DISCLAIMER: Please note that I do not note work for Cosmoprof North America. This blog post is for educational purposes only.
Cosmoprof North America is a B2B beauty trade show event that takes place every year at the Mandalay Bay Convention Center in Las Vegas. This year, it ran from July 13-15, 2014. Before, during and after the show, I spent some time analyzing its use of social media, and to be honest it could use some work. At the moment, Cosmoprof North America has a presence on Facebook, Twitter, LinkedIn, Pinterest, Instagram and YouTube. Throughout this post, I will be diving deeper into how each platform was used to promote this year’s show.
Before the Show
Facebook – The show’s business page featured a cover photo advertising the show and announcing the dates it would be taking place. On June 29, it also posted a status asking fans what they were most excited to see at this year’s show. This post received 12 likes and one share. Cosmoprof America did not mention its show again until July 9, when they asked its Facebook fans who was excited about the show and included a link to the event’s website. This post only received six likes and one comment. Perhaps a better question for this post would have been “What are you most excited about seeing/doing at Cosmoprof North America?”
Twitter – With 2,727 followers, Cosmoprof North America is much more active on its Twitter than it is on its Facebook. It frequently posts to its profile and does a good job of retweeting tweets that have to do with any of its products or event happenings. Before the show, it worked to get its Twitter followers excited about the upcoming event.
LinkedIn – LinkedIn began promoting the event about two months ago. Both of its pre-show posts received only three likes. On the plus side, I liked how they incorporated hashtags into their first pre-event post, which is something you don’t typically see on LinkedIn.
Instagram – Before the show, Instagram served as a way to give fans a behind-the-scenes look at what it takes to prepare for Cosmoprof North America. These pictures included such things as unpacking, pictures of the hotel lobby and pictures of the ballroom where the trade show was being held. So far, Instagram has had the highest level of fan engagement. Pictures that were posted to this platform received anywhere from 12-55 likes.
During the Show
Facebook – There were no Facebook posts on day 1 of the trade show. On day 2, July 14, Susan Yara, the founder of MixedMakeup, posted a link to a YouTube video she created on the event’s Facebook page, which showed a sneak peak of some of the new beauty products and brands she discovered on day 1 of the show. This post received two likes and one share. The video itself received 102 views. I find both levels of engagement to be quite low considering that a video should create more customer engagement than a simple status update. Also on this day, the event posted “BeautyFrosting’s Top 5 Faves at Cosmoprof 2014” and a post that was promoting Young Nails’ gel nail polish, its booth number and its website, along with a picture of freshly painted nails. Additionally, the event posted a picture of its Discover Beauty 2014 winners and a link to another one of its YouTube videos, in which Tati Westbrook speaks on Cosmoprof day 1.
On day 2, Cosmoprof posted twice, once for Dawn McCoy to announce her BeautyFrosting Top Five Fave for day 2 and another one for Jennifer Chan to report on day 2. This YouTube video has more comments, seven to be exact, than the YouTube video that was posted to this platform to promote day 1 of the event. It also has 59 views, which was the highest number of views received during the show.
Twitter- During the show, the event did a great job promoting various booths and the products they were selling as well as of retweeting posts made by people attending the show. The event’s weakness was that it hardly posted photos as tweets. Photos, as I’ve learned, tend to receive more engagement than just simple posts.
LinkedIn – No posts were made during the show.
Instagram – Cosmoprof North America’s Instagram was constantly being updated throughout the show. For instance, on day 1 of the event, almost 15 pictures were uploaded to its profile. The pictures feature show attendees, product closeups and pictures of various booths.
After the Show
Facebook – Facebook has not had any activity since the show ended. The cover photo for the event’s Facebook page still notes this year’s dates; however, the event’s website already notes the dates for next year. I think the cover photo should also be updated to include next year’s dates or even just a simple image taken at this year’s show. Having dates that already past makes it seem as if the Facebook page is rarely updated.
Twitter – Only two posts were made to Twitter after the show ended. The first post thanked everyone for coming to the show and the second one, which was posted on July 17, congratulated the winner of the 2014 Discover Beauty award.
LinkedIn – No posts were made after the show.
Instagram – Since the show ended, six pictures have been posted to the event’s Instagram profile, including the one below, which is promoting the Cosmoprof Worldwide stand and others that include laid-back pictures of the event’s attendees/coordinators.
Additional Social Media Platforms
Pinterest – Two boards were created to reflect Cosmoprof North America 2014, but the Pinterest page as a whole still notes the 2013 trade show dates in its cover photo. A board has also been dedicated to the show’s affiliates, though it does not note whether they are this year’s or last year’s.
YouTube – The official Cosmoprof North America YouTube channel only has two videos. One of the videos is welcoming people to the event and the other is a CPNA 2014 Event Highlights video.
Event Website – It has featured the CPNA 2014 Event Highlights video right on its homepage since before the event started. Additionally, the website banner, which is shown below, has already been updated to reflect next year’s trade show dates.
Use of Hashtags
Hashtags were found on Twitter and on Instagram, but they were far and few between. Hashtags such as #FijiLovers, #FijiLoves, #ShineB, #BoothA28415, #cosmetics, #4seconds and #beautyweek could be found sporadically. In my opinion, this event could have done better by including #cosmoprofna or #cpna in more of its tweets as well as by encouraging its followers to use either of these hashtags in their tweets. That way, it makes it easier to keep track of conversations related to this event.
Booth numbers and sponsors are mentioned occasionally on Twitter, Instagram, Pinterest and the event’s website.
Other Examples of IMC
Fans eager to find out the latest news and updates regarding Cosmoprof North America 2014 are encouraged to sign up for the trade show’s newsletter by visiting the event website.
I think Cosmoprof North America could use some major improvements to its social media marketing strategy. Although the branding was consistent throughout, in terms of photos and brand voice, the frequency of posts and the level of engagement on the various platforms was not. Some platforms were much better at engaging customers than others. I would say that Instagram and Twitter are the event’s strongest platforms, while Facebook, YouTube, Pinterest and LinkedIn need some work. Instagram really stood out to me because of the number of daily posts it had on each day of the event. I was also presently surprised by the number of likes and comments on each of these pictures.
One thing that I felt was missing from the event’s social media efforts was a contest. I think Cosmoprof North America could’ve benefited from holding some sort of contest that would result in a free CPNA goodie bag, for instance. Perhaps something like this would’ve increased fan engagement. I also think the event website could’ve benefited from having a blog, which allows for more characters than both Facebook and Twitter.