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Successfully Integrating New Media into a Retail Marketing Campaign

Guest post by: Nicole Larrauri

Article Overview: Convergence Marketing Case Study: Successfully Integrating Social Media into a Retail Marketing Campaign. Blogs, Facebook, Myspace, Social Networking … are all terms we hear every day, and all are things that need to be integrated into overall marketing strategy. There are several key components that make these Web 2.0 tactics successful.

Successfully Integrating New Media into a Retail Marketing Campaign

Blogs, Facebook, Myspace, Social Networking … are all terms we hear every day, and all are things that need to be integrated into overall retail marketing strategy. There are several key components that make these Web 2.0 tactics successful.

Today many marketers are blogging, but quite often these blogs are not effective. Many marketers rush to place ads on social networking sites like Facebook or MySpace without adjusting ad creative to the user group or making the campaign social or relevant to the target audience. Green Acres Mall, property of Vornado Realty, is one EGC client who is successfully integrating social networking tactics to build conversations with the target audience, but more importantly, to drive traffic and build sales. This was best illustrated in Green Acres’ recent Back to School campaign. EGC implemented a brand ambassador program titled “MallStars,” in which teens and tweens from the local community were recruited, and shown shopping and enjoying their Green Acres Back to School experience. All Mallstars were asked to blog about themselves, their favorite shopping experience, and other relevant topics. They were also asked to send out e-postcards, hand out postcards to friends and family, and spread the word within their schools and circle of friends. The social networking community was invited to go online and vote for their favorite MallStar. MallStars were also featured in Green Acres’ Back to School ad campaign which included targeted inserts, radio and online marketing. The results showed the success of convergence marketing: The Mall Stars/Back-to-School program generated over 8,200 votes and 10,121 unique visitors to the MallStar blog. The YTD Back-to-School sales showed an increase of approximately 9%, and MallStars are being used to promote follow-up campaigns and continue to blog about Green Acres, becoming true ongoing brand ambassadors.“I think this is a fabulous way to reach a completely new customer base than we’ve had. As time moves forward, our audience is much more active on social networks. As they become more tech-savvy, we’re going to have to grow with them.” noted Dawn Hamilton, Marketing Director of Green Acres Mall. Since retail marketing is all about the sales results achieved, it's important that social networking initiatives complete the circle. Here, by recruiting brand ambsaasodors that are encouraged to pass on e-mails and coupons, the effort was measured.

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