Kmart & JC Penney

If you haven’t seen this Kmart commercial, you need to watch it! Kmart uses humor and holiday spirt to show off Joe Boxer brand of men’s underwear. This commercial has gotten a lot of attention not only from consumers, but other retail competitors as well. JC Penney decided to respond via Twitter to this viral video by tweeting this.

@Kmart We noticed you could use some pants. So here’s a 15% off coupon. Merry Christmas. ” 

Kmart and JC Penney had quite a few lighthearted exchanges on Twitter after the initial tweet was posted. This shows that competitors can actually feed off the publicity that one brand is receiving. It is also nice to see that competitors can share a friendly exchange while giving each other a hard time on social media sites.

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Birchbox

After I wrote my last post about Sweetgreen, I became increasingly interested in its concept as well as the way it does business. While doing more research I came across an article about businesses that are better than the rest when it comes to content marketing. Sweetgreen was listed as well as another company called Birchbox. How it works is for $10 a month, Birchbox will send you a customized box of sample sized beauty products. 

Birchbox designed its content marketing strategy around the millennial generations’ “fear of missing out” mentality. It is very active on social media sites such as Instagram, Twitter and Facebook where they post photos, videos, and articles. It highlights the previous month’s box showing how to use products as well as how other customers are reacting to these products. 

It is a smart idea for beauty brands to get on the Birchbox bandwagon and provide their products to these trend setting customers. If a sample of their product is included in a box, a customer may decide that they really like the product and then can buy a full size directly from Birchbox’s website. The service that Birchbox provides allows customers to not have to worry about sorting through the hundreds of thousands of beauty products available on the market, the new trends are delivered directly to their door. “The message is simple: If you aren’t getting Birchbox, you are definitely missing out — the perfect push to drive customers to whip out credit cards and subscribe”. 

If you want additional information about Birchbox, I found this video particularly informative. http://mashable.com/2012/01/31/birchbox-video/

You can also visit their website if you want to subscribe! http://www.birchbox.com 

Sweetgreen

Sweetgreen is a company that was started by students from Georgetown University. They saw a growing need for a place that served healthy and local foods in the D.C. area. They began to sell salads with local ingredients from farmers markets. The Sweetgreen brand quickly became one that connected “passion and purpose”, which made social media the perfect way to market the brand and message.

What sets them apart as a company is that they listen to customers well through social media and this allows them to be able to better tailor content on Instagram and Twitter sites. They believe that these are the most powerful platforms for their brand because of how well their product lends itself to being photographed. Sweetgreen also wants to focus on using social media as a tool for long term brand loyalty. The goal is to make a personal connection with customer and maintain it for life.

Something that I found particularly interesting is that Sweetgreen’s social media is tailored based on seasonal trends, just like those on the menu at the restaurant.

Sweetgreen does a great job at appealing to their niche market through social media. They are creating a lifestyle brand that people want to be a part of because of their values or even simply because it is trendy. In order for Sweetgreen to maintain their customer base, they need to convince customers that this is not a short term trend, but something that is going to continue to grow and be successful.

News Through Social Media

Because of the increase of smart phones over the last decade, people have started to receive news in so many different ways. We are no longer tied down to the traditional media through newspapers, magazines, and television. At any moment you can Google search just about anything that you want to know from wherever you are. With social media being one of the dominant forces in our lives today, I thought it would be interesting to do a little research about how people are getting news through social media.

Even though Americans are connected to many different social media sites, only 26% of them get their news from more than one according to a Pew Research Center study. The majority of Americans get their news from only one site, with the leader being Facebook. Surprisingly, the platform that came in second was YouTube, with 10% of Americans clicking on news links through their site. Facebook and Twitter are both good networks for news. Half of their users (47% and 52%, respectively) consume news while using those networks, according to the study.

I personally enjoy watching the news in the morning or picking up the daily newspaper, but I am a rare breed among people my age. I think the reason for this is that that is what I grew up with. I appreciate the time I have to slow down a bit from the hectic world in the morning. Although, this is not to say that I don’t receive news from social media sites also. I follow many different companies and news stations on Twitter, so I get many new updates directly from there as well. What marketers need to realize is that people are consuming news differently these days. I believe the quickest way to share information now is through social media or the internet, while 10 years ago people wouldn’t have hesitated to say television. News stations need to tailor their news for each of the platforms that they send out their media through. Breaking news that is urgent should appear online and pieces that are more informational are better suited for print or television.

Below is the link to the study that has all of the details of the role of social media and news.

http://www.journalism.org/2013/11/14/news-use-across-social-media-platforms/