Week 7: Better than the Rest

Now that we have identified the key parts to a strong IMC - who is getting it right?  These are my top three.  

J. Crew

(J. Crew Blog)

With catalogs, e-newsletters, and a strong social media presence across the board, J. Crew takes a fully integrated IMC approach.  By using the signature J. Crew script logo on every branded sight, J. Crew creates consistent imagery.  The message is clear:  preppy fashion is a lifestyle, and J. Crew is living it up.  

(from recent J. Crew email blast)

With daily updates on Facebook and Twitter (and a pretty aggressive email campaign, might I add), the content is fresh and up to date.  Style tips, lunch spots - you name it, and J. Crew has an opinion on it.  By going above and beyond their clothing, J. Crew created a stronger, more relatable brand.  

Different social media platforms are mentioned on the blog, on the individual social media sites, and even pushed in the e-newsletter, as well as the consistent use of social media buttons.   

J. Crew tweets to it's customers, about anything and everything.  The high level of engagement of Twitter certainly contributes to the almost 190,000 followers.

Recently, an email promoting fall fashions highlighted the J. Crew Pinterest page, with subcategories in the same manor as the print catalog.

  

J. Crew uses YouTube to share behind the scenes videos, from photo shoots to office happenings.

  In a previous discussion for this class, I mentioned that their catalog is available digitally in the form of a Pinterest board.  J. Crew, like many companies, under utilizes Google+ as a social media platform.  While they have a presence, it appears that they mostly use it to share YouTube videos (which is done automatically).  J. Crew could really run with the Google+ brand page and increase their SEO in the process. 

Lululemon Athletica

By taking a mission statement of “creating components for people to live long, healthy and fun lives”, Lululemon Athletica uses social media and an IMC marketing strategy to create consistency in their brand.  Outside of community events (free yoga classes, local Lululemon ambassador programs, in store events), their mission statement/slogan is present on every social media site, as well as their signature omega logo.  Content is updated daily, and more so on sites like Instagram and Twitter. 

Lululemon’s token hashtag is #thesweatlife, which encompasses exercise, clean living, and diet.  They also often use generic hashtags (#DIY for recipes and at home projects) and event driven hashtags (#saratakesover for a recent series of photos, tweets and posts from a Lululemon ambassador).  The posts are for the most part the same on each platform, as though they share the same content across the board (the exception being Facebook pages for various locations, promoting local events and inventory.)

I think engaging with followers in a unique way on each platform would help flesh out the brand.  Again, Lululemon under utilizes their Google+ page, with no posted content on the branded page.  With so many other social media sites so well developed, they would greatly benefit from further exploring the brand on Google+.

Anthropologie

Apparel.  Home.  Found.  This is what you will find in store at Anthropologie – and this is the brand that is represented through social media and a well-integrated IMC marketing strategy.  Anthropologie produces a mail catalog, aggressively markets through email blast, and even has an “Anthro Card” which simplifies the check out process both in-store and online (as well as offers exclusive events and discounts).  

This combined with their well thought out presence on social media, created a truly multi media marketing campaign.  The “Apparel.  Home.  Found”  slogan is present on all websites, as is the organic textures, colors, and signature logo.  Content is updated daily on Facebook, if not more frequently on Twitter and Instagram, and goes beyond just what is in store. 

Anthropologie frequently uses Twitter to engage with followers and customers, even if direct conversation was not initiated by the customer.  

Anthropologie uses social media buttons and cross promotion to drive users to each of its unique sites.  Currently promoting a Parisian themed fall palette, Anthropologie is using #paris and #fall on many of their social media postings.  

They also use generic hastags like #ootd (outfit of the day), as well as Anthropologie-specific hastags like #AnthroEvents to promote in store happenings and openings.  

Anthropologie has a strong presence on Google+ (hooray!), and uses sites like Pinterest, Instagram, and YouTube to further the branding outside of clothing.  

Week 6: Email Assignment

Well hello,

As the owner and head buyer of The Pink Petticoat, a boutique featuring the finest lingerie and swim, I don’t think it’s a reach to refer to myself as an expert on all things romance. 

Romance isn’t just lingerie and candles.  It is a feeling; an atmosphere that you create.  

