Get to the Heart (Wood) of Dulux’s colour predictions for 2018

Get to the Heart (Wood) of Dulux’s colour predictions for 2018

Last week, the paint powerhouse brand Dulux announced that Heart Wood – a beautiful warm pink – was chosen as their Colour of the Year for 2018.

Described by Dulux as a "warm neutral with a hint of heather", Heart Wood combines our love for millennial pink with the increasing demand for calming ‘greige’ hues in the home.

Announced as part of Dulux’s annual trend forecast, Heart Wood is the grounding influence in all of their colour palette predictions, due to its chameleon-like qualities, which sees the shade go from dusky pink to muted mauve to warm grey, depending on its pairing.

So, if you’d like to pay homage to nude shades in the bedroom or opt for a playful touch with pink in the living room, we have selected our favourite products from our clients below that truly encompass the no-fuss, simple spirit (and colour match) of this ever-changing smoky neutral.

 

So what do you think of Dulux's colour of the year, Heart Wood? Do you think it would add comforting charm to your home or is it millennial pink madness gone a step too far? Let us know on Twitter!

 

How to grow an Instagram following

How to grow an Instagram following

 

The highly curated visual nature of Instagram makes it the perfect platform to master if you’re hoping to transform your interiors or design brand into a covetable lifestyle brand. It’s daunting first setting up an account and staring at your zero-follower count, so here are a few tips to supercharge your (organic!) follower growth!

We'll make you blush!.jpg

 

1. Post consistently (at least once a day)

According to a study from Union Metrics, what matters for Instagram is posting consistency.

Let me explain. If you want to maximize engagement and generate followers, you can start posting on Instagram 10, 15, even 20 times a day. This will not negatively affect your Instagram account.

That is, until you change the frequency. If you make a habit of posting several times a day and then transition to only a few times a week, you will start to lose followers and generate less engagement per post.

This means that the best posting frequency for Instagram is the posting frequency that you can consistently maintain for the rest of your natural life. Or at least until you sell your business or retire to a beach somewhere.

 

2. Get the hang of hashtags

Hashtags are a great way to help new followers find you, so it would be worthwhile spending a bit of time researching and recording hashtags relevant to your brand. Check out a few blogger’s posts; what hashtags are they using?

Another way to discover hashtags is to check out the top 100 hashtags from Websta here. (You can also use Websta to search relevant keywords and find popular accounts.)

What you really want are community-oriented, specific hashtags that will drive more engagement and help you build a brand. INK361 is a free tool you can use to find less popular hashtags. Simply search for a term (e.g. ‘Nordic’) and choose a hashtag to see the search volume.

 

2017-09-07_1249.png

 

3. Share user generated content

When it comes to making a purchase, who are you more likely to trust: a brand, or a fellow consumer who uses the product? We’re more likely to take recommendations from friends and family members than brands when it comes time to make buying decisions - and that's the logic behind user-generated content on social media.

If your customers tag you in a post, you can use an app such as Instarepost to share their image with your followers. If the image features one of your products – hey presto: it’s a ready-made marketing shot!

 

Credit: later.com

Credit: later.com

 

Once you’ve built up an initial following, why not experiment with asking your customers and followers to post a themed image using a specific hashtag, perhaps offering a prize for the best entry. This can be particularly effective for building up a sense of community.

 

4. Ask users to “tag a friend”

This is a great form of viral marketing for once you’ve already built up an engaged audience, and works especially well if you are hosting an Instagram competition, or an actual event! For interior and lifestyle brands, it can work (in a cute kind of way) to post an image of delectable interiors, or an amazing vista, and ask followers to tag someone they’d most like to enjoy it with.

 

5. Share the love <3

Instagram isn’t a self-promotion tool; sorry, let me rephrase: Instagram shouldn’t be considered a self-promotion tool for brands (plenty of humans may see it that way!). It is, a community, and successful brands will need to be willing to dedicate a significant amount of time to just ‘hanging out’ on the site, taking inspiration and engaging with other users. You’ll learn to understand, what you give, you will get in return.

 

One last tactic: How to drive traffic from Instagram?

One of the challenges of marketing on Instagram (and possibly a part of its joy for users) is that you can’t quite add links for your viewers to click.

If you want to send your followers to a specific link, though, it seems that it’s becoming common practice to change the link in your Instagram profile and add the comment “link in bio” to a corresponding photo or video.

 

 

AW17 Interior Trends: Nomadic

AW17 Interior Trends: Nomadic

Here at zero2one, we have been loving the new autumn/winter trends emerging. The Nomadic trend is up there with one of our most favourite trends at the moment, confirming that Scandinavian style will continue to dominate the up and coming interior trends. With subtle colours and a rustic vibe, this trend is perfect for a chilled out autumn.

AW17 Interior trend: Nomadic

To bring this trend into your home, opt for a calm palette with warm greys, dusty pinks, eucalyptus green and flat browns for an earthly element. The Nomadic trend is true to its travel-inspired name and incorporates influences from around the globe including African, Middle Eastern and of course, Scandinavian. So wallpaper or cushions with ikat prints, or accessories with intricate patterns will bring intrigue to your setting.

If you’re looking to create a cosy update in your living room this look is perfect as the greys, navy blues and muted pinks provide a sense of warmth and the palette includes some of this year’s must have colours for autumn and winter. 

