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August 26, 2008
Social Media is Key Component of Back-to-School Marketing Supply List
More retailers are turning to social media as part of their back-to-school marketing campaigns, according to Jupiter Research. From Facebook to widgets, from virtual worlds to online video, retailers are targeting youth, who may not share the same feelings as their parents about a tough economy.
“The back-to-school season has grown in importance for retailers and leads into the all important fourth quarter sales period,” explained Patti Freeman Evans, Research Director and Online Retail Analyst at JupiterResearch. “With the shaky economy expected to impact the amount of money consumers spend on back-to-school shopping, retailers are using social media to capture the attention of younger consumers.”
Examples of social media back-to-school implementation are JC Penny and Sears. Both retailers used integrated marketing campaigns, using tv ads to drive youth online where they can view tips on getting the same looks seen in the campaigns.
To promote its two new clothing lines, department store J.C.Penney created an online game called "DorkDodge" in which a girl has to navigate through a number of undesirable boyfriends to find her dream date. The retailer also launched an integrated marketing campaign showing teens how they can “get that look” with an array of clothing brands sold at J.C.Penney stores, featuring the theme of “The Breakfast Club.”
According to David Schatsky, President of JupiterResearch, “Retailers experimenting with Web 2.0 experiences will largely find benefit from them in the form of branding and awareness building rather than direct sales as social media has shown little direct impact on actual online retail sales.”
What do you think of using social media in your seasonal campaigns? Let us know in the comments.
Related Reading:
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Posted by Nathania Johnson on August 26, 2008 10:35 AM
Comments
Chat Man August 26, 2008 6:33 PM
A lot of hot air, if you ask me. Even the Jupiter dude you quoted says, "social media has shown little direct impact on actual online retail sales." That's the real headline.
Patti Freeman Evans (why stop at three names when you could have four, five, six?) says, "retailers are using social media to capture the attention of younger consumers." But she offers no evidence that they ARE capturing ANY attention. How many people visited the JC Penney or Sears sites as a result of this TV ads? How many people played JC Penney's game? PROVE this is capturing anyone's attention.
And you can throw up "but we have to experiement" all you want, it still lands on the floor with a loud "splat!" because it's total BS. These are third-tier retailers that probably won't be around in five years. They're grabbing at straws. They're desperate. They'll misappropriate stockholder's money any which way they can to keep the charade going. To hold that misconduct up as some sort of example for the rest of us to follow is disappointing, deceptive, and downright despicable.
Kaylan August 27, 2008 4:21 PM
This is a great reminder that social media does an excellent job at brand recognition and market awareness. Getting your name and products in front of a demographic that wants to spend money is, really, a no-brainer.
I think what some advertisers focus on is that social media doesn't seem to directly translate into sales. But, when you consider long-term sales, there's rarely a better point to bet on than the loyal customers, and a positive 'PR' face goes a long way in keeping current customers active and supportive.
Furthermore, potential customers see a business' active involvement in the community to which it serves and the way it treats it's current client base. This builds core value for the company, as even non-customers have a favorable review of a company they've yet to deal with.
Excellent reminders that help to bring focus to the use of media marketing tools!