2. COMPANY BACKGROUND
Established in 2002 in East London
Now one of the leading vintage retailers in the UK and Sweden (Beyond Retro, 2016)
Currently employing a range of digital marketing campaigns including:
• News letters
• Opt-in emails
• SEO Strategy
• Social media marketing
3. COMPANY AUDIENCE AND COMPETITION
• Stores are ideally situated to appeal to target market
• Beyond Retro cater to all ages
• Anyone looking to celebrate individuality
• Compete within the UK and Sweden
• UK main competitors are ASOS and Urban Outfitters
• Local stores such as Dirty Harry or To Be Worn Again
Target market Competition
4. STRATEGY PROPOSAL
• Focused on social media marketing.
• One of Chaffeys 6 online marketing channels
• Beyond Retro already have over 55,000 Facebook follower, 36,000 Instagram followers and 2,600pins on
Pinterest
5. EXISTING SOCIAL MEDIA MARKETING
Separate Facebook and Twitter pages for
UK and Sweden. Both promote what is in
store and information regarding current
vintage fashion trends no with no user
generated content shown.
Beyond Retros Pinterest
account also covers a
broad range of topics
however there is still no
user generated content
shown.
6. PROPOSED SOCIAL MEDIA MARKETING STRATEGY
CAMPAIGN INITIATIVES & JUSTIFICATION
Campaign Initiatives
The proposed strategy consists of utilising social media marketing through two separate initiatives
1. Beyond Retro: How do I Look?
2. Social Media “Treasure Hunt”
Justification
Large number of social media followers
Cost effective to implement
Success can be easily monitored
7. STRATEGY AIMS AND OBJECTIVES
• Aim
• To creatively use social media in order to positively promote Beyond Retros online image
• Objectives
• Promote user generated content and electronic word of mouth through initiative 1(Beyond Retro: How
do I Look?
• Increase brand awareness and customer hype through initiative 2(Social media treasure hunt)
8. INITIATIVE 1 BEYOND RETRO: HOW DO I LOOK?
• Introduce a new social media account on each platform called
Beyond Retro: How do I look?
• Facebook has 250 million active users, Twitter receives over 1
million tweets per hour (Futurebuzz,2009), and pinterest
reached 100 million monthly users (Kastrenakes, 2015)
• Encourage customers to post pictures of them wearing items
purchased from Beyond Retro
• Vouchers to spend in store or online to be supplied to boost
participation.
10. PINTEREST BEYOND RETRO: HOW DO I LOOK? BOARD
• Recently Pinterest achieved more than 10
million unique visitors
• Pinterest visitors compared to other social
media sites convert into sales faster
(Davis,2000)
• Its also drives tons of traffic, even more than
Facebook
11. WHY USE USER GENERATED CONTENT
• user generated content has attracted over 1.61 billion users worldwide and
generated more than $10 billion (www.eMarketer.com, 2013)
• 78% of B2C companies are planning to use user generated content
(CMI,2015)
• An organization or intermediary may not have your best interests in mind
when making purchase recommendations (Evans, 2012)
• People are automatically drawn to a product or service that they know
others have already engaged with and trust (Francis, 2015)
12. WHAT ARE THE INCENTIVES OF UPLOADING CONTENT
There are many incentives for users to post user generated content to the Beyond Retro: How do I Look?
Page, these include:
• Daugherty et al (2008) states its primarily for their own personal incentives.
• To enter the competition in order to win free items of clothing
• To show to their peers on social media what they have purchased
• To ask the opinion of what others think of their outfit
13. INITIATIVE 2 SOCIAL MEDIA “TREASURE HUNT”
• Uses social media as a platform to host a “Treasure Hunt”
• Post clues to a range of social media sites.
• Asks followers to try and follow clues in order to find hidden prize
• Users must comment on and share the link in order to be eligible for prize.
• A new exciting way of using social media marketing to acquire the engagement
and participation of their customers.
14. INITIATIVE 2 CONTINUED.
• Will be as mobile-centric as possible to appeal to the growing number of on-the-go
consumers who prefer to consume information on their smartphones (Samuely,
2015)
• The treasure hunt will be designed to drive online engagement
• The treasure hunt will be promoted within all of their physical stores, their
ecommerce site and all of their social media sites.
• Clues will range from pictures of items of clothing, asking the users to guess what
year it was made. To a video of someone walking down a famous retail street where
you will have to work out the location.