This trend is perfect for those who fell in love with last year’s Hygge craze and this year’s Lagom phase. So if a peaceful home with natural touches is on your wish list for Christmas, go Nomadic!

The Dos and Don'ts of Blogger Outreach

The Dos and Don'ts of Blogger Outreach

Thinking of working with bloggers but not sure who to contact and how to pitch to them? We've listed our top 'dos and don'ts' for approaching your chosen influencers.

 

first things first... Do your research!

 

“You may think it blindingly obvious, but you would be astounded at how many brands/PRs fail to read my blog and pitch me entirely inappropriate products” says Julie Falconer, founder of A Lady in London Blog. “Sometimes they even approach me with wrong name! Brands and PRs could do themselves a favour by reading at least my last couple of posts before launching into their pitch.”

 

  • Take the time to read the blog and understand the blogger’s style (it needs not be said, but also the blogger’s name). If they tend not to feature products similar to those you’re pitching, it’s a waste of time for all concerned.

  • Twitter offers great potential for monitoring, possible relevant story seeding & early heads up on industry developments

  • Subscribe to blogs relevant to clients & make contact with target bloggers to start building blocks of good relationship!


The Dos and Don'ts of Blogger Outreach
 

DO:

1. Send short initial email introducing yourself & asking do they mind you sending something for consideration.

2. Think about why you are pitching to their blog? Does the blogger have any specific interests within their field?

3. Keep the tone fairly informal

4. Thank them if they cover your news

5. Keep a ‘do not pitch’ list

 

DON’T:

1. Pitch irrelevant stories

2. Copy & paste salutations like Dear Nameofblog. Make it personal

3. Attach documents (copy & paste into body of email)

4. Send stale information or dull stories

5. Embargo an announcement – bloggers like to act now

6. Call – bloggers prefer replying in their own time


 

To summarise, make sure you...

Learn about the blogger and then personalise your approach. 

Make your pitch a quick, concise read.

Offer something that is unique.

Give the blogger lots of resources.

 

To make life a little easier when remembering our tips, we have created a friendly little infographic to remind you of the best practice for approaching bloggers.

 
The Dos & Don'ts of Blogger Outreach

To learn more, why not check out our post on 'What you need to know about blogger outreach.'

How to Buy Stock According to Interior Trends

How to Buy Stock According to Interior Trends

How to Buy Stock According to Interior Trends

 

Last week we experienced somewhat of a watershed moment. Nothing to do the high drama of the political earthquake that shook the country to its core; but a defining moment none the less: we received our first Christmas lead.

When pulling together some interesting research on the top trends for Christmas 2017, we realised that there are two questions that we are always asked by our clients. These are: “Can you tell me about any forthcoming trends that the journalists are working on?” and “Am I too late to get coverage for X products?”

 

The true of the matter is earlier is always better as far as Christmas is concerned. Those of our clients who send over gorgeous seasonal imagery and product shots in June have, understandably, many more potential placements than those who only start planning in the autumn.

 

So this week’s blog post is all about how to shop for stock with the latest trends in mind, and when to get those products (especially images!) into our hands.

 

Monitor PANTONE’s colour reports and Trend Bible – As the biggest trend analysts, it is pretty certain to say that whatever they predict as the next big colour, material or ‘look,’ will be the next big colour, material or ‘look’. When a shade is bestowed the honour of ‘PANTONE’S Colour of the Year’ it is a sure-fire catalyst for sell-out, as customers want to make sure they are one step ahead of the pack - even if the shade is greeted with mixed views (look at 2017’s Evergreen for an example).

 

 

Click here to check out our Pinterest Trend Boards!  

 

Interior Blogs - Reading interior blogs is just as important as monitoring the trend analysts these days. These guys are interior fanatics and spend all their time searching for emerging talent and fresh new design. As more people rely on getting their news and interior inspiration online, you can bet your bottom dollar that your customers will be taking their word as gospel.

 

Tip: Use bloglovin’ to help keep tabs on your favourite blogs

 

Trade Shows - The most obvious answer to this question is of course, attending trade shows. Not only are trade shows good for you to meet your suppliers and see what new products they are launching, but they all have sections on the most coveted products for the forthcoming season, plus talks and seminars on business development, marketing and trends. Each year, we make sure we attend these shows and talks so we can see what’s new and make sure we are giving our clients the lowdown on the industry.

 

The next big trade show for us is Top Drawer, in September – Tweet us if you’re going!

 

One vital point I must make is as soon as you acquire new stock it is important that you send through high res cut out images of the products ASAP so we can begin to pitch these in to journalists!

 

Publications work to a varying degree of lead times, with the longest lead monthlies working up to 6 months in advance and the shortest lead newspapers working just weeks and sometimes days in advance of publication.

 

For example, the longest lead publications will start putting to bed their Christmas issues in July; therefore we will need your images sent across to us by June (hot-foot!).

 

To give you an idea, here are the types of features that journalists from short and long lead publications work on around the start of summer:

 

 

How to promote your stock according to interior trends:

So, you’ve been trend savvy with your purchases and pro-active in displaying them on your site; now it is the time to promote these products smartly and make it easy for your customers to swing on by and press ‘Buy’.

