With everybody and their mother trying to start a company right now, it can be difficult to stand out amongst the crowd.
Lucky for you, we’ve connected with Julianne Fraser, Digital Marketing Expert, Founder, and CEO of Dialogue New York, a leading global digital marketing consultancy with an emphasis on influencer marketing.
Fraser has been a pioneer in the influencer marketing industry dating back to 2013 when she developed one of the industry’s first-ever hotel influencer marketing campaigns for Ian Schrager Hotels.
Through these efforts, she supported creators like Chiara Feragni, Olivia Lopez, Chriselle Lim, and Shea Marie at the very beginning of the influencer renaissance.
From there, she held roles at Lacoste, leading digital communications in North America, and then moved on to work at Village Marketing, where she oversaw influencer and partnership strategies for brands such as Care/of, Capsule Pharmacy, M. Gemi, Rhone, and more.
Julianne launched Dialogue in 2017 with a mission to connect thoughtful brands with creatives to develop meaningful dialogues that really resonate with people.
She has supported leading brands including Ami Colé, Brooklinen, Sakara Life, Seed, Harry’s, Golde, Ghia, and Little Spoon, among others.
Dialogue’s signature approach develops a multi-layered influencer marketing strategy that supports a brand's social media and content needs, performance marketing strategy, PR efforts, and partnerships.
The industry maven herself is here to reveal her secrets to building a thriving business in a saturated start-up world.
The strongest brands we work with have meaningful and unique stories that set them apart from the competition. Sustained growth comes from a commitment to building a brand universe that resonates with customers.
Building a strong brand halo comes from deep-rooted and meaningful relationships with creatives, brand partners, and consumers. Don’t cut corners, invest in strong connections that will pay off in time.
We all know that consumers need multiple brand touchpoints to convert. A consumer should learn about your brand through press or influencer collaborations, engage in a robust editorial or content strategy, be reminded of the brand through creative out-of-home advertising, and be strategically targeted with digital advertising also. The harmony of all marketing tactics working in tandem is what sets a brand apart.
No matter how buzzy a brand may be, or how viral it gets, it will never earn true clout and credibility if the product is not superior and solves a key problem.
I often tell new startup founders that so much can be achieved with in-house resources at launch. With the right creative approach and hard work, relationships can be formed, content created and growth achieved, by scrappy and in-kind measures. We work best with brands that have established this strong brand foundation, which we can build upon.
Our best and most impactful campaigns have come from listening to the needs and feedback of our client’s consumers. If we can identify a unifying need or sentiment from consumers, we can craft programs that truly resonate. Influencers are not only great promoters of a brand, but they can also provide valuable feedback for growth.
The best way to develop a creative campaign online is to get offline. Stop looking at your competition and what the industry is doing; think outside the box and break through the crowded social space by doing something different.
Little Spoon - Is this Normal Platform (launched in partnership with Arianna Huffington), which acts as a platform for parents to speak honestly and openly about their experiences.
The key to sustained success is to think long-term. So often startup founders are under extreme pressure to reach milestones early on, but the clients of ours who are celebrated for their success have taken time to lay the foundation and patiently build upon it (Seed, Sakara Life, Brooklinen).
Sakara Life - Series B Fundraise
Companies are often concerned about diluting their brands through partnerships and while this may be the case early on, the power of aligning with like-minded brands and creatives not only ensures different modes of storytelling, but it also it offers exposure to a new audience as well.
Building a strong and timeless brand doesn’t happen overnight. It takes time to achieve momentum, so reestablish your expectation and be patient, trust the process. The results speak for themselves (just look at our clients!)
Photography by: Jérémy Razasan