15. WHY ENGAGE WITH CUSTOMERS ON SOCIAL MEDIA
• Contact with customers is strongly linked with customer loyalty (Watson et al,1998)
• Combines characteristics of traditional IMC tools with a highly magnified form of word-of-mouth
(Mangold and Faulds, 2009)
• Allows you to reward fans through the use of discounts or promotions that others wont receive
(Saravanakumar and SuganthaLakshmi, 2012)
• Participatory promotions are particulary effective as they add excitement and an incentive to invite
others Saravanakumar and SuganthaLakshmi, 2012)
16. PAST SUCCESS OF “TREASURE HUNT”
• One of the most successful social media treasure hunts
was conducted by Nissan last year. The “Ride of your Life”
campaign (Nissan, 2015)
• Nissan are a huge multinational company with a vast
marketing budget.
17. POST CAMPAIGN MONITORING
Selected social media platforms: Facebook, Pinterest and Twitter
• Free to use.
• Easy to monitor
1. Facebook can be monitored through the numbers of likes, shares and comments received.
2. Twitter can be monitored through the number of followers, hashtags and shares.
3. Pinterest can be monitored through the number of boards, pins and shares.
• The campaigns success regarding brand awareness can also be monitored through the
increase in the number of sales.
18. ADVANTAGES
• Both allow for the business to communicate directly with a client on a personal level (Ryan & Jones,
2012)
• Effective at targeting new clientele and building a brand (Chadwick & Chaffey, 2012)
• If a friend reviews the business or product on Facebook, it helps nudge a consumer towards making a
purchase (Chen et al, 2014)
• Customers feel good about themselves when they are saving money (Schindler, 1989)
19. RELATED WEAKNESSES
• Heavily relies on customer input
• Separate social media accounts for UK and Sweden may cause confusion
• If outsourced the costs of running a Facebook or Twitter page can excessive (Contentfac.com, 2011).
• Successfully running a social media campaign can be hugely time consuming
20. REFERENCES
• Chaffey, D (2016). Digital marketing channels - Smart Insights. [online] Available at:
http://www.smartinsights.com/reach/attachment/digital-marketing-channels/ [Accessed 16 Feb. 2016].
• Chen, H., Papazafeiropoulou, A., Chen, T., Duan, Y. and Liu, H. (2014). Exploring the commercial value of social networks.
Journal of Ent Info Management, 27(5), pp.576-598.
• Content Marketing Institute. (2016). CMI: Content Marketing Strategy, Research, "How-To" Advice. [online] Available at:
http://contentmarketinginstitute.com [Accessed 10 May 2016].
• Contentfac.com. (2011). How Much Does it Cost to Outsource Social Media Marketing?. [online] Available at:
http://www.contentfac.com/how-much-does-social-media-marketing-cost/ [Accessed 30 Apr. 2016].
• Daugherty, T., Eastin, M. and Bright, L. (2008). Exploring Consumer Motivations for Creating User-Generated Content. Journal
of Interactive Advertising, 8(2), pp.16-25.
• Ellis-Chadwick, F. and Chaffey, D. (2012). Digital marketing. Harlow: Pearson.
• Francis, (2016). How user generated content is changing content marketing. [online] Econsultancy. Available at:
https://econsultancy.com/blog/66739-how-user-generated-content-is-changing-content-marketing/ [Accessed 10 May
2016].
• Futurebuzz (2009) Social Media, Web 2.0 And Internet Stats (n.d.). Retrieved July 25, 2009 from TheFutureBuzz Web site:
http://thefuturebuzz.com/2009/01/12/social-media-web-20- internet-numbers-stats/
21. REFERENCES CONTINUED
• Mangold, W. and Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), pp.357-
365.
• Nissan, (2015). Nissan Altima “Ride of Your Life” social scavenger hunt kicks off today. [online] Nissan Online Newsroom. Available at:
http://nissannews.com/en-US/nissan/usa/channels/us-united-states-nissan/releases/nissan-altima-ride-of-your-life-social-scavenger-
hunt-kicks-off-today [Accessed 10 May 2016].
• Ryan, D & Jones, C (2012). Understanding digital marketing. 2nd ed. Philadelphia, PA: Kogan Page.
• Samuely, (2016). Nissan builds on scavenger hunt strategy with platform-specific clues, video - Mobile Marketer - Social networks.
[online] Mobilemarketer.com. Available at: http://www.mobilemarketer.com/cms/news/social-networks/20422.html [Accessed 10
May 2016].
