101 Mobility seeks to open KC franchise market
Wilmington, N.C. — National mobility equipment franchisor 101 Mobility is seeking to attract potential franchisees in the Kansas City, Mo., market. 101 Mobility has introduced geo-specific online advertising combined with SEO-rich organic content to reach potential Kansas City franchise candidates.
101 Mobility currently has 29 franchisees operating physical and online stores in 70 territories.
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Five Cool Retail Social Media Offerings
Most retailers now have some sort of social presence, but too often it consists of having an account on popular social media networks and little more. Following are five examples of recent retail social media offerings that leverage social media’s unique ability to engage consumers, improve operations and boost profits.
American Eagle – ‘Rock Your Walk’
American Eagle is running Rock Your Walk,” a series of consumer-created videos showing them wearing American Eagle jeans that will create a “virtual denim runway.” Consumers can upload videos via Instagram or Vine and have them added to the virtual runway displayed online.
In addition, select videos will be displayed on an LED screen in Times Square. “Rock Your Walk” is part of a larger video-based promotional campaign called “Live Your Life” that American Eagle has been running since fall 2012.
Belk – Pinterest Bridal Sweepstakes
Belk teamed up with digital engagement platform ePrize and Pinterest and Instagram marketing analytics provider Curalate to launch a bridal Pinterest campaign called “Pin to Win.” During the promotion consumers visited a sweepstakes microsite where they could "pin" a pre-populated pin board image based on their bridal type or select an image of their own for a chance to win a $5,000 Belk gift card.
Consumers were then directed to the Belk wedding registry site to set up their own registries. Belk also created unique pin boards based on different bridal types to browse for wedding ideas.
The Coffee Bean & Tea Leaf – Location-based Social Marketing
The Coffee Bean & Tea Leaf uses the MomentFeed location-based marketing platform. MomentFeed initially registered all local Facebook pages and Foursquare venues. With this infrastructure in place, the retailer has curated the best customer Instagram photos and shared them to either its corporate Facebook page or the local Facebook page that corresponds to the photo location. The retailer also responds directly to customers via Instagram.
The retailer has seen results including a 136% total increase in local Facebook fans and average monthly increases of 36% in local engagement, 46% in local impressions and 53% in local reach.
Duane Reade – Twitter Engagement Drives Sales
Duane Reade has amassed more than 1.1 million Twitter followers since launching its corporate Twitter account in September 2012. Duane Reade has been successful in using social media to drive engagement as well as sales.
The drugstore chain’s “Show Us Some Leg” social amplification vendor campaign, which bolstered ROI including a 28% lift in legwear sales, included Twitter parties and photos. Duane Reade has also developed an “always on” Twitter Ads strategy that is driven by consumer-generated media and is integrated across channels.
Five Guys Burgers and Fries – Listening to Chatter
Five Guys Burgers and Fries has implemented social intelligence technology from newBrandAnalytics (nBA) to monitor social media chatter to help implement operational changes and improve engagement with customers. Five Guys also leverages the technology to gauge interest in potential new menu items.
For example, when Five Guys was recently considering introducing a smaller size French fry order based on customer requests, the company monitored social media commentary to determine there was widespread demand.
Fruit of the Loom wants to connect on LinkedIn
A new marketing campaign from Fruit of the Loom called “Start Happy,” includes an innovative LinkedIn component that rewards those who start a new job with free underwear.
The LinkeIn component is called, “Fresh Gigs,” and runs through the month of October and builds on the central premise of the campaign which is that underwear has the ability to influence the entire day, thus the “Start Happy,” tag line.
“We know the morning is a powerful thing,” said Scott Greene, SVP of brand management for Fruit of the Loom. “It can set the tone for the entire day. A great-fitting pair of underwear can make you feel like you can do anything. We want America to start with the right pair of underwear, putting on confidence and positivity one leg at a time.”
The campaign is said to celebrate the power of positive underwear and the difference it can make while focusing on Fruit of the Loom’s commitment to excellent fit. The campaign was created and planned by CP+B, advertising agency of record for Fruit of the Loom.
To kick off the campaign, two 30-second television spots will air on national TV shows like Modern Family, The New Girl and The Biggest Loser, as well as high-profile cable. The spots playfully dramatize the importance of great fitting underwear and the role they play in your day and are voiced by actor and comedian Jay Mohr. Featuring ladies’ microfiber panties and men’s boxers, the spots use a stuntwoman on a movie set and a pit crew on a race track, respectively, to illustrate how great-fitting underwear can give you the confidence to make great things happen in your world. Similarly, the out of home, digital and social advertisements include documentary-style lifestyle photography and poignant reminders to start every day happy with Fruit of the Loom.
Click here to view the advertisements.
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