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FOCUS | Making the most of the internet


Make friends and infl uence people


Kelly Roden, owner of Meliora Bespoke Kitchens in Doncaster, speaks to Vicki Evans about working with infl uencer @annas_attic_interiors_shop


Q & A


Q: How did you get matched up with @annas_attic_interiors_shop? A: I joined a networking collective called ‘No House Rules’. Run by Katie Woods and Amy Wilson, it aims to unite interior brands and interior enthusiasts in the North. When I joined, I was matched with an infl uencer who wanted a partner for the work on her bathroom. I was a bit apprehensive at fi rst, as you don’t know what it is going to entail – especially as a small business. We were interested in growing our business, and we wanted to reach out to different audiences, so I was put in touch with Anna from @annas_ attic_interiors_shop to see what she was looking for and to see what we could do for her.


Q: What was the process from when you started working with Anna? A: It was a diffi cult one at fi rst, as we didn’t know what was going to be expected of us and what we could do for her. Anna came into the showroom and had a good chat. We advised her about the design she had in mind. We contacted a few of our suppliers, and some of them were very happy to work with us. Roman worked with us on this project as well as Frontline and Ca’ Pietra. We didn’t make money on this project, but we didn’t lose money either.


Q: What did you require from Anna in terms of posts and coverage? A: We knew that we wanted mentions on Instagram, her blog and a photo shoot for a magazine. Social media, for me, is a lot more about networking and reaching out to people, but magazines, for our clientele, are more important. So that was the main guarantee – a mention in a print magazine [which we got]. I made sure that every time she posts a photo of the bathroom, we are tagged into it. I think that you should stipulate this when starting.


Q: Why is her brand right for you? A: Anna’s style is really in our remit as well – it is similar to our showroom and the projects that we work on, so it felt right. It felt within our comfort zone.


Q: What advice would you give other


retailers wanting to work with infl uencers? A: There has to be a bit of caution as it does cost you money. You need to make sure your service is absolutely paramount – as you are putting yourself in a vulnerable position. If you can get together with someone who believes in you as a company, and you have that working relationship, it can be nothing but positive. There is a risk, as you are relying on suppliers to provide the products on time and to keep up the service. But then, they are like any client, as everyone has the internet and can post reviews.


36


kbbreview · December 2019


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