• Saravanakumar, and SuganthaLakshmi, (2016). Life Science Journal. [online] Lifesciencesite.com. Available at:
http://www.lifesciencesite.com [Accessed 10 May 2016].
• Schindler, R. (1989). The Excitement of Getting a Bargain. Some Hypotheses Concerning the Origins and Effects of Smart-Shopper
Feelings. Marketing Research and Public Opinion Polling, 16(1), pp.447-453.
• Watson, Richard T., Sigmund Akselsen, and Leyland F. Pitt (1998). At- tractors: building mountains in the flat landscape of the world
wide web, California Management Review, 40 (Winter), 36–43.
Editor's Notes
The proposed strategy is a social media marketing strategy consisting of two initiatives Beyond Retro: how do I look and the social media treasure hunt. These initiatives were chosen as beyond retro already have a large number of social media followers, they are cost effective to implement and easily monitored.
The aim of this strategy is to creatively use social media, in order to promote beyond retros online image whilst increasing their sales
The objectives are to promote user generated content and electronic word of mouth through initiative 1 Beyond Retro how do I look
and to also create a hype and increased brand awareness through initiative 2 the social media treasure hunt
Futurebuzz Social Media, Web 2.0 And Internet Stats (n.d.). Retrieved July 25, 2009 from TheFutureBuzz Web site: http://thefuturebuzz.com/2009/01/12/social-media-web-20- internet-numbers-stats/
With the ever growing importance of the hashtag on Twitter it is important to make sure the BR:HowDoILook? Hashtag gets as many tweets and shares as possible in order to promote the competition and to increase the online awareness of Beyond Retros social media marketing campaign
Recently pinterest achieved more than 10 million unique visitors making it one of the fastest growing websites ever. With the number of visits in the last 6 months growing by 4000%.
Compared to other social media sites it converts visitors into customers faster whilst also being more effective at steering traffic back to a website compared to even facebook.
Therefore using a pinterest board to allow customers to post their own images could be of huge significance to Beyond Retros online sales.
There are many incentives for users to post user generated content to the beyond retro how do I look page these include
To enter the competition in order to win free items of clothing
To show their peers on social media what they have purchased
Or to ask the opinion of what other think of their outfit
However daugherty et al state its primarily for their own personal incentives.
The second initiative, the social media treasure hunt will use multiple social media platforms to host a treasure hunt where clues will posted over the course of a week. In order for the followers to stand a chance at winning the prize they must comment on and share the link whilst trying to find the next clue. This is a new and exciting way of using social media marketing to not only acquire the engagement and participation of their customers but to also promote their brand in a unique and quirky way.
Whilst the campaign will be accessible for desktop users, it will be as mobile-centric as possible in order to appeal to the growing number of on-the-go consumers who prefer to consume bite-sized amounts of information on their smartphones (Samuely, 2015).
The main goal of the treasure hunt will be to drive the online engagment of beyond retros customers.
In order for the treasure hunt to be successful it will be promoted within all their physical stores, their ecommerce site and all their social media sites prior to its release.
Clues will vary in form with an example being shown on the slide.
There has been great success with social media treasure hunts in the past. One being conducted by Nissan where customers had to try and find the secret location of a car. As nissan are a huge multinational company with a vast marketing budget it is foolish to think beyond retro will receive anywhere near as much attention as theirs.
However, due to Beyond Retros popularity with young adults on social media and the implementation of the How do I look Campaign this could create a huge buzz around beyond retro on the whole.
As both campaigns use facebook, pinterest and twitter they are free to use and easy to monitor
Facebook can be monitored through the number of likes share and comments related to the campaign
Twitter can be monitored through the number of followers hashtags and shares related to the campaign
Pinterest can be monitored through the number of boards pins and shares. related to the campaign
The campaings success regarding brand awareness can also be monitored through the increase in the number of sales.
Both initiatives allow for the business to communicate with a client on a personal level
They are also effective at targeting new clientele and building a brand
Therefore if a friend reviews your business or product, it nudges a consumer towards making a purchase
Whilst providing customers with the chance to win something allows customers to feel good about themselves as they are saving money
Without the participation of their users and the correct promotion of these initiatives, they will be destined to fail
The separate social media accounts for the UK and Sweden may also cause confusion
Whilst if the running of the social media accounts is outsourced to another company they can be hugely expensive. The maintainance of a facebook page can cost up to £3500 and a twitter account can cost £1400
to successfully run a social media campaign can be hugely time consuming which is why ive opted for the majority of the content to be supplied by the users themselves.
