Anglais Oral

Partie 1 : Compte rendu

Présentation (1 min) :

My name is Valentin Goalec and I am eigtheen years old. I live in France and more specifically in
Finistère in Brittany. I got my Bachelor’s degree last year. I have not yet had the opportunity to do
an internship related to my training. My hobbies are listening and writing music, as well as
watching movies that allow me to improve my english.

Compte rendu (2min30 à 3min) :

The first document is an article written by Cheryl Conner on June 8th, two thousand and eighteen in
the Forbes online magazine titled “Celebrity Influencer Marketing Is Dead, Report Says - Real
Employees And Customers Are Better. ". Cheryl Conner is a writer and communication
entrepreneur, which is why she puts forward her perspective on “How can companies promote their
business through new methods?” The second document is a graph on the same subject titled “10
Goals Of Influencer” directed by Altimeter.

In her article, Cheryl Conner discusses the benefits of an emerging promotional approach that is
increasingly being used by companies. She explains that instead of spending a lot of money on
celebrities to promote a new product for example, many companies prefer to give voice to their
customers or employees. She goes on to say that it not only saves money, but also enhance
employees and customers loyalty and commitment to the brand. Finally, she explains that this helps
to protect the integrity of companies from scandals or problems that might affect influencers.

Cheryl Conner’s new marketing method is interesting because it’s a good alternative for small
businesses with a small budget, and consumers are increasingly looking for authenticity. But here,
the promotion of influence does not have the same criteria, it’s privileged to improve brand
advocacy or expand brand awareness by neglected customer satisfaction.

Partie 2 : Expression personnelle

1.(1min à 1min30)
The title of the article refers to report by Sprout Social revealing that marketing influence is dying.
In other words, thanks to new methods of marketing influence such as the use of employees and
consumers, marketing influence is dying out. So the author of the article, Cheryl Conner goes on to
express why “Real employees and customers are better. ”

2.(1min30 à 2min)
The benefits of influencing marketing are many. First of all, it allows the brand to increase its
awareness among influential public figures. Then, influence marketing allows you to target different
types of consumers depending on the influencer being followed. The use of influencers can improve
the brand’s image with consumers because, coming from someone they value and think they know,
their opinions about the brand will be more widely accepted and understood. In addition, it will
allow the brand to create a less intrusive relationship than normal marketing because the message
does not theoretically come from them. This will increase the number of people redirected to the
brand’s website and also the sales rate because the follower will have confidence in the influencer.
3.(1min30 à 2min)
The marketing campaign will make it possible to trigger the consumer’s desire to buy the exhibited
product but also to improve brand awareness for example. The campaign message can be broadcast
on different media at the same time, which allows to target a type of consumer. That’s why I think
it’s very important to think about the target you want to reach with your marketing campaign.
Television or radio may be used to promote a new product or service in a non-digital way. Methods
of promotion off-media can also be used as competition games or the presentation of the new
product in an exhibition hall for example.

4.(1min à 1min30)
To best meet the demands of consumers and advertisers, it’s important to use their communications
and public relations skills to satisfy both parties.

5.(1min30 à 2min)
I think that the two methods are complementary because transmitting information through
technology is faster than using direct communication. Having said that, I think it’s easier to reach
agreements in front of the interlocutor because you can try to convince the person. In addition, our
feelings come into play while through screens, we are more detached.