No social media?
Sounds Lush…
What would you have done if the largest brand in your industry had suddenly ceased to exist on social media? Panic, right?
Most people were left scratching their heads when Lush Cosmetics UK removed itself from seven major social media channels - Twitter, Facebook, Instagram, and more – leaving everyone wondering how they could thrive without any online presence. But it seemed that this move by Lush might not have actually been as disastrous as we feared!
Lush made waves with its decision to leave social media. By doing so, the company hoped to make a statement about the toxicity of social media and the negative effects it could have on mental health.
Rather than relying on social media platforms to promote their brand, Lush returned to more traditional advertising methods such as billboards and in-store displays. This bold move garnered both criticism and praise, with some arguing that leaving social media would hurt the company's growth, while others applauded the decision as a refreshing change from the constant digital noise. Regardless, Lush's decision to prioritise mental health and make a statement about the negative impact of social media was an important conversation starter in our ever-connected world.
So what are some of the ‘alternative’ ways for engaging with customers without social media?
Businesses can explore a range of strategies that help them engage with customers without solely relying on social media. Hell, even radio is making a comeback. Hosting community events or collaborating with other businesses to create joint ventures. Creating newsletters or email campaigns that offer exclusive discounts, updates, and behind-the-scenes insights into the company can all be hugely successful – they aren’t rocket science.
And don’t underestimate the success of focusing on the long game -your brand’s halo and perception can ensure your audiences advocate for you at every opportunity. An even crazier thought…businesses could focus on providing excellent customer service through personalised interactions, timely responses, and going the extra mile to understand their customers' needs (again great for your halo) All of these strategies could help businesses build strong relationships with customers and establish themselves as a reliable and trustworthy brand – they may not sound particularly sexy – but they definitely work when done right.
And what about outside of traditional marketing?
As businesses continue to evolve, so do the methods by which they reach their customers. For marketers, thinking outside of the box is more and more important in order to keep up with the competition. From flash mobs and experiential, through to sponsorship or guerrilla marketing, there are plenty of ways to get creative with your outreach. These strategies often offer customers a fresh and engaging approach – giving them a fresh pair of peepers and away from the doom-scrolling blur. As the world becomes more digitally connected, alternative marketing strategies become more prevalent and necessary to stand out among the noise.
Lush had proved that even in a world becoming more and more digital, the power of a physical presence couldn't be forgotten. They understand the value of brick-and-mortar stores. With over 250 locations worldwide, Lush has a strong offline presence that could be leveraged to increase brand recognition and ultimately boost sales.
You ok hun?
Lush Cosmetics has fared relatively well since leaving social media in November 2021. In the immediate aftermath of the move, sales in the UK increased by 20%. However, overall sales growth has been more mixed. In 2022, sales were down 9.8% compared to 2019, but up 108.4% compared to 2020.
Lush attributed some of this mixed performance to the loss of social media as a marketing channel. However, the company has also said that it has seen an increase in customer engagement since leaving social media. For example, Lush now has a waiting list of over 100,000 people for its monthly subscription service, Lush Kitchen.
Lush also doubled down on its experiential marketing efforts since leaving social media.
The company has hosted a number of pop-up shops and events, and it has also started to produce more offline marketing materials, such as print ads and leaflets.
Overall, Lush seems to be doing well despite leaving social media. The company has seen some challenges, but it has also found new ways to connect with customers and drive sales.
Some of the key things that Lush has done to succeed since leaving social media:
Focused on customer service. Lush has invested in its customer service team and has made it easier for customers to get in touch with the company. This has helped to build trust and loyalty among customers.
Invested in experiential marketing. Lush has hosted a number of pop-up shops and events, which has helped to create a sense of excitement and community around the brand.
Produced more offline marketing materials. Lush has started to produce more print ads and leaflets, which has helped to reach customers who are not on social media.
Stayed true to its values. Lush has not compromised its values since leaving social media. The company is still committed to ethical sourcing, sustainability, and animal welfare.
It is still too early to say whether Lush's decision to leave social media was the right one. However, the company seems to be doing well so far, and it is clear that it is committed to finding new ways to connect with customers.