 

My favourite tip is if they fit into a particular trend which is doing the rounds in the press, or an event that is looming, (e.g. Jungalow), why not create a round-up of these items and promote it on the homepage.

 

Here is a great example from Cult Furniture:

 

 

Hyperlink a nice lifestyle image or create styled shot of said products to a search selection on your site.

 

(This is also a great idea for products that have been featured in the press!)

 

Still want to know more about the latest trends? Please email us for a copy of our complimentary quarterly Trend Report.

The Power of CRO

The Power of CRO

The Power of CRO: How to maximise your sales and increase your customers experience

We regularly hear from clients how important SEO is to their business and we are always looking for new ways for our PR efforts to align with their SEO objectives. But another optimisation beast that is just as critical to your business, but often side-lined, is Conversion Rate Optimisation.

Conversion Rate Optimisation (CRO) is a process for creating a more effective website. For customers, the objective is to guarantee the best user experience. For you, the purpose is to maximise on your conversions, i.e. sales.

Whilst we would recommend you carry out both SEO and CRO exercises, most overlook the latter. To be frank, there’s no point being ranked highly for ‘red cushions’ if your customers can’t find or buy them easily on your site. You need both processes working in tandem to ensure you’re gathering high volumes of organic traffic (SEO) and eliminating your bounce rate and cart abandonment (CRO) at the same time.

To start this exercise, we need to look at the numbers you need to improve and measure to increase your conversion rate:

  1. Your Total Conversions is number of people who did whatever it is defined as converting (email newsletter, made a purchase, and so on).

  2. To get your Conversion Rate, you divide the above total number of conversions by the number of visitors to your site.

For example, a site with 5000 visitors and 50 conversions has a conversion rate of 1%.

 

Below we have outlined our top tips for increasing your conversion rate on your website.

 

Keep it simple stupid!

It’s very easy to get carried away picking bright colourful graphics and snazzy fonts but remember to allow the page to perform its main purpose, which is to get the user to perform an action. Whether that’s making a purchase or entering their details, make sure your call to action is clear and easy to find and remove the unnecessary clutter.

 

Look at your site’s usability

Can users easily search your site for what they’re looking for? Is it easy to complete your checkout process? How many pages and clicks does it take to complete the key conversions you’re measuring? Is there a mobile version of your website? No matter how pretty your website is, navigation and usability are the two biggest reasons behind lack of conversion. So, make sure you keep your navigation, registration, contact, and payment easy to find and operate.

 

Is your SEO on point?

As mentioned above, you shouldn’t do one optimisation exercise without the other so it’s key to keep your Search Engine Optimization efforts up-to-date, accurate, and relevant. Are you using accurate titles, relevant keywords and proper meta data? Images should have correct names, and keywords should be used properly. Titles should be clear and descriptive. If these items are not relevant, people may be coming to your site looking for something you don’t offer, (which will increase your bounce rate), while those who seek your services won’t be able to find you.

 

Slow and steady does NOT win the race!

Very simple one here… A speedy site will equal speedier sales!

Forbes state that “a 1-second delay in load time can equal 11% fewer page views, a 16% decrease in satisfaction, & 7% loss in conversions.”

So, if you can get your page load time performing faster, expect to reap the benefits.

 

Imagery

One of the most influential factors in increasing conversion is of course, images. In some cases - especially on landing pages - changing your imagery can increase conversions dramatically! The main points to consider are where they are placed, how many images you use and what feelings the images evoke. Otherwise, the balance can quickly turn if you’re imagery doesn’t match the content.

 

Social Proof

Do you have customer testimonials and reviews letting visitors know how happy others are with your services? With 1 in 4 people using online reviews before making a purchase, social proof is a powerful conversion rate driver as it shows your brand is trusted.

And lastly, don’t forget to shout about your press coverage! Collecting media mentions such as ‘Featured in The Times’ gives your brand credibility and a level of trust that will make users feel at ease.

 

To summarise, we have created a little infographic for you to save and use as you wish!

conversion rate optimisation

For more information on how zero2one can help improve your online presence, please get in touch.

6 tips on how to use Instagram

6 tips on how to use Instagram

Instagram. It sounds so simple and straightforward, doesn’t it? You download the app, sign up, and start posting pictures of your products, but let me stop you right there. There is more to it than that. For a business to succeed in getting their brand noticed on the platform, here are 6 juicy tips that you should definitely take note of.

Make Sure You Have a Business Profile

Instagram has a nifty little option in the settings of the app that allows you to turn your profile into a business profile. This will provide you with many benefits e.g. analytical insights and the ability to run a sponsored post.
 

Post Interesting Photos

Now, this sounds like an obvious tip, but I’m not telling you to post daily snaps of the weird and wonderful, but more relevantly, make sure your imagery is bright, colourful and most importantly, a lifestyle image.

In my opinion, cut-out images have no place for Instagram, but with that being said, if every post was a cut-out it would create a gorgeous theme for your Instagram.

From your feed, users should be able to get an idea of your brand and the types of products that you sell.

6 tips on how to use Instagram

Create a Content Calendar

A content calendar is crucial for creating a successful Instagram account.

Building a content calendar is straightforward and you can do this week by week or monthly. Monthly is a better option, as you won’t spend each week thinking of “what next?”

