domain 01 : INFLUENCES AND MEDIA

IN-STORE SALES PROFESSIONAL TRAINING 

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This area explains how the In-Store Salesperson scans the world around him/her, and uses influencers such as journalists, bloggers, or influencers to make sure that his/her predictions are effective.

Area 01 - Chapter 01:

BLOGGERS AND
INFLUENCEURS

Area 01 - Chapter 02:

PRESS AND
NEWSLETTER

 AREA 01 / CHAPTER 01 - BLOGGERS AND INFLUENCERS

Lesson 01 / BLOGGERS

A - DEFINITION

  1. What is a blogger?
  2. How a blog works

B - THE DIFFERENT FORMS OF BLOGS

  1. Company blogs
  2. Private blogs

C - THE ARRIVAL OF BLOGS: A DISRUPTION OF THE FASHION WORLD

  1. Increased growth in the number of blogs
  2. A revolution in fashion information support
  3. A democratization of the fashion industry
  4. A new look at fashion
  5. A new form of communication

D - THE PROFESSIONALIZATION OF BLOGGERS

  1. Bloggers, a credibility that is difficult to gain from brands
  2. A powerful prescription power used by brands
  3. The distribution of banner ads and sponsored posts
  4. Income linked to the distribution of affiliate links
  5. Collaborations with brands

E - THE PIONEERS & TODAY'S BLOGGERS

  1. The pioneers
  2. Today's bloggers
Lesson 02 / INFLUENCERS

F - DEFINITION

  1. Qu'est-ce qu'un influenceur ?
  2. Les caractéristiques d'un bon influenceur

G - LES DIFFERENTS TYPES D'INFLUENCEURS

  1. Selon la taille de leur communauté
  2. Selon leur catégorie d'influence
Lesson 03 / THE RISE OF THE INFLUENCE: A CHANGE IN MARKETING PROFESSIONS

H - THE RISE OF INFLUENCERS: A CHANGE IN THE MARKETING PROFESSION

  1. Influencer agents
  2. Brand/influencer matchmakers
  3. New concepts
  4. The support professions
  5. Budgets reserved by brands

I - FOCUS ON THE INFLUENCER MARKETING MARKET IN CHINA

  1. A population particularly receptive to influencer marketing
  2. A censorship that favors the emergence of local platforms
  3. KOL and Wanghong influencers
  4. China, an attractive but complex market
  5. The risk of bad buzz

J - WHAT FUTURE FOR INFLUENCERS?

  1. The arrival of virtual influencers
  2. A real competition

CONCLUSION

 AREA 01 / CHAPTER 02 - PRESS AND NEWSLETTER

Lesson 01 / INTRODUCTION / THE WRITTEN PRESS

A - DEFINITION

  1. The origins of the press

B - HISTORY

  1. The first periodicals
  2. The golden age of the press
  3. The decline of the written press

C - CHARACTERISTICS

  1. The status of the press
  2. The functions of the press

D - CHARACTERISTICS

  1. Information
  2. Entertainment

E - THE DIFFERENT TYPES OF PUBLICATION

  1. Newspapers
  2. Magazines
  3. Its role in advertising

F - CHALLENGES, ADVANTAGES AND DISADVANTAGES

  1. A media in decline?
  2. The arrival of digital: Fight or partnership?
Lesson 02 / THE DIGITAL PRESS

G - CHARACTERISTICS

  1. Definition and consumer
  2. Direct information
  3. Multiplicity

H - THE DIFFERENT SUPPORTS

  1. Magazines and online newspapers
  2. Social networks
  3. Available on all electronic devices

I - CHALLENGES, AVANTAGES ET INCONVENIENTS

  1. Un trop plein d'information ?
  2. Une révolution éditoriale
  3. Une révolution Marketing
Lesson 03 / THE NEWSLETTER / CONCLUSION

J - DEFINITION

K - SUPPORTS AND FORMATTING

  1. Sending by email
  2. The relationship with the customer
  3. Its formatting

L - CHALLENGES, ADVANTAGES AND DISADVANTAGES

  1. Increased competition
  2. Creating a link with the consumer
  3. Sometimes too intrusive?

CONCLUSION

 

M - WHAT IS THE IMPACT OF THE GLOBAL PRESS ON TRENDS?

 

N - HOW DOES IT ACT AS A TREND SETTER FOR CONSUMERS?