Merchandise at The Pink Petticoat is carefully curated to fit a variety of figures and price points.  My goal is to make every woman feel confident, beautiful, and sexy.  As a certified fit specialist, I aim to place customers into the proper size, style, and fit for their body type.  

In the past 5 years as the owner of Tampa's premiere lingerie boutique, I found many clients need help and guidance outside of their lingerie chest.  Though previously promoted through word of mouth, comprehensive consultations are now frequently sought after.  My consulting services are available to women, couples, boutiques, lingerie departments, and anyone interested in becoming an expert on all things romantic, in order to create the perfect romantic atmosphere.

Some of my services are:

Personal lingerie shopping:

In home design to create the perfect mood:

Planning a romantic adventure:

 

Other options include date night ideas/planning, romantic recipes, and carefully selected lingerie for specific occasion and destinations.  Visit my Pinterest for ideas, examples, and inspiration. 

 

For retail stores and departments, consultations on branding, social media presence, customer relations, in-store events, merchandising, window displays, and decor are offered.  

As a social media specialist, ideas and connections are at my fingertips.  Let me help you connect with your inner romantic.   

I look forward to working together soon.

Best,

Lesley Geyer

The Pink Petticoat

Facebook

Twitter

Tumblr

Instagram

Google+

Week 5: Best of the Blogs

Now that I know the logistics of blogging, I need to figure out what to say (and how to say it).  What kind of blog will accurately represent The Pink Petticoat and speak to her shoppers?  How do I find my voice – professional, but fun, informative, but entertaining?  Here are 5 of my favorite blogs (industry and not) and what they bring to the table:

The Lingerie Journal

The Lingerie Journal is a professional blog, serving as a “reliable source to help make your intimate apparel retail business thrive.”  The LJ (as they call themselves) provides a source to retail lingerie stores for information about industry, events, marketing, collections, news, and more. 

By offering information for retailers outside of brands and events (like most industry blogs due), such as model information, marketing tactics, and even a job board (at a retail and corporate level), The LJ maintains a unique perspective into the wonderful world of lingerie.  Branded as “expert advice or lingerie retailers”, The LJ blog perfectly reflects that expertise in the amount and variety of postings.  It has a feminine look that is reflected on all POP marketing material, as well as in all booths at trade shows and events.  The LJ drives traffic to the blog through a strong presence in person at events and shows, as well as a strong presence on all outlets of social media (leading back to the blog). It’s easily shared fresh content, and the longevity of the subject matter make this blog a success.  In my opinion, nothing is missing on this blog.  Up and coming brands often advertise on this blog for the exposure (Lilipiache, Dear Kate). 

The Suburban Jungle:  Jenny from the Blog

The Suburban Jungle is a recreational (bordering on semi-professional since she solicits advertisers, yet doesn’t seem to have many besides other bloggers) blog.  Jenny (the author) shares funny moments from her life as a working mom, and lifestyle expert.  Her blog is unique because she actually is a lifestyle expert:  “she’s the humor columnist for South Florida Parenting Magazine (a Tribune Publication) and writes for multiple parenting sites. She’s a featured writer on The Huffington Post Parents, Women, and Humor sections, YahooShine, and has a weekly column at The Stir.”  Jenny’s brand is being a fun, educated, and funny mom – who maintains a full and active life outside of being a mom.  All of is reflected on her blog through her voice, images, and language.  Jenny is active on all outlets of social media, driving traffic back to her blog.

She also links to her blog on all of her freelance writing pieces as well.  She also is a frequent contributor on The Today Show, utilizing multi media communication to promote her brand and blog.  I think she could have better search engine optimization.  Outside of being listed as a top “mommy blog”, it is hard to search for her via key words.  This blog is successful, with links to all her social sites, and funny new content posted regularly.  All that is missing to me is a more exciting layout.  It is a little drab.  Some good advertisers might be the Huffington Post, or other magazines or e-zines on which she writes.  Also, perhaps she could find advertising from some mommy groups or websites. 