If you plan on doing some sponsored posts, it is important to include this in your content calendar with important points like budget, date, imagery and how long the sponsored post will last for.

 

Here are some ideas for weekly content:

1. Themed weeks e.g. bold colours, tropical etc.

2. Posts around a special day e.g. Mother’s Day, Father’s Day or Valentine’s Day

3. Pictures of a particular product or design of a product e.g. Lamps, sofas, accessories

 

Let’s Talk About Hashtags

Hashtags are fantastic little things! They allow your photos to reach more people instead of just being shared amongst your followers. It enables people with common interests to see your photos, and thus increases your followers!

So, where should you put your hashtags? Placing them in your caption is a big no no, just don’t do it. It will cause your post to look forced and unprofessional.

Rather than placing it in the caption, the best thing to do is to comment on your own picture with the relevant hashtags.

Here are some ideas: #interiordesign #interiorstyle #interiors #bedroom #home, but don’t overdo it, keep it roughly to no more than 20 hashtags per post.

Keep It Active!

This is something we are always told to do in our daily lives, but it is also important to keep your Instagram active! Posting up to 2 posts a day is the perfect amount, any more than that and you might annoy your followers. Think about the times of day you post too so you can reach maximum engagement. (Instagram analytics should be able to help with finding out the best time to post.)
 

Interact With Your Followers

Once you start posting photos that are delectable to the eye, you will start receiving comments.

Unfortunately, there are a bunch of auto-comment users but it is very easy to differentiate an auto-comment from a genuine comment.

An auto-comment usually says “nice pic” or “nice profile”, but a genuine comment will more times than none be lengthier and actually refer to the picture posted.

It is important to engage with the followers who write genuine comments, but it is also vital for you to leave comments on popular Instagram accounts that are similar to yours too, so that users of related interests will be more likely to have a look at your profile.


So that's it! Why not head over to the zero2one Instagram account to see our tips in action and say hello!

If you would like further information on our social media management packages, please get in touch.

Understanding and measuring PR using Google Analytics

Understanding and measuring PR using Google Analytics

PR is notoriously hard to measure. More recently though, with the help of Google Analytics and digital marketing, brands can be more savvy with their spending and much closer to working out their ROI. Traditional PR measurement tactics would include the number of pieces of coverage secured, brand mentions and total reach, but now clients are more interested in knowing the number of shares and conversions.

In Gorkana’s webinar in Understanding Google Analytics, they simply and succinctly explain best practice for measuring your PR using GA.

While we wouldn’t recommend focusing exclusively on your GA, it certainly makes for interesting reading. PR has always been about achieving that overall increase in brand awareness.

Modern PR metrics in analytics

 

If you’re looking to measure your PR, these are the elements to look out for on your Google Analytics.

Understanding and measuring PR using Google Analytics

PR and analytics sit on the opposite end of the same scale. PR is focused on first touch-point between consumer and brand (firing up potential customers’ desires for the new sofa, creating a buzz on social etc), whereas GA focuses on last click attribution. It’s important when trying to measure a campaign’s effectiveness not to simply focus on last click attribution. It is almost inevitable that you’re going to lose measurements on assisted conversions because of the nature of human behaviour. For example, if someone spots your product in The Times; unless they make the purchase right away and from that link, you will have lost that measurement. Instead of ‘last click’ look at your site’s overall traffic flow in the period The Times article may be current, taking into account sales overall. If there is a noticeable uplift in sales of the featured product it helps with measurement, sure, but don’t rule out customers browsing your range for a while before settling on something else.

PR is more about broader sense of brand growth than finite details. For a better way to measure, you should consider multi-channel funnels. Whilst it’s not also 100% accurate, multi-channel funnels is thought to be more reliable than using just last click attribution.

PR measurement using multi-channel funnels

The average consumer visits a site 7 times prior to making a purchase. By using the MCF, it reduces the reliance on last click attribution and upweighs supporting links. For example, someone may see your product in a blog; pin it to their Pinterest boards (to purchase at pay day); Google search for the brand a couple of weeks later; and click on an ad-word to eventually land on your site and complete the goal. Therefore, it’s important to focus on brand awareness across multiple channels in order to increase the chance of catching that customer and completing that purchase.

GA has other uses than simple analytics, for example: goal action. You may have a goal set for a particular product range to sell especially well. Or a campaign on social media. Whatever your aim, you can set up goals on GA to align with your PR objectives.

PR should provide an uplift in brand searches. If you would like to delve deeper into this, you can filter to see the before and afters with campaigns, spikes in click through rates should be attributed to digital PR. With all this talk of digital, don’t think that print coverage doesn’t also help! It’s great for increasing your brand searches (and giving you something to shout about on social!).

PR measurement

Another thing to look at is direct traffic patterns. Direct traffic comes from a bookmark or URL address.

Understanding and measuring PR using Google Analytics

Other areas to bear in mind may include regional related coverage. This should be considered if you’re working on a regional campaign and would like to see an increase in traffic and sales in your chosen location. Or you may be looking to decrease your bounce rate, or ultimately an increase in transactions.  These would all be dependent on your PR objectives.

Key PR measurement components

If you are interested in creating a cohesive PR campaign, with set goals and tracking, please do get in touch.

