How To Challenge a Vampire With a Handbag, a Webcam, and a Bottle of Wine
Last month we re-launched Sondra Roberts New York - a 30 year old boutique women's handbag designer with a passionate following of customers who felt they were in on the best kept secret in women's fashion. This month, we shifted into promotion phase with an aggressive Social Media outreach effort. The results demonstrate once again how a powerful brand combined with smart grassroots promotion can really drive brand awareness.
Idea-ware's Own Social Media Maven to the Rescue! As we mentioned in the last post, George and I would seem an unlikely pair to re-launch a women's handbag brand. But we had a secret of our own - a secret weapon: Janine Nickel. She's the one member of Idea-ware who lacks a Y-chromosome, but she very much possesses the "hangbag gene". Janine is also our resident social media guru and a prominent "mommy blogger" known in that community as "Twofermom". This combination of genetics and personality ideally positioned her to be a powerful social media advocate for Sondra Roberts and our "ace-in-the-hole" for this project.
A Social Media Campaign with a Twist Janine knew she wanted to do something different, something memorable, something that would tap into the powerful "mom blogger" community and build significant awareness for Sondra Roberts.
She outlined a multi-stage strategy that started with establishing the necessary Sondra Roberts Twitter feed and Facebook page. She also mapped out an aggressive blogger outreach program that allowed prominent bloggers to review select Sondra Roberts bags. But the finale was an incredibly unique idea that tied it all together: a live video fashion show of mom bloggers modeling Sondra Roberts bags from her home!
Lights, Camera, Handbags! Janine invited 15 prominent bloggers from the Washington DC area to meet at her home and model a wide selection of bags on camera. During the event, various bags would be given away, the bloggers would be promoting the Sondra Roberts line on their own Facebook and Twitter feeds, and Twitter followers would have a chance to win bags featured during the show. Click here for a slide show of the event.
With nothing more than a laptop, a webcam, a few bottles of wine and a dining room table covered with beautiful bags, Janine turned a social gathering of like-minded bloggers into a powerful weapon of brand evangelism. At the peak of the event some 400+ people were viewing the live video stream of the event, and Twitter updates featuring "#Sondraroberts" reached a rate of almost 2000 posts an hour! That put Sondra Roberts traffic on Twitter just shy of the launch of the new vampire movie New Moon which was opening at midnight that evening! Truly an incredible accomplishment for the Sondra Roberts brand!
Results That Will Payoff this Holiday Season and Beyond In the days that have followed the show, traffic to the Sondraroberts.com website has increased some 65% and, more importantly, the percentage who are new visitors to the site jumped more than 10%! In addition, dozens of bloggers have written favorably about the event, the bags and the Sondra Roberts brand, generating positive impressions with thousands of qualified prospects and generating powerful "backlinks" to the site that will assist in search engine optimization efforts.
In addition to all this, Idea-ware will be unveiling a number of holiday promotions to incent Twitter and Facebook followers to promote the Sondra Roberts brand and stimulate sales. This includes a special promotion for all of you - Idea-ware's fans - for a special discount on a Sondra Roberts bag of your own this holiday. That is...as long as you possess the critical "handbag gene"! Stay tuned...