Summit
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