3 Sizzling SS17 Trends

3 Sizzling SS17 Trends

The clocks have gone forward and the weather is getting warmer (hoorah), which can only mean one thing… summer is on its way!

During the months leading up to 2017 there were many interior trend predictions bouncing around, but here at zero2one we have honed down on trends that we know will be huge this spring and summer.

See below 3 trends that will make your home super stylish in the up-and-coming months:

Pale Dogwood with Green & Copper Accents – This trend is easy to incorporate into your home by adding accessories of each colour. The addition of these accessories will give your space a feminine, industrial and botanical look all at once!

Pale Dogwood with Green & Copper Accents

Pale Dogwood with Green & Copper Accents

Pop goes the 80s – Colour blocking is back! Adding primary colours into your home whether you decide to choose a single colour or a group will allow you to instantly add vibrancy as well as character to your interiors.

Pop goes the 80s

Pop goes the 80s

Desert Chic – Wild Wild West is a hot trend for spring and summer 2017, with light brown furniture, figureheads, and cacti being a key way to add some desert style to your space.

Desert Chic

Desert Chic

Details and Pricing:

  1. Sisters Guild – Ceramic Pineapple Jar in Pink by Rice DK; £30

  2. Penelope Hope – Green & Copper Silk Cushion; £105

  3. Red Candy – Menu Norm Wire Fruit Bowl – Copper; £42

  4. Darlings of Chelsea – Charnwood Love Seat; £2650

  5. Cult Furniture – Moda Bar Stool – Yellow with Chrome Legs; £109

  6. Amaroni Home – Rebu Pink Ombre Salad Bowl; £16

  7. Distinctify – Cima Side Table; £159

  8. Cult Furniture – Cult Living Wire Deer Skull – White; £39

  9. Kikkerland – Cactus Pillow; £17.50

How to maximise & measure your PR efforts

How to maximise & measure your PR efforts

PR Pros have spent years trying to find an easy way to analyse results, but PR is notoriously hard to measure. So with the help of social media and Google Analytics, we now have more insight and data readily available to roll up our sleeves and delve into what gets customers engaged and buying.

Whether its from seeing an increase in your followers, an uplift in brand searches or more click-throughs from your PPC activity, PR affects all channels you use.

“But where do you look to find that out?” I hear you say! Don’t fret, as we have decided to share a few of our top tips on how to maximise the impact of your press coverage, along with tips on how to measure the impact of your PR.

Maximise the value of your PR:

OK, so you’ve just secured press coverage in your wish list titles. Congratulations! But now what? Brand association is one of the key values of PR. If you have been featured in a newspaper, magazine, website or blog, then your potential customers are then reassured about your brand.  So make sure your coverage works harder and smarter for you by sharing the news about your coverage far and wide!

1. Share your coverage on your website by simply writing out the titles you have been seen in somewhere prominent like the home page or the first line of text on the product description.  You can’t use the logos without permission – just send a short email to the editor and it should be fine. Oli & Grace display their best coverage mentions beautifully on their home page:

2. You can also put an “as featured in” page on your site, a ticker on the home page and “flashes” on the product listings when they have been featured in the press.  You can also use quotes from the articles.  This gives customers trust in your brand and so you may then observe increased conversion rates. Made.com do it really nicely:

3. Talk about your coverage in your customer newsletters.

4. Talk about your coverage across social media.

Measurement:

There is often a misconception that PR leads to instant and vast sales, that can be true on occasions, but its often the slow and steady build-up of brand awareness which you will see.

Tip. Make sure you have set up e-commerce tracking on Google Analytics. This will help decipher which channels or activities have worked and the impact that has had on sales.  It’a always good to take into consideration the data from before this activity has taken place so you can you can analyse before and after pictures.

Google Analytics & clients tend to analyse the “last click” / or the last touch point they have with a clientbut customers, on average, come across a brand 7 times before making a purchase – this can take even longer on big ticket items, like furniture.  Here’s a great infographic about last click attributions from Smartly:

Last click attribution

For example, a customer may see you in a mag, check out your social media accounts, click on a Google ad, click on a display ad and then make a purchase.  In this case you would attribute the sale to the “last click” on the display ad, when the magazine actually drove the initial awareness. So when print coverage is also in the mix, always be open to look at the bigger picture, rather than the granular.

There are some ways around this on Google which I’ve outlined below, including the reports to review on Google Analytics:

   1.  Look at assisted conversions from referral and direct traffic.

   2. Number of brand searches – this demonstrates brand awareness

   3. Direct to site traffic – people coming directly to your website after e.g. reading about in a magazine

   4. Look for higher conversion rates in those coming straight to the site

We offer measurement and analytical insights as part of our PR packages, along with a customised dashboard to show the impact of our activity. If you’re interested in learning more about maximising and measuring your press coverage, please get in touch.

Get the look: Sketch London

Get the look: Sketch London

With diners ranging from Hollywood A-listers to royalty, Sketch -London is a huge hit with celebrities.

The restaurant holds five separate rooms that all have varied interior styles.

A particular room that has all of us here at zero2one going heart eyes is the Gallery.

The room was transformed by the British artist David Shrigley, and includes 239 of his very own drawings displayed on the restaurant’s walls. The interior style that accompanies Shrigley’s work was designed by the architect and designer India Mahdavi, who created a striking yet playful setting.

