Social and Mobile Social Marketing work:
TaskAnalyze clients' current marketing efforts and then plan, manage and execute clients' entry into the social and mobile social media marketplace. Responsibilities included creating the entire marketing scope for the mobile social space. These duties entailed making suggestions, recommendations and the execution of the final decisions.
ObstacleThis client only sells to the Trade but wanted a portion of the marketing to present itself to the end users. Therefore, end user brand recognition in the luxury design and decoration industry was needed accompanied with a trade focus.
StrategyIdentify target audiences, create plan to reach identified audiences with a multi-functional purpose. This called for branding and a trade focused marketing plan for the social and mobile social media space. The plan had to be precise but broad and I took a very design oriented approach. I evaluated all media vehicles (face book, twitter, mobile, fickr, etc) and chose the best fit.
ActionCreated a new avenue for everyone to view the designer fabric line. As face book and twitter alike weren't going to be effective in this case we suggested a blog and a mobile app.
Blog: The blog would engage the industry contacts and give them insight on the latest developments that the fabric industry leader was embarking upon. This also created a forum to express concerns and immediately get feedback from clients and end users.
Mobile App: The mobile iPhone app was the big winner because of the ability to display their inventory easily and quickly. I took the idea from their sample book of fabrics. This older sampling method was expensive, time consuming, cumbersome and was difficult to update. What we created was a virtual sample book; it displayed all fabrics with descriptions and all pertinent information. This made new designs immediately available and communication easy. We then expanded from there to make an iPad version and an interactive showroom room assistant. A mobile marketing plan was created for additional downloads with several mobile networks (SMS, mobile display, game app ads) for future use.
ResultsThe results were outstanding, there were more than expected downloads just from the press releases, website announcements and the Apple store presence. The app was downloaded by industry personnel and end users alike. We also inserted a quick connect feature to request samples and the sample requests doubled in two months. This was very successful and accomplished both goals. This proved that the campaign extended the reach to end users and strengthened the brand within the industry.