Social marketing case of 3 footwear brands

Guide: Shoes are a very popular category in E-commerce. The three cases in this article tell us how to combine the right social media to expand online and offline promotion activities. You can not only get some creative activities from the inspiration, but also from these three big shoes brand in the application of social media, the future brand how to do social media marketing trends get some hints.

Key Words # Mobile shopping becomes an important tool #,# brand and sponsor (ENDORSER) interact more closely in social media #,# social media marketing activities with a combination of image and geographic focus

shoes are a big business for electric dealers

Just look at online retailer Zappos, which has a yearly sales of more than 100 million dollars, and shoes account for 80% to 85% of them. A study by Google at the end of 2008 showed that 45% of men and 46% of women used web-information searches to help them make decisions when shopping online and in stores, which, no doubt, grew as the Internet as a whole and the use of e-commerce increased. According to a survey conducted by ShopSmart magazine in 2011, nearly one-third of women were satisfied with online shopping, up from 14% in 2007.

This is not surprising, because social media has become one of the most important channels in the web discovery, research and purchase process. The article interviewed two very different shoe brands, sneaker manufacturer Puma, and the famous shoe brand Jimmy Choo and New York fashion Boutique Bergdorf Goodman to learn how they choose targeted customers, platforms, and metrics through social media.

1. Puma-is unwilling to just be a stalker for social marketing

"According to Puma's survey, at least half of the online consumers are Puma, meaning they will shop online and buy in the physical stores," said Remi Carlioz, senior electronic marketing manager at the high level. Mobile phones are becoming an increasingly important tool in the shopping process, he added.

Today, the brand is active in major American social media such as Facebook, Twitter, Youtube,tumblr,foursquare and Instagram, while more regional social media are available in the five major regions where Puma operates.

Puma uses social media for two main purposes: 1 brand building 2. Increase visibility through the release of products and activities.

One of Puma's biggest branding investments is a high-profile sailing event, such as the Volvo Global Sailing Championships, a global event that lasts 9 months and is held every three years. Puma is the official designated clothing supplier of the tournament. This year, Puma dispatched 10 Tumblr and Instagram users to record a week-long stopover in Abu Dhabi and to pick out a number of pictures of sailing boats marked with Puma from excellent users.

Carlioz says Puma is not doing much to make use of the social media channel to sell products, but the situation may change in the future. For now, companies will be more focused on using new platforms such as social shopping list sites to fancy, promote branding, and enhance participation and experience. Carlioz is also keen to collaborate more closely with Puma-sponsored athletes because most of them use participatory social networks, such as Facebook and Twitter.

Looking for a combination of mobile phones and socializing is also a priority at the moment. At the end of March this year, Puma plans to launch an iphone app that can share photos around the world. In addition, Puma is developing a project called Puma Factory, which allows consumers to design personalized sneakers online or using the ipad.

2. Jimmy choo-Social marketing leader

Jimmy Choo has become a leader in social media, largely thanks to its activities in the spring of 2010 Catch-a-choo Foursquare (America's popular social media attendance), which requires women to run around London as a reward, She had a chance to get a new pair of sneakers. Jimmy Choo used Foursquare to sign in at different fashion venues, signed in via Facebook and Twitter, and the first person to arrive at each check-in point would reward a pair of sneakers.

The event was attended by about 4,000 people and received consistent acclaim from traditional media and online media. According to the idea of the event, Freshnetworks London, a social media agency, said sales of the brand's sneakers rose by 33% in the ensuing year.

Since then, Jimmy Cho has implemented a series of online and wired interactive measures to maintain its proactive, product-centric image of the brand in Facebook and Twitter.

Jimmy Choo's Google +

Jimmy Choo recently turned his attention to Google +. The Google brand page, released last November, and Jimmy Choo's first men's shop in Burlington, London, complement each other.

According to relevant data, Google + 's users are mostly male, so Jimmy Choo decided to abandon Facebook and switch to goolgle brand page release Jimmy Choo Men. However, the brand has only been circled (circle) 226 times, but customer relations manager Matt Rhodes says that Google + 's involvement is improving.

On Valentine's Day, the advertising agency is helping Jimmy Choo to organise an event to encourage women's followers to keep their husbands or boyfriends focused on the page of Jimmy Choo on Google +.

When it comes to the challenges of social media for different shoe brands, Rhodes that the most important thing is to let consumers identify with the value of the product.

"For the shoes I wear on special occasions, I have a different quality requirement than a pair of sneakers for running marathons," Rhodes said. In addition, the use of social media should be different. Jimmy Choo may be more focused on showing shoes as part of a costume or lifestyle on special occasions. On the other hand. Nike will be more emphasis on sports elements and uses.

"It requires you to really understand your customers and how they think about products, and then use social media to react from the perspective of content and functionality." "he added. Rhodes also points out that social media does offer a chance to surprise consumers with the expectations of a brand, and the signing up of Jimmy Choo's joint Foursquare is an example.

3. Bergdorf goodman-Mobile Marketing

Although not a shoe monopoly, Bergdorf Goodman, a high-end department store, has been organising a series of shoe-focused online activities to promote its shoe salon (shoe salon) in the fall.

In addition to a large number of posters, the company and productive Edge developed a New York interactive map of the shoes. Instagram's users were encouraged to upload photos of their marked BG-branded shoes in front of New York's famous landmarks. On the map, part of the filming is in Manhattan, part of the city's various edges.

So far, 150 photos have been added to the map. This promotion has also been 223 times Facebook likes,185 tweets, and 30 times +1. This is not a bad result for a restricted area activity.

Summary

As a category, shoes are difficult to define through social media. The strategy of the brand is very different, the classification is more from the price to differentiate rather than product form.

As Rhodes says, a successful strategy is to get consumers to understand the brand and to know that they are thinking about the product and then use social media to build a way out of that perspective. Also need to surprise consumers, such as Jimmy Choo's Catch-a-choo and Bergdorf Goodman's "Shoes about Town" activities.

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This article is from @socialbeta content contributor Brain Lai

This article link: http://www.socialbeta.cn/articles/shoe-footwear-brands-social-media-marketing-2012.html
Original link: http://mashable.com/2012/02/06/shoe-footwear-brands-social-media-marketing/