Management of a Southern California based message-driven fashion brand needed a strategy to increase awareness of its name and its socially responsible mission.
It had achieved national distribution through retailers such as Nordstrom, but had not experienced on a national scale the grassroots customer evangelism that had fueled its growth locally. It recognized the need for brand loyalists nationwide to help spread its message of Hope, Grace, Encouragement, Forgiveness, and Love. The critical question became, "How do we build an online community as a platform to turn nationwide customers into brand evangelists?"
eBoost Consulting setup a series of in depth focus groups to accomplish the following 3 objectives:
The focus groups identified an opportunity to create a community built around a culture of giving that encouraged customers to get more involved in product development.
Using Forrester Research’s P.O.S.T. method and social technographic research, we developed an online community and social media marketing strategy through MySpace, Facebook, Twitter, YouTube, Vimeo, Flickr, corporate blog, and, of course, the community site which resides on the company’s main website.
eBoost recommended hiring a dedicated staff to market and foster the community. Once hired, our consultants trained the new staff and set KPIs to measure their effectiveness and the community’s progress.
Leading up to the site launch our consultants worked with the staff on an action plan and continues to do so on a monthly basis.
In its first two weeks of launch, the community had already grown to 515 members through social media marketing initiatives alone. KPIs setup before the site launch including visits, sign-ups, and other engagement metrics continue to hit stretch goals as the brand’s message spreads nationwide.
Conversion Design (or persuasive website architecture design) looks at design tactics that encourage customers to take a desired action or actions. This takes into account customer behavior prior to the design phase and outlines information architecture, plausible user case scenarios and wireframes based on the customers’ needs not the graphic designers creative vision. ... read more »
Fundamentals are the key to being a complete marketing strategist. Everything we do at eBoost Consulting can be traced to how we approach business fundamentals and apply them to individual marketing cases for clients and ourselves. ... read more »
eBoost Consulting offers Digital Marketing Training services designed to give internal teams the digital tools and knowledge they need to succeed.