Encore Consignment's Social Media Strategy Pitch
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A social media strategy for America's first consignment store. This was for a Social Media Management course at NYU's Graphic Communications and Technology MA program
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Encore Consignment's Social Media Strategy Pitch
- 1. encore Consignment Social Media Strategy Pitch Presented by: Calon Alpar, Linh Ho, and Francesca Tioleco December 9th, 2013
- 2. • First and Finest • Established in 1954 • Celebrating 60 years in 2014 The Story • Fun fact: First Lady Jackie Kennedy consigned with Encore.
- 3. Current Site
- 8. • 71% of women use social media • Pinterest: 25% are women and 41% make 50K or more • Two-thirds use social sites daily • Facebook: still the most widely used platform • Instagram: gaining popularity Why social?
- 10. • Brand amplification • Promote interaction and engagement • Demonstrate gratitude for ongoing customer loyalty • Ensure quality customer experience • Achieve excellent customer satisfaction • Customer recognition and rewards Goals
- 12. Strategy
- 13. • “First and Finest”- Come behold the treasures in store • Values • The Granddaddy • Vintage • Everlasting, Timeless Persona
- 15. • Flyers at check out counters • Postcards—twice a year • Store decals— promoting social channels Print
- 16. • Contests • Feature items of week/new items • Photos of employees in consigned articles exclusively at Encore • Announcements about news and updates • Celebrity Item • Co-creation • Build personality Instagram
- 17. • Mini fashion blog • Inspiration for fashionistas • Showcase celebrities/socialites with exact match from Encore • Ties in with the blog on the site • Link in Ebay shop of their current items Pinterest
- 18. • • • • • • • Daily postings Content Tell a story Dress the item up Share customer stories Fashion tips Guest bloggers Blog
- 19. • “Like” page and get 5%-10% off next purchase • Photos of new items • Sneak peek of new items • Customers posting pictures— comment and like these • Generate awareness • Build a relationship Facebook
- 20. • • • • • • • • • • Mention new product arrivals “Encore Essentials”—great products at a value price “Encore Treasures”—unique items Postings about fashion industry Asking customers what items they want, what have they bought at Encore Posts about Encore’s history Posts directed about holiday times Posts with links to Instagram pictures Coupons and discounts offered online Offering education and history about products Twitter
- 21. • • • • • Tour of store Customer testimonials “The One That Got Away” “The Greatest Find” Reward those who spend most on a single purchase or total for the month • Mini commercials on YouTube and Vine • Tutorials on YouTube and Vine YouTube and Vine
- 22. • • • • • Get patrons to sign up with e-mail at register Birthday discount sent to customer via email Spend $200 online and receive 15% off next purchase Mail Chimp Holiday specials – Black Friday, Cyber Monday, Valentine’s Day E-Mail Sign Up
- 23. • • • • • • Best Halloween costume wins discount Trivia Contest drawings through e-mail sign ups Scratch offs in store X marks the spot contest Facebook photos of “Best worn from Encore” or “Greatest Find” Contests
- 24. • Promotions posted on social channels • Anniversary milestones • Holidays • Sales events through signage • Social Media Application Launch Events
- 25. • Interns • Analyst • Full-time employees • Social media policy Social Media Team
- 26. Budget
- 27. • • • • • • • The store already takes tally of the customer demographic Hoot Suite for all networks in one place Facebook Insights Google Alerts: latest relevant Google results Klout Crimson Hexagon- Looking into social media conversations Pinterest Analytics- Built-in analytics Metrics
- 28. Questions? Thank you for shopping at Encore!
Notas del editor
- Also need to get store vinyls on windows saying “Find us on ….” We need icons on website! For the below Facebook: Twitter Instagram Youtube
- No one is tapping into international shipping Same content across all platforms Mention the Bis and La Boutique and say that they are not active on social media
- ebay
- From Pew data Instagram becoming more popular, tap into younger demo 71% of women use social Pinterest group 40-50 women 25% 41% 50K+ 23% female for Instagram Facebook, still widely used Two thirds are using social sites daily
- CALON!!!!! MENTION EARNED MEDIA!