HomeGoods

Design Happy, the HomeGoods blog, is a professional blog.  Design Happy has a team of bloggers that contribute of various topics.  It serves as a place for customers to find design inspiration, tips, and ideas.  Design Happy is a perfect reflection of the HomeGoods brand.  It mixes eclectic ideas with traditional design schemes, just like the store.  It features items (or similar items) that can currently be found in store.  The layout of the blog is similar to the store as well:  clean, organized, and easy to navigate.  Design Happy is a sub page of the HomeGoods website, so every website visitor is one click away from the blog.  Since HomeGoods does not have online sales (due to the constant change of inventory), their blog is the best way to see the types of things and potential of things in store.  The blog is also heavily pushed on their Facebook page and other social media outlets.  

The new, trendy, and frequently posted content, as well as ease of subscription and sharing makes this blog successful.  Twitter feeds, Facebook posts, and recent pins are featured on the side bar.  Though not an option for this type of discount retailer, the only thing missing from this blog is the ability to click through the featured products and purchase them.  There are no advertisers, with the exception of HomeGoods itself.  Since the goal is to drive business into their own stores, I think it is best to have no outside advertisers. 

The Lingerie Addict

The Lingerie Addict is a professional blog written by Cora Harrington (sometimes referred to as Treacle Tart).  Cora covers all brands and aspects of the lingerie industry, will a goal to be an inclusive and informative blog for women of every shape and size.

Cora’s blog is unique because unlike most industry blogs, her perspective is one of a customer.  She started her blog simply out of a love for lingerie, and now uses it as a platform to discuss brands, and educate women about proper fit, care, styling, and quality of lingerie – really everything every woman should know.

The Lingerie Addict is branded as an expert on all things delicate, maintaining her place as the top lingerie blog in the world, with over one million visitors.  Her variety of articles and subject matter, and her objective voice, confirm and reinforce this brand. High presence on search engines (in the top 5 when searching “lingerie” and “blog”), as well as a strong social media presence (Facebook, Twitter, Pinterest, Tumblr), drives traffic to her blog.  Cora hits every mark of a successful blog, leaving nothing missing to the site visitor.  She sells advertising to some of the top online lingerie retail outlets, including both fashions and accessories. 

HelloGiggles

HelloGiggles is a professional blog founded by three women (one being actress, Zooey Deschanel).  HelloGiggles is a “positive online community for women” and serves as a forum for all things that interest women.

 What makes HelloGiggles unique from other blogs/online communities is that “snark, gossip, and cursing aren't allowed on HelloGiggles.”  Deschanel tells Marie Claire, “I just felt it's important to teach young girls to be strong people, to not think, I can't do this because I'm worried about what people will say. There are worse consequences, but online negativity stops people from being creative, part of which is having bad ideas as well as good ideas. When somebody says, 'That idea's stupid,' you stop your flow of ideas. We can't have the next generation be so afraid because they have been attacked."  This philosophy directly reflects the brand – which is essentially positivity.  Everything on HelloGiggles is positive and upbeat, with articles like “12 Things That Make You So Happy, You Shouldn’t Apologize, Ever”.

 HelloGiggles has high SEO, a strong presence on social media (I particularly love their YouTube Channel), a email newsletter, and constant promotion from its famous founders driving traffic to the blog.

  All of this combined with fun, clever, and up-beat daily postings, HelloGiggles is very successful.  HelloGiggles rotates advertisers, currently featured a young-adult friendly book.  Other potential advertisers for HelloGiggles might be other young women centric products:  skincare, healthy living companies, and TV shows that have a strong female lead present (The Mindy Project comes to mind).

With these 5 blogs as inspiration, I am confident that I can find a voice, and build a presence, for my blog as well.

Week 4: More on Kate Spade - Maintaining the Brand

Visiting Kate Spade's website is like stepping into a girly, preppy dream.  

Bright colors, unique graphics, fun fashions, exclusive videos, insider tips, and shopping await each visitor.  In my last blog, I discussed Kate Spade's presence on all avenues of social media.  The strong presence in social media all drives traffic back to this interactive and user friendly website.  

Kate Spade makes a great use of "pull marketing".  Behind the Curtain, the Kate Spade blog, is updated almost daily with fresh content, images, and fashions.  Fans can see the latest fashions shows from New York Fashion week, get entertaining ideas, and styling tips (which lead back to the online shopping section of the website).  