Credit: Sketch.London

Credit: Sketch.London

Beautifully designed with a 60s theme, the room holds an old Hollywood – glamorous feel.

The focal colour is a beautiful tone of pink that is reminiscent of Pantone’s Pale Dogwood, but slightly darker.

The soft velvet pink furniture paired with the stunning copper wall and table detailing gives the room a luxe look.

It isn’t hard to see why it is such a popular spot for those A-listers!

You can add a touch of Sketch’s classy style to your home with products from our fabulous clients!

Details and Pricing:

1 Penelope Hope; Happy Cushion – Ivory and Copper; £95.00

2 Oli and Grace; Ruby Dining Table Black; £1100.00

3 Tolly McRae; Picnic Rug/Chunky Blanket – Old Rose; £119.00

4 Cult Furniture; Cult Design Moda Armchair Copper Metal Legs; £89.00

5 Furnish.co.uk; Glass Bowl Table Lamp; £190.00

6 Red Candy; Menu Norm Wire Fruit Bowl – Copper; £42.00

SS17 Trend: Dark Tropics

SS17 Trend: Dark Tropics

In late 2016, Pantone announced that Greenery would be 2017’s colour of the year. However, it seems that a darker earthy green and turquoise have taken the interior space by storm.

The trend that has a Dark Tropics vibe, encapsulates the stunning variations of greens that can be found in a tropical rainforest or jungle.

Here at zero2one, we have an array of products that will spruce up your living space ready for Spring/Summer 2017.

Below are 6 products from our fabulous clients that will immediately transform your home.

Dark tropics / Teal Marrs Green
  1. The Alessi Fruit Mama Fruit Holder from Red Candy would be a perfect addition to any kitchen or dining table. The beautiful shade of turquoise brings the Dark Tropics trend to life. The quirky fruit holder looks like an ornament when empty, so your room will always look put together! The holder has been made out of thermoplastic resin, and the bowl is made out of stainless steel.

  2. Keep your storage furniture on trend with the Shabby Cupboard from Furnish.co.ukThe beautiful cupboard that has a distressed look would be a lovely addition to your existing interior, and with the finish of the wood being a gorgeous green-blue it will bring summer into your home.

  3. Add the fresh trend into your interiors in a minimal way with the Cactus Pillow from KikkerlandThe fun cylinder pillow is made out of breathable spandex and has a filling of contouring microbeads, perfect for giving your back or neck some extra support.

  4. Keep cosy with the Forest Green Lambswool Blanket from Tolly McRae. The soft Lambswool throw would be a perfect addition to any living-room or bedroom and will bring a pop of colour into your relaxing space.

  5. Incorporate Cult Furniture’s versatile Moda Arm Chair into your home. The beautiful shade of turquoise accompanied by the stunning copper legs will look great in any location! The chair could be used in the kitchen, living area, or as a desk chair.

  6. Furniture is a bold way to bring a trend into your home, but the fabulous thing about the Wing Chair in the shade Petrol Velvet is that it will never go out of style! Sisters Guild has created a stunning armchair that will always look classic in any location.

Details and Pricing:

Red Candy – Alessi Fruit Mama Fruit Holder£133.00

Furnish.co.uk – Shabby Cupboard; £395.00

Kikkerland – Cactus Pillow; £17.50

Tolly McRae –  Forest Green Lambswool Blanket; £99

Cult Furniture – Cult Design Moda Armchair Copper Metal Legs; £89

Sisters Guild – Wing Chair in Petrol Velvet; £950.00

Hot trends of 2017 take off with Escapism

Hot trends of 2017 take off with Escapism

Happy new year all. Hope you’re enjoying the familiar comforts of your old office armchair, and diet’s evolution from endless turkey and ham sandwiches, to Mature Cheddar & Pret Pickle.

However, if you’re feeling that maybe you’re just not quite ready to return to the grind, that maybe you’d just like to check out for a while and watch from afar; this new year interior trend may be one you could get on board with.

The rise of ‘escapism’ in home design has been marked as a hot trend to watch in 2017, and it’s not hard to understand why. In a world where smart phones are always within inches of their owners’ hands and the lines between ‘work’ ‘play’ and ‘home’ are continuing to blur, it seems like a natural progression for buyers to seek out an escape. In addition to location, technology and space, as we progress into a more and more tech-laden world, ore buyers will be seeking out a haven where they can truly turn off, unplug, and enjoy their own company.

Escapism

Creek Landscape Lampshade; furnish.co.uk; £65

Oversized Travel Wraps; tollymcrae.co.uk; £59

Round Wooden Mirror; decorativemirrorsonline.co.uk; £308

Coastline Wooden and Acrylic Wall Hanging; betsybenn.co.uk; £59

George Side Table; oliandgrace.co.uk; £285

Travel Map Laundry Bags; kikkerlandeu.com; £17.50

Pop over to view all products in our Escapism collection now, and count on this being one trend really set to take off this year.

SS17 Trend Urban Tropics Garden Party

SS17 Trend Urban Tropics Garden Party

Outside may be gloomy and dark, but it is time to turn our heads towards a vibrant trend that has been forecasted for spring and summer 2017; Urban Tropics Garden Party.

