Retail Marketing Conference: 6 Ways to Differentiate Your Brand From the Pack
In her opening keynote address at this week's Retail Marketing Conference in Orlando, Fla., Kathy Daly-Jennings, head of industry, retail practice, Google, laid out six ways that retail marketers can engage customers and prospects with integrated campaigns that connect.
1. Don't follow the crowd. Citing social media as a marketing vehicle that allows for innovation, Daly-Jennings praised multichannel retailer Williams-Sonoma for its work in the channel. Williams-Sonoma has created a different social media strategy for each of its brands. west elm's younger demographic is targeted via a robust Facebook page. Williams-Sonoma Home, which has more of an artistic, eclectic following, isn't on Facebook or Twitter, but relies more on its catalog for engagement. Pottery Barn Teen caters to its younger audience with a heavy presence on Facebook, with content geared to teens. Match the right media for the right consumer for the right purpose, Daly-Jennings said.
2. Make new friends. Retail giants Macy's, J.C. Penney and Sears each developed prom microsites targeted to teenage girls this year. Sears’ microsite offered more than dresses for sale: Girls were able to take personality quizzes, get hair and makeup tips, and upload photos of dresses to Facebook and Twitter to get their friends’ opinions, among other things. These retailers tapped into a previously underserved market for them — teenage girls — by engaging with their brands, Daly-Jennings noted.
3. Try new math. Apparel retailer Fossil wanted to generate a direct return on investment from its catalog, while also increasing the incremental value of its other marketing channels. To do so, it offered consistent communications to customers and prospects in all marketing channels. For example, the company's summer catalog mirrored a Mother's Day email in choice of fonts, colors, copy and products. To integrate search into the mix, the catalog's SKU numbers synced up with search offerings on Google.