Retailers can use social networks such as Facebook and Twitter to connect with brand fans and even engage prospective customers. Some retailers are bringing their social strategies to the next level by using tools and implementing campaigns that drive traffic to their stores and e-Commerce sites, and eventually, boost sales.
For example, Party Galaxy, a party favor, decoration and costume retailer, used the Twitter marketing tool SocialCentiv to increase traffic generated by social media by 1,520%. Over the course of several months, Party Galaxy also tripled the number of its Twitter followers.
Despite being on Twitter for more than five years, Party Galaxy wanted to ramp up its social presence. Using SocialCentiv in partnership with agency SYN3RGY Creative Group, the retailer was able to improve its strategy and drive consumer action. For one campaign, SYN3RGY ran a coupon incentive on Twitter using SocialCentive, which helped drive traffic to the web site.
“As a third-generation, family-owned business, we’re excited about the momentum SYN3RGY has given to our online marketing efforts and look forward to seeing how the campaign will grow,” said Marty Dillon, Co-Owner of Party Galaxy. Not only was Party Galaxy able to increase brand awareness, the retailer also was able to engage with consumers more effectively online.
SocialCentiv identifies consumers in real time who are tweeting about a product or service. Retailers can then use the tool to deliver personalized incentives and drive buying decisions.
"We set up our keywords and began listening for conversations on Twitter by targeting keyword phrases such as 'birthday party,' 'Halloween costume' and 'need party inspiration,' said Steven Newlon, Founder and Chief Relationship Officer at SYN3RGY Creative Group. "Conversations that mentioned these keywords would appear in real time on the software dashboard and Party Galaxy could choose the conversations that were appropriate to respond to with a 20% off coupon."
After a successful first campaign, Party Galaxy plans to use SocialCentiv for core seasonal events, such as Valentine's Day, according to Newlon. "Through online marketing advice, we will continue to help Party Galaxy drive awareness and engagement via social channels through consistent, relevant content, fan development, an e-newsletter and other proprietary social strategies."
SYN3RGY Creative Group is using SocialCentiv to conduct A/B testing on multiple incentives for the next stage of the Party Galaxy campaign, which will span over several months.
"Through the combined use of A/B testing and marketing research, we have reaffirmed the recommendations regarding broad-based consumer offers, such as 'get 20% off your purchase,' versus those targeted to a niche, themed event, such as 'get 10% off St. Patrick’s Day costumes," Newlon said. "The messaging strategies that work best for our consumers are an offer of a discount of at least 20% or more."
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