5 things you need to work well in marketing (& 5 things wrong)


by netflix Emilie in Paris may return to screens sooner than fans thought, although the series has drawn quite a bit of criticism for several things, not just the lack of cultural respect for France, unrealistic wardrobe and spending, and the absurd representation of marketing as a profession.

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Emily is described as a junior marketer, but brilliant, but she barely knows how to use hashtags or take a decent photo. His lack of teamwork is also quite irritating, and his “amazing marketing tips” don’t always make sense. Emilie in Paris didn’t completely botch the portrayal of the profession, however, and there were some things they got on well as well.

ten Right: original thinking works

Emily and Gabriel are seated at the Van Gogh Exhibit in Emily In Paris.

Being creative forms the basis of marketing and public relations. While there are traditional marketers like Sylvie who like to work with proven formulas, original thinking can be risky but also welcome in the field.

Emily took inspiration from the Van Gogh exhibit for her campaign to put Paris to sleep under the stars for a mattress company and took photos of the Brooklyn dress surrounded by heels, lipstick and bottles. alcohol on the go. When she had new ideas, she spoke out loud without fear, which is generally good practice.

9 Incorrect: spontaneous posting rarely occurs

While the spontaneous laying flat of the Pierre Cadault dress was a quick thought on her part, it is almost impossible these days for brands as large as hers to allow publications to be released without any approval process for the visual, text, and hashtags – of which there was only one, which was also obsolete.

In fact, there is no timeline for social media in Emily’s world, and all posts are posted by a junior executive without being vetted by multiple levels and the brand itself, which never happens. . Of the many plot holes, audiences want an answer to this one in Season 2.

8 Right: Marketing can be sexist

Emily takes a photo of a model in Emily In Paris.

As generally as possible, Emily expected better from businesses and wanted them to be socially aware of their campaigns and how they represented women. In this case, the show depicts the misogyny still present in the commercials, especially on the day of the Maison Lavaux shooting. Of time perfume.

Even when told to have ideas for Vaga-Jeune, she expressed her dislike of how the French word for vagina was a masculine term and attempted to strike up a conversation about sexism in the industry.

7 False: the American strategy will not work on a French audience

Emily on the left, Luc and Julien on the right, Emily in Paris split image

Emily slipped into Savoir with a mission: to teach the French about American working and marketing methods, which is culturally problematic in Emilie in Paris but also makes no sense. From a marketing perspective, audience research is a big part of what goes into running a campaign, as audiences in a country would be very different in terms of taste, liking, dislike. and general state of mind from another continent.

For Emily, using tactics that worked in America on an audience in France without any research is absurd and negates all of her supposed successes as they were brain waves unsupported by facts.

6 Right: networking works

Emily In Paris season 2 release date announced

Marketing isn’t just for extroverts, but it is certainly a good fit for them. Easy interactions and networking are essential in the industry, as evidenced by Emily’s friendships and professional connections.

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She befriended Camille, thanks to whom she met Randy Zimmer in his art gallery and was able to launch a collaboration between Zimmer’s hotels and Maison Lavaux where the latter would create a signature fragrance for the hotel. She also succeeded in integrating Camille’s champagne-making parents into Savoir’s client list with her novel “Champere”. Her connection with Pierre Cadault also came in handy when the AFL wanted to donate a dress for the gala, which Emily was able to achieve through her networking.

5 False: going viral is not a formula

Split image of Emily sitting on a bench, Emily taking a selfie and Emily talking in a cafe at Emily In Paris.

Unlike what Emilie in Paris trying to transmit, there is no set formula for something to go viral on the internet. On the show, it appears the executive cracked the code to go viral, which in her book just meant the more outrageous, the more likely it was to go viral.

Her “Sexy or Sexist” campaign went viral because it was bold, her essay on the French word for vagina being a masculine word was swallowed up by French stars, and the photo of Brooklyn’s dress in a sexy tangle of debauchery has exceeded 177,000 likes. a few hours. This approach would likely lead to more failure than virality, which is unpredictable.

4 Right: Social media can follow everything

Lily Collins as Emily on Emily in Paris

This quote was said in ignorance, but when Emily said “The best thing is we can track everything. Who used what, when, where and for how long?” To a client, she didn’t There is an alarming depth to the amount of information marketers can extract about social media users and their habits, and the show is right.

Brands with marketing agencies can and will collect data on their demographics to better target, see what works and what doesn’t with their audience, and use it to make more profit, which is a darker reality. marketing.

3 False: a campaign that misses its target audience and is not a successful goal

Emily starring in Paris renewed for season 2

One of the faults of Emilie in Paris was that he was just not aware of himself, nor was his titular character. Trying to convince a client of her abilities, Emily talks about a vaccination campaign she conducted while in America for the Virgin Islands, where she was so successful in marketing the vaccine that she emerged. when people have searched for words like “tropical beach”, “paradise” or “topless beach selfies”.

This led to a huge increase in tourism for the islands, but it was by no means a proud moment for a trader. The initial goal of the campaign was to increase vaccinations, which the campaign did not achieve, and there was no point targeting an audience looking for nude photos because they would not be looking to get vaccinated. Emily only showed how terribly she managed a campaign and how she lost control with an unexpected “pro” who was of no use to the client.

2 Right: several projects are happening together

Working on multiple brands and many overlapping projects is something that certainly happens in marketing agencies, and the protagonist was heavily involved simultaneously in Maison Lavaux, Vaga-Jeune, Pierre Cadault, Hästens and the parents’ champagne brand. of Camille, and always had her creativity the juices flowing.

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The girl was an endless well of ideas and was made for a life of marketing because she juggled effortlessly with all of those clients, and also excelled in every campaign she suggested.

1 False: becoming an influencer is never so easy

emily cooper influencer on social networks - emily in paris

All viewers would agree that Emily’s rise to Instagram was the most unrealistic thing that has happened on the show. If her photos had been fantastic, or if her captions and hashtags had been relevant, you might have believed her meteoric rise, but she managed to completely spoil every opportunity with average photos, non-funny captions, and unique hashtags that no one would look. for.

Creating content and being an influencer takes an investment of time and effort, which Emily doesn’t invest with her weird croissants photos. These days, where the visuals are fancy and being a content creator is a full-time job, there’s no way she can become an influencer with these posts.

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