In the past few weeks we have learned a lot about different ways that brands have taken control of their marketing. Some brands focus more on social media, while others integrate social media into their other marketing strategies.
MandM’s does a great job keeping up with the seasons and updating all of their websites to reflect the times as well as have marketing with their products in print and in person. Their YouTube page has lots of views, their Instagram has really funny photos for the fall, and their Twitter is fairly up to date. They consistently use the hashtag #mms which has created enough of a following that people have taken it and begun to use it themselves when they have pictures with various products.
Part of the integration method that they are using is combining different contests through various social media channels. For instance, on the left they posted a contest on Twitter that had a picture that linked to Instagram in order to drive traffic to that platform.
The way that this company uses all various forms of marketing between different social media platforms as well as marketing on products, in magazines, and in grocery ads is a well thought out strategy.
The next company I looked at was Martha Stewart. This brand is constantly working in various areas of improvement and updating their various social media platforms consistently. The way Martha Stewart integrates between the magazines she puts out, as well as all of the products she is selling, is a well thought out plan.
Martha Stewart uses various hashtags such as #MarthaStewartCrafts and #MarthasHalloweenHunt. Both of these allow other people to use the content provided as well as insert their own information to answer the riddles and connect back to their own Twitter.
Another platform that they are using incredibly well is YouTube, the way that they connect their TV programming into clips on YouTube.
What Martha Stewart posts in her magazines is also mentioned on the website as well as having the ability to connect to her Apple apps for iPad and iPhones. The brand also allows you to subscribe to emails and receive daily messages on new posts.
The fact that she consistently uses the same themes in her work and stays up to date makes a big difference in her marketing. People know what to expect, they know that if a holiday is coming up there will be new content to look through for ideas on various items.
Lastly, I looked at Petco for the ways that they reach out to customers. While you can sign up for emails, they also send you mail and you can sign up to receive coupons and discounts on items in store and online. Petco reaches out to customers and potential customers in different ways, truly showing how they integrate all of their marketing tactics.
Across all of their social media platforms they do keep consistent imagery and various campaigns. For instance, right now they are focusing on their Star Wars Halloween costume collection as well as timing it for their Halloween “Make a Scene” contest. They use their various social media platforms to cross publicize the contest and let people know what is going on. One thing they don’t do is use consistent hashtags. I was a little shocked about this, it seems as though creating a #Petco hashtag would be a simple enough thing for them to follow, but it is the customers who are using that and not the actually company.
Truthfully all of these companies have taken the time to stay up to date with their campaign strategies as well as making sure that they don’t only focus on social media. Something to constantly remember is that the best marketing is still face to face communication and word of mouth. Which is why even though all of these companies focus on social media they also make sure to have outreach to customers in other ways. Through product placement and sales, emails, social media, and mail.