I had no knowledge of marketing a charity foundation. Gradually I realized that it is a separate business, a separate competence and knowledge. I am against charity at the level of "handouts", when money is simply collected.
Subscribe to hot
Marketing news
MARKETER 2.0 >
Subscribe to the monthly
News Digest
Enter your email
Charity is a big process, where people need to be attracted in such a way that they donate emotionally and physically, there should be full interaction, transparent reporting on the use of funds. This is already another socio-cultural development of our community, when we understand that each of us is an integral part of the general community. Coexistence together requires giving, and giving occurs through donations, in particular, money, time, solving problems, even switching from Russian to Ukrainian.
What should advertising be like during war?
What should be taken into account when forming an advertising proposal and creating creative ideas?
There should definitely be advertising. But it is important to consider the client, the community in which the client and business are located, the social environment, the state. Business works and is supported by the state. In order to work, advertising is needed to inform the audience and sell products or services.
It is good to use humor in advertising. Now everyone is very emotionally tense, so a joke that takes into account the circumstances is appropriate. The activity of advertisers is a sign of business resumption . I follow the newsVRK( The All-Ukrainian Advertising Coalition is the largest public association of the advertising industry in Ukraine - editor's note ) , because it is important for me that agencies develop and advertisers can implement new ideas.
How to harmoniously combine online and offline customer experience?
Five years ago, I would have said that it was important to connect them. Now, customers decide for themselves when, where, and what they want to buy. There should be a seamless experience, but it's more about requirements than scenarios.
Considering the Customer Journey, it is important to be at every stage and support the opportunities - saw the product on the shelf and went online or ordered online and received it at an offline pick-up point.
Such a correct service, firstly, gives a lot of information about the client's pain points at individual points, the possibility of solving them. Secondly, it is a way that helps to observe the client, how he changes the path. This will allow the brand to be close and keep the client in the business ecosystem.
What works best for the EVA niche online? Which channels and tools?
We work with all possible tools that are available on any online platform. We focus on the assortment, because an online store provides the opportunity for a wide and deep shelf. We also work on the customer's experience and comfort at the last stage, when he has already made an order.
During the war, we australia cell phone number list opened pick-up points in all stores. This means that an online order can be picked up at any EVA store. This is our achievement. A courier service was launched in Kyiv.
The tools that exist today provide many opportunities. It is important for businesses to use them all efficiently.
What role does the mobile app play?
The mobile application is developing in terms of the number of clients. An updated version will be released soon. Currently, the EVA mobile application has 2.7 million installations, which is considered a large figure for Ukraine, and 400 thousand active users per month. I hope there will be even more after the new release.
Ganna Grishina, CMO EVA in an interview with Webpromo
Read also : Military Marketing Intertop. A look at communication and plans for the future of the brand from SMO Maria Samplavskaya
On the role of social networks and cooperation with influencers
How important is SMM today as a channel for brand interaction with the audience? Do you plan to use YouTube in the future?
Very important. Before the start of the full-scale war, we collaborated with agencies, now we have switched to an in-house format ( a team of narrow specialists within the company, creating and implementing marketing and strategic solutions for the brand - editor's note ).
Firstly, we develop communities. Each of them is a separate product, which unites people with common criteria, in particular, knowledge, loyalty, desire to interact with the brand. Existence within the community is subject to the rules of the platform, for example, Instagram, TikTok, Telegram, Viber, Twitter, etc. This is a partnership interaction, which is primarily about developing its product at the expense of the resource of brands, companies in which it exists. When building a community development strategy and interacting with it, the team of communication clubs and communities takes into account its voice so that there is no over-informing.
Secondly, we try to separate the audience. For example, EVA Kids clients cannot be in the EVA community because they have different expectations. The audience in individual communities are different role models who also have different expectations of the content.
We recently opened a TikTok channel for our GlamBee brand. This is a new step. Here we are developing a community for the brand, not retail.
YouTube has been suspended because there are no resources to support it. This channel remains paused for now.
How popular is Twitter in Ukraine?
Our Twitter page is more B2C - business to society. It's about situational marketing. Twitter content managers interact, tag other brands. I allow Twitter to play with that.
Do you involve influencers in cooperation? How would you evaluate the cooperation?
Yes, often and a lot. The channel is used for online and offline activities, own TM. The communications team has a manager who interacts with influencers and covers marketing needs through bloggers. There is also a separate content plan, a strategy for interacting with opinion leaders. In addition, we monitor the quality of work with macro, middle and nano-influencers.
EVA has a successful case of high-quality cooperation with Alla Kostromicheva ( Ukrainian model - editor's note ) for its own TM Viv'en petty. The GlamBee collection in 2021 was launched together with Anya Trincher ( Ukrainian actress and singer - editor's note ).
Ganna Grishina, CMO EVA in an interview with Webpromo
Read also : The ideal technical specification for a blogger is the key to successful advertising integration
Have you encountered hate on social networks? How to react correctly?
It's normal for businesses to face hate. In 2022, EVA launched separate contact center departments that work with chats. This is the first team that faces any manifestations, sometimes negative and aggressive.
They have already built a culture of respect, openness, honesty and humor. This combination allows them to respond qualitatively, react quickly, solve problems, because sometimes hate is a manifestation of pain that needs to be closed.
What tendencies and trends can be identified in beauty retail? What is your attitude towards modern technologies, for example ChatGPT and its application?
In terms of the level of tool involvement, the main trend is how to integrate artificial intelligence into any area of your work
. Our SMM team is also trying to integrate it into work, analyzing the results. I believe that such experience is a must. It will be interesting to see how communication and marketing approaches will change when everyone learns to work with it.In general, we look at the European and American markets, because they are developing faster and influencing our market. I can highlight interaction with influencers. But we are moving towards the point where the influencer will “knock” on the brand’s door, but not the other way around, as is happening now.
We also attract UGC content. A client who is not yet an influencer, does not have an audience, but wants to tell how he uses our product, takes steps and attempts in this direction. We help with products, advice. The brand page will have more content from clients.