Question

Topic: Social Media

Establishing Lesser Known Brands In The Market

Posted by s.khurana01 on 5/25/2015 at 8:39 AM ET 250 Points
Hey everyone

This is my first question here. I have joined a company which has a lot of international brands under its umbrella. As one of my initial assignments, I need to work out campaigns to establish a couple of lesser known brands in the market using Social Media. The brands have a existing pages on Fb and In. My dilemma is:

1. We don't want to venture into other social media websites as of now and want to establish the brand through the current platforms first

2. Budgets are very limited so cannot do a lot of freebies. Though we are willing to give discounts and vouchers for contests but then nothing huge

3. Rather than just increasing the likes, I am looking at increasing the user engagement per post, which kind of difficult without an adequate incentive and hence need a way out

4. Any interesting and new ideas would be of great help!


Thanks in Advance!

p.s. The brands in discussion are retail fashion brands targeting high street market
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RESPONSES

  • Posted by Jay Hamilton-Roth on 5/25/2015 at 8:52 AM Accepted
    Have you searched if people are already posting about your (lesser) brands, but not to your accounts? If they are, then you simply need to reference other's postings. Can you offer online conversations with your designers to your fans? Can you create a contest (whose prizes don't have to be tangible - access to insider "coming attractions", for example) for fans?
  • Posted by Gary Bloomer on 5/25/2015 at 9:47 AM Member
    Aside from wondering why is this a dilemma, my initial suggestions are to ASK people to comment. To do this, you'll need to create content that asks for opinions. While "likes" are nice to have, they're meaning less and valueless without follow through. What is the purpose of your social media activity? How will this activity enhance the image of your brands? In turn, how do the brands you're showcasing create or stimulate memorable experiences that are worth sharing and talking about?
  • Posted by mgoodman on 5/25/2015 at 10:27 AM Accepted
    What does success look like? How will you (or your management) know if you are "there?"

    This sounds like a make-work project: Not important because there is no budget. Use social media whether it's the right approach or not. Stick to the current platforms without questioning how appropriate they are.

    Sorry to be the one to tell you this has the markings of a fool's errand. The budget is probably a reflection of the importance of the project or the value of success. (Important projects = bigger budgets)
  • Posted by s.khurana01 on 5/26/2015 at 2:55 AM Author
    mgoodman

    I would not call it a make-work project. The organization is a little old school and has never had explored digital media properly. The retail manager, though wants to venture into social media but has his apprehensions, which are well justified, as there is a lack of experience for them in this segment of marketing. This, I guess, explains why less or limited budget. The idea is to run a small budgeted campaign, show the success and convince them to keep a bigger chunk of budget for digital marketing.

    I did run a campaign on social media for a new store launch, which was pretty successful (lots of user engagement on social media) and more than expected performance by the store over the weekend (duration of the social media campaign was just the weekend!)

    We have done our research and do know for sure that social media is the right approach but definitely not to be used without traditional marketing.

    I am also pretty clear that the goal is NOT to increase just the likes but to increase the user engagement.

    I hope this gives a clear picture of the situation.

    My question still hangs there, any interesting and different ideas that can be implemented through social media to increase brand awareness and store footfall ( ad budget is not a problem... Giving a lot of freebies is a little issue)
  • Posted by Gary Bloomer on 5/26/2015 at 1:25 PM Accepted
    You'd do well to define what you mean by the term "user engagement". What you need is to drive revenue through sales.

    If your ad budget isn't an issue, divert some of those funds towards low cost, high value items you can offer as gifts with purchase via social media-based posts to drive traffic to your stores.
  • Posted by Shelley Ryan on 6/8/2015 at 5:25 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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