By Alicia Fiorletta, Senior Editor
Yes, you read that correctly. The retail world and the entertainment world are two different things, no doubt. But Jennifer Lopez has always had a way of cross-promoting her ventures in an authentic, “girl power” way. Remember when she had the No. 1 album and the No. 1 movie in the country at the same time? She used her single in the movie. Talk about multitasking!
Well, the diva is at it again. She’s promoting her new film, The Boy Next Door, AND her Kohl’s clothing line in tandem by wearing some of her garments in the film and sharing snap shots via social media. Here’s a recent example:
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As you can see, Kohl’s capitalized on the social media opportunity and re-tweeted it to its own feed. Underneath the photo, hundreds of fans and followers commented on how much they loved the jeans, and her entire line.
Now that you have the background, here are a few things brands and retailers can learn from Ms. Lopez:
- Find marketing inspiration from multiple outlets: The Internet is filled with an endless amount of content. Whether it’s ratings, reviews, images or other forms of feedback, brands can tap into this feedback to see what’s trending with consumers.
- Incorporate third-party content when it makes sense: Take cues from J. Lo by publishing images of bloggers, celebrities or even every-day consumers wearing your items! In fact, you can roll out a fun contest where you encourage fans to publish images of themselves wearing their favorite outfit, and the best ones win a prize! So not only do you get valuable content, you also boost engagement among your followers.
- Always include a call-to-action: In the above case, Lopez tagged Kohl’s and include a short link to the product page. This is the most obvious way to connect the marketing dots. You also can take a similar approach on your blog or even in an email campaign. I personally enjoy “What’s Trending” themed emails, where brands incorporate a series of images of different people wearing the same item. This is a fun way to show different ways to style products.
Are there any other marketing tips we can learn from this diva? Share your thoughts in the comments section below!