The versatile trend can be added into an interior in either a minimal or bold way, with the style including fun pineapples, floral patterns, spring greens and more!

Our clients here at zero2one have amazing products that will allow you to add the lively look into your interiors.

Urban tropics trend

The Flamingo Table Lamp in Coral from Sisters Guild (1) is a gorgeously unique piece that acts as a fun ornament, and at the same time is a practical addition to your home. The flamingo design along with the coral colour is a chic way to bring the Urban Tropics look into your interiors, and it can be paired with the Floral Drum Lampshade.

The Two Pineapple Bookends from Furnish.co.uk (2) would look great on a wall shelf or bookcase, and will stylishly keep your bookshelves organised!

The Flower Patch A6 Journal from Collier Campbell (3) comes with a gorgeously designed vibrant floral cover. The lined notebook is the perfect size for a handbag or to keep on your desk at work or in your home office. The floral pattern encapsulates the trend for spring and summer, and will transport you to happier sunny days!

The Concrete Large Planter and Pen Holder from Kikkerland (4) is an industrial style pen and plant holder, which will add a bit of tropical flair to your desk space. The succulents are not included, but this gives you freedom to create your own cacti/succulent masterpiece!

Add a practical cactus ‘plant’ into your living room with Red Candy’s Suck UK Cactus Coasters (5)The novelty design allows you to no longer store your unused coasters in a mundane fashion. The coaster cactus is a perfect table display when not in use, and will bring the SS17 trend into your living area in a minimal way.

The Super Soft Merino Throw from Tolly McRae (6) is a stunning pear shade that will brighten up your living room. The soft green is a subtle way of adding the garden party look into your home. The versatile colour of the throw will live perfectly amongst neighbouring colours that may be present in your home.

 

Details and Pricing:

Sisters Guild – Flamingo Table Lamp; £89.00 – Optional Floral Lampshade – Medium; £32 and large; £44

Furnish.co.uk – Two Pineapple Bookends; £65

Collier Campbell’s – Flower Patch A6 Journal; £8.95

Kikkerland – Concrete Large Planter and Pen Holder; £30.00

Red Candy – Suck UK Cactus Coasters; £15.00

Tolly McRae – Super Soft Merino Throw; £124.00

Pantone Colour for Spring 2017

Pantone Colour for Spring 2017

It is that time of the year again where we eagerly sit and wait for Pantone to release their spring and summer colour for the following year, but wait no more, the colour has been announced!

Pantone has released their spring 2017 colour and it is a vivid green, fittingly named Greenery.

The global colour authority describes this gorgeous shade as “a tangy yellow-green that speaks to our need to explore, experiment and reinvent. Illustrative of flourishing foliage, the fertile attributes of Greenery signals one to take a deep breath, oxygenate and reinvigorate”.

Our clients here at zero2one have products that beautifully encapsulates the essence of Greenery, and here are our top six picks:

Pantone colour of the year Greenery

Details and Pricing:

  1. Betsy Benn; Coastline Wooden and Acrylic Wall Hanging£75.00

  2. Cult Furniture; Green Aura Dining Armchair with Option Seat and Back Rest£99.00

  3. Tolly McRae; Super Soft Merino Throw – Pear£124.00

  4. Red Candy; Newgate Cubic II Alarm Clock – Lime Green£25.00

  5. Living It Up; Zach Bed£709.00

  6. Amaroni Home; Citrus Juicer with Glass Jug£4.63

Capturing the contemporary industrial aesthetic with Oli & Grace

Capturing the contemporary industrial aesthetic with Oli & Grace

A couple of weeks ago I had the pleasure of being invited out to a warehouse in the middle of a Newark industrial estate, for Oli & Grace’s four-seasoned shoot.

You may recognise the name from our social channels but if not let me fill you in. Oli & Grace launched last month with a wonderful collection of handmade furniture and homewares, all of which combine ethically sourced, sustainable materials with a contemporary industrial design (think thick acacia wood table tops with cast iron legs).

Working with stylist Kwan, the Oli & Grace team set about creating a visual story for every season. Family sized dining tables were immaculately dressed for Christmas, the visible wood grain becoming a central element to the stripped-back industrial look; champagne twinkled on top of a bone-inlay dresser; a beautiful bistro set laid ready for Mother’s Day celebrations. Oli & Grace founders, Matt and Tom, have a background in commercial and set design; which as you can imagine, came in very useful when tasked with transforming a corner of an old warehouse into a contemporary industrial dining room.

It was an intense day, but I thoroughly enjoyed seeing all the beautiful Oli & Grace products up close and personal. Especially this, the waviest live-edge table I have ever seen.

Here is the edge in focus, as it deserves another posting.

If you like what you see, hotfoot it over to www.oliandgrace.co.uk to nab a stonking 20% off everything all weekend, as part of their Black Friday promotion.

Don’t forget about the colour burgundy

Don’t forget about the colour burgundy

With the weather getting chillier and the clocks turning backwards, the days are getting shorter and nights longer. The change of weather effects the colours we choose to wear, but not only this, the arrival of autumn alters how we want our home to look.