- International and US visitors Manhattan residence Fashionistas Clients who appreciate high end quality at discounted price Clients who value vintage items (do you guys have those)
- Serendipity You will never what you will find
- Fun and quirky Enthusiastic Trendy and edgy Playful Friendly
- Upload pic of item of the week (vest, slacks) and hashtag Encore to be entered into the contest. Upload a video of an item you just bought from Encore and how you are wearing it. Hashtag Encore to be entered. Asking fans what kind of items they like most and want Encore to carry Contests: (to mobilize engagement) Feature items of week/new items Photos of employees in consigned articles exclusively at Encore Announcements about news and updates Celebrity Item (Did you know so and so wore this?) Co-creation Build personality
- Utilize this platform as a mini fashion blog Inspiration for fashionistas Showcase celebrities/socialites with exact match from Encore Ties in with the blog on the site Link in Ebay shop of their current items
- Share customer stories aka “My greatest Encore find..” Fashion tips Writers. Myself since I am the only one in the social media team or other employees. Guest bloggers who are willing to talk about their experience **blog mock up
- Key words only Add images Goal: engagement Calon: reason why we are not using promoted tweets or ads on Facebook Tell customers at check out to “like” page and get 5%-10% off next purchase. Photos of new items in store and informing them we are willing to ship across the US and world. **will get photos to add** Offer fans sneak peek of new items before it hits floor Allow fans posting pictures of their own purchases for contest prices. Continue engaging with audience. Comment examples “tres chic!” or “J’ai adore!” if customers add their pics to page. Rapid responses. Generate awareness among customers. Build a relationship while giving them a good experience in and out of store.
- Call out to new product arrivals A campaign called “Encore Essentials”-about great products at a value price, constantly using this to communicate to customers what’s in store Another campaign- “Encore Treasures”- designer items that have come to Encore, unique items! Postings about fashion industry, asking your followers questions Asking customers what items they want, what have they bought at Encore Posts about Encore’s history (Did you know..? type) Posts directed about holiday times, for example: “come find your Halloween character” Posts with links to Instagram pictures Coupons and discounts offered online Offering education and history about products(can use pics with this)
- Tour of store (having monthly updates of new items and changes within store) Customer testimonials (holiday specials, new product launches, customers sharing stories) “The One That Got Away” “The Greatest Find” Reward those who spend most on a single purchase or total for the month Mini commercials on YouTube and Vine Tutorials on YouTube and Vine
- Best Halloween costume wins discount Quiz questions that are posted on all social platforms (different questions at different specified time) Contest drawings through e-mail sign ups Scratch offs in store X marks the spot Facebook photos of “Best worn from Encore” or “Greatest Find”
- Specials that we post on Social Media saying “Come in anytime between 3-5 and entire order is 40% off (that’s an example, can change it up) Anniversary milestones, in store appetizers and refreshments, discounts, and a raffle (we can decide what the years will be, as well as occasion: one example- Encore Independence Day) Posting sales events through signage as well as social media Social Media Application Launch- example: “Yay, we are finally here..We are now on Twitter, come join us as we celebrate our social evolution”
- $5,000 Events Print Contests Staff Analytics
- MEASURE BY HASHTAGS The store already takes tally of the customer demographic. To measure on Social Media: Hoot Suite for all networks in one place, Facebook Insights (already on FB admin’s site), Google Alerts: E-mail updates of the latest relevant Google results (Web, news, etc.) based on your queries. Klout Crimson Hexagon- Looking into social media conversations with listening tools that help you understand how the most engaged consumers think and feel about your brand, why consumers are choosing other brands over yours, and how your ads/marketing are really perceived by your audience. Pinterest Analytics- Pinterest’s built-in analytics gives site owners insights into how people are interacting with pins that originate from their websites