Visitors can also sign up for newsletters, and are rewarded with 15% off their next purchase for joining.  The sign up area for newsletters is conveniently located next to plug ins for the Kate Spade Facebook, Twitter, Tumblr, Youtube, and Pinterest pages.

Creative Director, Deborah Lloyd gives her favorite picks, styling tips, and also links to her private Pinterest page.  

Kate Spade's "push marketing" is not as strong, but still present.  Free shipping and returns to all 50 states is constantly promoted at every turn on the website.  Kate Spade emails customers regularly to promote sales, new arrivals, and on their birthday.  They do not, however, utilize chat windows or pop ups, which has become a huge trend on retail websites.  The opportunity to "chat with a stylist" would be beneficial to the Kate Spade brand, as well as an chance to up-sell accessories and other items.  

I also wish the blog was mobile friendly.  Currently, only the online shopping portion of the website is mobile friendly.  I am much more likely to read a blog while killing some free time, than to shop online from my cell phone

The last thing that I want to touch on is Kate Spade's mission statement.  As discussed in BrandingYour Website, a mission statement is an important consideration in creating a consistent and confident brand. Kate Spade does a great job of identifying their customer, their expertise, and what a shopping experience at Kate Spade should be - all in a clear, consistent, and concise voice and manner.  

Well done, Kate. 

Week 3: Kate Spade is Killing It

Kate is pretty great.  No really, she is.  

Kate Spade uses every outlet of social media available to her, and excels.  Kate Spade has identified her customer - The Kate Spade Girl, and campaigns not only to her, but about her.

 

CEO of Kate Spade, Craig Leavitt, says to Mashable blogger, Lauren Indvik, "The Kate Spade girl aspires to lead an interesting life — to engage in the arts and literature and travel and adventure. We talk about those things on social media because that's who she is, and she wants to hear about what her peers are doing."  By defining who The Kate Spade Girl is, and identifying their target market, Kate Spade is able to create a brand that is more than clothing and accessories, but a lifestyle.  They are effectively selling the type of girl you want to be - and making it appear tangible through their product lines.

By using social media, specifically Instagram, Twitter, and Pinterest, she further dives into lifestyle branding, while creating a brand people trust like a friend.

Kate Spade uses Instagram to give followes a sneak peek in to happenings at KS HQ, product previews, and to launch viral campaigns.  Over the summer Kate Spade used Instagram to showcase locations around New York with the #wheresthatgirl campaign.  Photos were uploaded with the #wheresthatgirl tag and followers had the opportunity to "track down" the Kate Spade team, where they were rewarded with pop up shops, popsicle trucks, donuts rewards, and more.  Instagram is also used to showcase photos of travel, summer lifestyle, food, beverages, and good times - making all these things a perceived perk or reward to buying the Kate Spade brand.

 

Twitter is another great way that Kate Spade directly interacts with customers.  Team meetings are live tweeted and often time stamped.  Preparation for NYFW is documented so that followers feel as though they are part of the process and VIP.  Kate Spade even updates when she has trouble deciding what color to go with on her mani/pedi.  By tweeting relatable problems, and asking for the opinion of followers, she is engaging with them on a personal, human level.  The Kate Spade team is also very responsive to any tweets directed at them.  They listen to customer feedback and respond in a timely fashion, even if its just a quick "Thanks!" or "Cheers!".  Both good and bad feedback is treated with the same urgency.

I love the way Kate Spade showcases herself as a lifestyle brand on Pinterest.  Board categories go well beyond shoes, purses, and accessories.  There are travel boards, recipe boards, home decor tips, and picks from the creative director.  All the boards tie into the "Live Colorfully" campaign as well (decorate colorfully, travel colorfully, etc).  Pinterest is a great way for Kate Spade to show that there is more to The Kate Spade Girl than Kate Spade clothing and accessories.  The Kate Spade Girl encompasses a lifestyle. 

For more about Kate Spade, check her out on Facebook, Tumblr (great page, love it), YouTube, Foursquare, and Flickr.

She also has a great website and blog.

For more on her social media strategy, visit The Social Lights and Mashable.