Textile Insight

"If there's any turning of the tides, it's in how content is being generated, as opposed to what channels are being used." Kristel Hayes, MeshMarketing T here's no one-size fits-all practice when it comes to social media, particularly within the ingredi- ent suppliers' arena. For many the whole "social media thing" is not familiar and thus considered "too expensive" and/or "too time consuming" to connect with consumers from the ingredient position in the supply chain. Others realize the relevance of being on Instagram and YouTube in today's consumer-centric marketplace, yet continue to rely heavily on brand partners to lead the way in content and messaging. Some textile firms, however, are committing to digital, and reporting growth. "We are definitely tagged more, and get more mentions," explains Claire Smiley, who runs Polartec digital marketing, out of the com- pany's Andover, MA offices. "Our awareness by followers grew by 40 percent in 2017. It's been good!" Smiley joined Polartec in August of 2016 and is the first employee to have a role dedicated to social media. Instagram has been especially successful, says Smiley, as has the ability to reach niche markets with passion- ate participants. "For Polartec, cycling is big. The company sponsors a continental team in Europe and that allows us to tap into a fanati- cal user group. Cycling has been a huge win," states Smiley. Judith Russell, global marketing strategist at Nilit America notes that "there's a lot of innova- tive thinking happening at the brand and retail level, but not much back in the supply chain because any innovation that occurs there has a hard time getting through to the consumer." She explains that sourcing people often act as the gatekeepers, prioritizing price; ingredient execs interested in social media should con- nect with marketing. "They are the consumer engagement people, that's where it's happening. You have to break down silos." Russell believes all the pieces of the digital puzzle are in place for ingredient people. She explains, "The story is there with textiles, the channels are there to be used. Now (execs) just need to do it." To that end, Nilit recently launched a branded campaign around its performance nylon, called Sensil, affording Nilit the opportunity to talk about product, and the company, in a new relevant way. Nilit is also in the process of contracting with an agency for social media and co-op programs. Mindset, Money & Motivation A corporate mindset exists within textile firms that social media is a financial risk with downstream engagement that lacks payback. Russell and Smiley see things dif- ferently. "A small amount can go a long way," says Smiley, who prior to Polartec, handled digital marketing for City Sports in Boston. "If you figure you spend $100,000 on a trade show for three days, think how far reaching spending like that would be on social media. You could reach millions of people." Russell comments, "Since power has been shifting to the consumer, B2B events like trade shows have become less effective." She sees a future in B2B2C, and bringing different models together. "We need to get the old and new commerce in the same room," states Russell. No matter the business model, having a clear vision of a target audience is critical. "Many small businesses hear a buzz word and follow that without having a strategy, and without having a marketing department that can do what is needed," comments Kristel Hayes, founder of MeshMarketing, a Maine-based firm with a client base focused on selling end-product to consumers within the outdoor industry. "Every brand has its own value proposition, and regardless of how they're selling (B2B or B2C) the nuances of how to tell the brand story, sell that value proposition, and most importantly, reach their ideal target audience, is going to be completely different," says Hayes. She cites Teton Sports as an example of a company build- ing community through an innovative social media Friday afternoon twitter #hyperchat. "It's not self promoting, yet it's effective in reaching consumers." Hayes has watched the evolution of digital marketing, having launched MeshMarketing in 2010, and previously worked in sales/market- ing within the outdoor industry. "If there's any turning of tides, it's in how content is being generated, as opposed to what channels are being used," reports Hayes. Content creation is challenging. "Everyone internally is focused on product and have very busy jobs; we are all not born influencers," Hayes explains. "The reality is you have to create high-quality stories whether that is written or visual, lifestyle or how-to, but whatever you're telling must matter – and to do that you have to know who your customer is." This can be especially tricky for ingredient brands being so far down the supply chain. "So when partnering with a brand, you need to keep that ingredient voice," Hayes recommends. Going Forward Digitally Hayes suggests owning, and controlling your content. "Pick what you do well, and what is achievable and do it really well in a voice that is your own and resonates with your customer and consumer," says Hayes. Russell agrees and also advocates for bring- ing more young people on board to bring social media up to speed and influence strategy. "Most (textile managers) don't understand social media, because most are at best digital immigrants, rather than digital natives," says Russell, "So they don't use social media (other than perhaps Facebook) and do not see the disruption happening in the media space." She mentions a recent partnership with Stance as an example of an effective textile story with messaging that introduces a new Stance intimate line that focuses on how soft, and special the Nilit Sensil fabric is. These days, change is constant, and at the moment eyes are on Artificial Intelligence. Coming soon: Put on an AI headset and feel the fabric. O INVEST OR IGNORE: THE LATEST THINKING ON B2C SOCIAL MEDIA THE CONSUMER CONNECTION 26 • Textile Insight ~ May/June 2018 textileinsight.com

• Cover