Personalised Number One Vinyl Print; Betsy Benn; £35.00

Personalised Number One Vinyl Print; Betsy Benn; £35.00

 It has been noted that the ‘in the now’ colours are green and grey, but a colour that has been popping up on AW17 moodboards is the almost forgotten colour, burgundy. I don’t know about you, but when I think of the autumn and winter months a colour that perfectly represents it is the unique dark shade of berry red.

Super Soft Merino Throws; Tolly McRae; £124.00

Super Soft Merino Throws; Tolly McRae; £124.00

So, if you’re looking to add a touch of autumn cosiness into your home then this trend is for you! The colour can be incorporated into your interior in a number of ways; you could opt for a statement sofa or add an accent of colour with a throw.

It is time to forget about the dark cold mornings, and praise the fact that it is an excuse to do a bit of shopping!

Esme Sofa – Antique Ruby; Living It Up; £760.00

Esme Sofa – Antique Ruby; Living It Up; £760.00

What you need to know about blogger outreach

What you need to know about blogger outreach

Getting props from big names such as Harry Styles, Rita Ora or Cara Delevingne is a dream come true for most brands. But recent research concludes that it’s actually bloggers rather than celebrities that weld the most influence when it comes to promoting products and services.

Blogger at work. Pic credit: s4.favim.com

Blogger at work.
Pic credit: s4.favim.com

Blogging itself has become big business for the smart and savvy early adopters, with preeminent bloggers such as Zoella earning in excess of £50,000 per month. Committed bloggers, having dedicated long hours and much effort into creating a beautiful site and subsequent following, are fast wising up to their worth; meaning ‘free’ coverage for brands is becoming harder and harder to secure.

As bloggers become choosier about the brands they work with, it’s important to follow some basic rules of influencer outreach.

  • Do your Research

“You may think it blindingly obvious, but you would be astounded at how many brands/PRs fail to read my blog and pitch me entirely inappropriate products” says Julie Falconer, founder of A Lady in London Blog. “Sometimes they even approach me with wrong name! Brands and PRs could do themselves a favour by reading at least my last couple of posts before launching into their pitch.”

Take the time to read the blog and understand the blogger’s style (it needs not be said, but also the blogger’s name). If they tend not to feature products similar to those you’re pitching, it’s a waste of time for all concerned.

  • Remunerate bloggers based on influence

There are no hard and fast rules as to how much brands should pay bloggers for their time in promoting their product or service, but do look toward a blogger’s influence for a rough guide.

If a blogger is relatively new with a handful of followers you probably can’t expect to achieve return on investment. However, if the blogger you approach has a large following and a track record of working with brands on campaigns then you will need to make sure they are paid for their time. Paying bloggers for their time is a great way to make them feel valued; and if they’re helping your brand, it’s only fair they should receive something in return.

Many bloggers have already assembled media packs, which outline charges along a scale of involvement. Don’t be afraid to engage with the blogger and explain what it is you’re after. Most will be happy to put together a tailored package, and remember, through posts and social media there are plenty of ways to reach your audience.

  • Build lasting relationships

Choosing a blogging partner should be similar to choosing a partner partner. Pick one that closely matches your values and aesthetic for a successful long-term relationship. Yes, you must have a little in common, but this just means that their readership is likely to be responsive to your brand. Then court them: befriend them on social media; follow them on Pinterest; be consistent with your engagement; establish a good working relationship; and recognise what it is that you both hope to get out of it. If you understand each other from the outset, together you will build a beautiful, fruitful campaign!

Case Study – Red Candy

Case Study – Red Candy

Red Candy

About Red Candy:

Red Candy was launched in 2009, as the world’s first red-only website. We’re not joking; literally every product stocked from clocks & colanders, to mugs & magazine racks, was red!

However, at the request of customers, they soon decided to push forward and embrace colours from all ends of the spectrum. Moving away from the rouge niche was pretty scary at first, but I hope you’ll agree with us when we say we now think that it was the best decision they ever made!

Objectives of PR Activity:

  • To increase national product awareness across a wide range of media through successful product placement in gift guides, news pages, get the look and style features

  • To raise the brand awareness through company news pieces across all print and online media

  • To increase brand awareness of Red Candy with end users

  • To achieve at least 10 pieces of coverage each month

  • To increase website traffic and sales conversions on redcandy.co.uk

Results:

  • On average, Red Candy receive between 40-90 pieces of coverage per month

  • 81% of traffic is from search

  • 19% of traffic is direct from online coverage

  • An average of 100,000 monthly visits to their website (July 2016)

  • Grown to a solid 99% customer satisfaction record (assessed by Feefo, an independent review system provider)

  • Have been with zero2one since launching in 2009

Testimonial:

“When we first started working with zero2one we were a very young e-commerce business, concentrating mainly on online marketing. Zero2one immediately complemented our online presence with comprehensive offline coverage in national newspapers & magazines, introducing our brand & products to a much wider market than we could ever have hoped to achieve by ourselves in such a short period of time. The positive effect on traffic & turnover was instant and unquestionable. On top of this, each month we receive a huge wad of Red Candy related press cuttings through the post, so are immediately able to correlate mini trends over the previous month to the features & magazines that generated them – this provides perfect data for planning future advertising campaigns! Top quality service all round.”

Andy Menzies – Red Candy

If you would like to achieve the same success as Red Candy, you can contact us here or read more about our services here.