Following the phenomenal development of social media, every company and marketers are embracing online social networks and channels as part of their marketing strategy. Almost every company is having a Twitter account, building its own Facebook page and online based fan community… That starts to raise a question “Where is the differentiation between companies” and “Can you actually measure and compare the success of two companies based on the number of the fans?”
Want to get a say and vote for your favourite T-shirt or fancy designing a T-shirt for the whole community ? Look no further! Threadless is what you are looking for!
Or if you have never heard of this company, click the play button quick to hear what you have missed:
If that is not impressive enough for you, you may also need to know that this company has achieved phenomenal growth with the user base grew tenfold, from 70,000 members at the end of 2004 to more than 700,000 today. Threadless sold more than $30 million in T-shirts last year despite the fact that the company had never advertised, employed no professional designers, used no modeling agency, no fashion photographers, had no sales force, and enjoyed no retail distribution!? (O’Dell, 2011)
How do they do that? Threadless’s key strategy is using social marketing to promote its business and to generate sales!
Carlton Dry is not the first beverage company using social media like Facebook to market its products and communicate with its customers. Today, companies like Heineken or Starbucks have extremely succeeded in building its Facebook page and uploaded its new TV ads, marketing campaigns, new product concepts on its page on a regular basis and generated great attention from its fans.
However, looking back at the early days in 2008, the success of The Carlton Dry Fusion Lemon Facebook campaign was such a brilliant idea utilizing the powerful function as a message spreading tool Facebook.
It is amazing how social media has changed the way we live, how we do business and how companies plan their marketing strategies to approach customers in the past few years. While I found Foursquare quite a new and interesting concept, an untapped resource that could be a big trend in the future, I couldn’t agree more with the potential benefits and amazing effects that Social media channels like LinkedIn, My Space, Facebook or Twitter can bring if marketers, especially event planners, PR people know how to exploit the resources to the fullest. Continue reading