Cassandra Volpe – Account Director at Adaptly
What is your job title and what does a typical day in the life look like?
Account Director (Social Media) at Adaptly
A typical day includes meetings with my internal team and clients to discuss campaign performance and future strategy, putting together media plans and recommendations, working to optimize campaigns in real time, and being sure to take time to keep up with the latest in the industry.
Do you have any advice for someone hoping to get into this field?
Look to get in the door with an agency or API partner who works across multiple social platforms and verticals. Ultimately, this will set you up for several different paths as you discover more about what it is that draws you to this kind of work.
Once you’ve landed a position be a self-starter and a go-getter. If you don’t know the answer to something, research it. Participate in webinars, read articles and blogs written by those in the field, keep up with industry news etc. This will put you a step ahead in this fast changing industry.
What is the biggest difference you’ve noticed between traditional fashion and retail marketing and social media marketing for this industry?
In traditional media, there is often a lot of emphasis put on using elevated and artistic creative. Using print as an example, these often have an editorial vibe and blend in well with the pages of Vogue or Elle magazines.
When we think about how users interact with social media, the behavior is very different. Users are consuming media quickly, on mobile devices, anywhere they are. Creative in these environments need to stand out and very clearly communicate what they are showing in order to have a lasting impact on the user.
Where in print, black and white imagery may have given a sophisticated vibe, users will likely scroll right by that on a news feed filled with color. In television, you may have the users undivided attention for 45 seconds or more but on Social you have 5 seconds to grab someones attention and can only expect to keep it for 15 seconds – so it is important to grab their attention with movement and color and to say what needs to be said quickly and playfully.
How does an awareness campaign differ from a campaign directed at purchasing a specific item online?
Awareness campaigns aim to generate brand buzz and drive your brands narrative. These campaigns aim to show what you have to offer and help introduce your brand or aid in staying top of mind with your audience. Brand marketing may influence sales, but it does not necessarily increase them.
An ad with an objective of selling a specific item would be considered Direct Response. With Direct response your one goal is to drive sales.
Do you ever create campaigns to drive in store traffic?
Driving in-store traffic is a huge focus for many retailers as more and more shopping moves online. Fortunately, there is still a tremendous benefit to the in-store experience of communicating with a real
person who knows the brand as well as seeing and feeling a product in person. In order to effectively drive foot traffic, this in-store experience should be a focus of your advertisements.
Does your messaging differ by social platform?
The message does and should differ by social platform. Again, think of how the social platform is used and how you can provide value in that context. On Pinterest, users love to see “how-to’s” so showing how to wear an item multiple ways works well. On Instagram, you may use visually beautiful content in relatable outdoor settings.
What do you see for the future of social media marketing in the fashion industry and specifically branded content?
I see things getting a lot more complex with the Virtual Reality on the near horizon. One day, users will be able to virtually hold or try on an item before they order online.
What is the one piece of advice you give to all your clients?
Always be testing! In an ever changing market, what works today might fail tomorrow. In order to succeed you must be dynamic and willing to divert from the original strategy.
Showing posts with label how to work in fashion. Show all posts
Showing posts with label how to work in fashion. Show all posts
Tuesday, August 15, 2017
Thursday, March 23, 2017
CdM Fashion Careers: Gladys Tamez Milliner to the Stars
Today I interviewed Gladys Tamez at the Ron Robinson store
on Melrose Avenue where she was launching her new SS17 collection
“Hollywoodland” Gladys Tamez owns her own millinery studio in downtown Los
Angeles where she creates hats of every style by hand. She is inspired by the
European tradition and craftsmanship but, the designer ultimately has a unique
LA spin on her designs adding wild prints and bright colors to her elegant
designs. While her designs are unique Gladys herself is exactly what you would
expect from a milliner, never still she passionately described her collection
to me in her exotic accent all while styling customers and merchandising the
hats on display. Gladys is most well known for designing Lady Gaga’s famous
pink hat that is now the icon of the singers “Joanne” world tour. Lady Gaga’s
favorite color is pink after all and according to Gladys of the 60 some hats
she has in her collection the pink one still remains one of her top favorites.
The designer told me that she loved designing for Lady Gaga and it was an
amazing experience. She has since gained several more high profile clients in
both the entertainment and fashion industries. She offers private consulting
and custom styling in her downtown studio where she also designs for her
collection. 
The Grace Kelly hat pictured in the center of the display
The collection is truly an homage to the silver screen and the
lookbook even features the son of Salvatore Ferragamo as a model posing in
black and white glamour shots. The designer is constantly on the move working
on her next big project and growing her successful business, proof that there
is always room for new talent, even in an unlikely and traditionally male dominated career such as a milliner.
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