Online Marketing: Pushing the Online Envelope
Nordstrom has smartly leveraged the social joy that Pinterest brings its customers by referencing its "most-pinned" products with "P" tags in select test stores. In a WWD.com interview, Colin Johnson, Nordstrom spokesperson, spoke about the importance of capitalizing on geolocating inventory levels. "We have a completely integrated inventory platform between online and in the stores. This is another extension of how we can utilize that platform. On a store-by-store basis, we can figure out what product is most relevant for a store within the most pinned product."
I like to think of this as reexperiencing or repurposing a social benefit that their fashion savvy, trend-conscious customers might truly care about.
Quirky ice cream company, Ben & Jerry's, recently launched a "City Churned" multiplatform campaign to help crowdsource its next flavor profiles. Ben & Jerry's is encouraging brand fans to go online and make city-inspired ingredient decisions. Lots of playfulness and engagement opportunities are provided as you explore voting microsites and suggest names on Twitter. Perfectly on-brand and one better than traditional crowdsourcing techniques!
One better! How might these examples from across several industries inspire you to strengthen your online marketing efforts? Why not take a couple of hours and play with those two Scrabble tiles and see how you and your team might just REcommit yourselves to making your brand one better in all sorts of ways that truly matter to your customers!
Andrea Syverson is author of "ThinkAbout: 77 Creative Prompts for Innovators" and "BRANDABOUT: A Seriously Playful Approach for Passionate Brand-Builders and Merchants," and president of Black Forest, Co.-based strategic consulting company IER Partners. Reach her at firstname.lastname@example.org.
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at email@example.com.