Digital communication assignment 3
Why:Lush believes in creating cosmetic products from ethically purchased ingredients that are not tested on animals and selling and making fresh and handmade products made by people who are happy and selling it to people in order to make them happy too.
How/BHAG:
Context:
- Technology principle:
Lush is quite active on their social media pages. Since they don't use paid marketing, it is their most used communication method. Lush uses different social media pages such as twitter, Facebook, Instagram and their own webpage. Lush uses their social media pages to receive customer feedback and also respond to customer comments. They also inform people about different charity projects that they are taking a part in and different new products and product lines that they want to endorse.
- Open communication principle:
Lush shouldn't forget their possibilities with the male consumers since it can bring more profit but also help getting support to the companies different charity projects. In order for Lush to reach this new target audience, they have to widen their product lines to suit men but also communicate their message to the target audience more clearly. Instead of communicating with feminine elements and messages, Lush could endorse their more male directed product line in different ways so that the male consumers would pay attention to Lush as a potential brand when it comes to shaving products, shower products and perhaps even perfume.
Through Lush's charity projects
and by part-taking already existing charity projects, Lush stands out as a company that truly cares.
Lush is ethically righteous company that works towards fair business in all of it's actions. Lush communicates it's passion through their different social medias and informs and educates people through different social media posts and events. The major goals involve around protecting our planet and standing up for the rights of living beings, weather it is animals or people. What really makes Lush stand out as a brand is that it doesn't forget to reflect its passions in the different areas of business. Wether not using paid advertising or making sure that product containers are being recycled, Lush tries to stand as an example of a company that is making profit but still acts ethically.
What:
Lush sells products that are supposed to create positive impact and contribute with positive effect with the society and the planet. The whole production chain is set up in a way that it creates least amount of pressure to the ecosystem and doesn't take advantage of animals or people in the process. By buying Lush products, you get a feeling that its okay to treat one's self or others with good smelling products and special moments.
Retrieved from: http://www.lushusa.com/on/demandware.store/Sites-Lush-Site/en_US/AboutUs-OurStoryShow?cid=ethical-campaigns-lp
What:
Lush sells products that are supposed to create positive impact and contribute with positive effect with the society and the planet. The whole production chain is set up in a way that it creates least amount of pressure to the ecosystem and doesn't take advantage of animals or people in the process. By buying Lush products, you get a feeling that its okay to treat one's self or others with good smelling products and special moments.
Fundaments for a new community building plan using the 4 Cs:
Context:
- Technology principle:
Lush is quite active on their social media pages. Since they don't use paid marketing, it is their most used communication method. Lush uses different social media pages such as twitter, Facebook, Instagram and their own webpage. Lush uses their social media pages to receive customer feedback and also respond to customer comments. They also inform people about different charity projects that they are taking a part in and different new products and product lines that they want to endorse.
- Open communication principle:
As already mentioned, Lush's social media outlets let customers give open feedback and also voice their opinion about the companies products. Lush also portrays their own customers in their social media pages. This gives the company a nice image within the target audience.
Retrieved from: https://www.facebook.com/lushcosmetics/
Consumer:
The consumers that Lush could focus more are men. Men are increasingly focusing more and more on their looks and skincare and this is the perfect opportunity for Lush to widen their clientele. Lush already has existing skincare and bath products lines for men but their social media activity and product endorsement could target men more.
Community:
The online community that Lush focuses on is mostly targeted already existing consumers. Because Lush doesn't use paid advertising, it would be good for Lush to focus in men in their social media activities as well as new consumers who aren't familiar with the brand yet. Lush could start a campaign that focuses on more masculine products and manly fragrances.
Connection:
Because Lush makes skincare and bath products, their most likely target audience is women. However, like already mentioned, men are also getting more and more interested in taking care of their bodies and appearance.
Lush already has a variety of products directed to men but the focus is clearly on women.
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