Week 12: Analytics

 Social media analytics are an important tool for business to carefully shape their integrated marketing campaign.  Analytics provide insight on everything from when to post, what to post, and who to target with each post.  As part of this week’s lesson, I was provided with Facebook and email analytics for ABC Company, a gym in Central Florida, for May 2013.  (Note:  ABC Company is also active on YouTube, Pinterest, and Twitter, which may account for cross promotions and increases in engagement.)

A preliminary evaluation of ABC Company’s Facebook insights tells me that ABC Company is under utilizing Facebook as an engagement tool.  Facebook Insights provides essential data regarding how posts perform based on likes, shares, and visibility.  With 880 likes, and a weekly reach of almost 6,000, ABC Company should be posting more consistently.   The number of people “talking about” ABC Company is down 46%, which means they are not posting content that is providing a call to action, or to click, like, or share.  Posting content that elicits emotion, provides health tips, or sharing success stories of current gym members are some ideas to increase engagement.  For example, ABC Company’s post on National Cancer Survivor’s Day had a virality rate of 4.29%.  While it did not have the highest engagement, it was something that people noted.  This is a great example of eliciting emotion, providing lifestyle tips (cancer prevention and detection), and providing an opportunity to share personal stores.  More stories about overall health and lifestyle would be beneficial to ABC Company.

In order to increase visibility on Facebook, ABC Company should consider Facebook ads, targeted specifically at women 25-44.  This is the bulk of their engaged audience.  ABC Company should also focus on posts with a call to action that specifically asks questions of their followers.  Facebook based contents and giveaways are also a great way to engage followers and encourage interaction on the Facebook page. 

With a 25.4% email open rate (661 out of 2606 emails opened) and a 10.9% (72 clicks out of 661 opened emails), ABC Company should focus on email content and frequency that encourages more opening and click through.   ABC Company should focus on better titling of email subject lines, as well as a definitive call to action within the email.  An offer of a discount, exclusive deal, contest entry, etc, are great examples of reasons to open and follow through with a click. 

I do feel that email marketing is an integral part of a well-planned IMC.  Implementing these changes would make an ROI more easily identified.  ABC Company should also collect more email addresses from all gym members to have a strong email list for giveaways and more.

Because ABC Company is present on other social sites, it is important that they all tie in to the IMC.  Emails and Facebook posts that link to the other sites can increase viewership in general.  More platforms to engage with users are a positive way to connect and see a stronger ROI.  Cross promotion amongst the sites is also key to a fully fleshed out IMC.  I feel that ABC Company is on the right path, but could benefit from a strong social media manager to help focus these efforts to create a stronger, and more successful campaign.  

Zippyz by Little Trendyz: IMC Final

Zippyz by Little Trendyz is Florida incorporated LLC, owned by founder Lisa Youngelson.  Tired of the tedious process of snapping and unsnapping her newborn’s onesie during late night diaper changings, Youngelson came up with the idea of a modified zippered onesie.  Other zippered onesies zip from neck down the leg to the foot, exposing the baby’s bare stomach to the cold air.  Youngelson’s version snaps from neck to stomach, and then zips from stomach to foot, allowing the baby’s chest to stay warm, as well as speeding up the changing time. 

Zippyz by Little Trendyz is marketed towards mothers of newborns, expectant mothers, and women planning on having a child in the future. With an average price point of just under $25, the target demographic is middle class, and above.

Strengths:

1. Zippyz by Little Trendyz is made in America, of organic materials.
2. The brand was recently recognized as one of “Huggies MomInspired” grant recipients.
3. The brand ships directly through it’s ecommerce website. 
4. E! News correspondent, Giuliana Rancic is a fan of the brand, and the product was filmed on her reality television show, Giuliana and Bill. 

Weaknesses:

1.   Zippyz by Little Trendyz does not have strong wholesale distribution, nationally or worldwide.

2.   The brand does not have independent retail locations or flagship stores. 

3.   The brand has a limited presence on social media, and an unclaimed Blogspot at littletrendyz.blogspot.com.

Opportunities:

1. With a unique concept, Zippyz by Little Trendyz has the potential to reach a very large market through wholesale trade shows and buyer’s markets. 

2. The brand can expand its target audience by adding a range of products for toddlers, and young children, as well as seasonal items. 

Threats:

1.    More established brands offering a similar product at a lower cost.

2.    Rising production costs

3.      Competitors with a wider wholesale and ecommerce reach.

Zippyz by Little Trendyz would greatly benefit from a fully Integrated Marketing Strategy.  As a retail entrepreneur, I understand and appreciate the need to set one’s brand apart from the rest.  Utilizing major social media outlets, a unique and personable blog, an well planned email marketing campaign, direct mailers to potential retailers, as well as a strong presence at tradeshows and industry events with well produced samples, line sheets, and look books, Zippyz by Little Trendyz has the potential to be a leading household name in baby clothing and lifestyle items. 

I propose a revamping of all social media sites, to provide consistent branding, imagery and voice, and implement a signature hashtag.  The brand’s blog will be updated daily with fresh content, and feature updates information from brand owner, as well as guest “mommy bloggers”. Tying social media sites and email newsletters back to the brand’s blog and ecommerce site, will keep customers and potential customers one click from connecting (and purchasing) with Zippyz by Little Trendyz at all times.  Sites will be mobile and tablet for moms on the go.  Zippyz by Little Trendyz brand will grow beyond innovative onesies, but as a destination for all things “mommy and me”.