July 22, 2014
Retailer Leverages Springbot for Social Marketing
By Paula Bernier
Executive Editor, TMC
New social marketing platforms from companies like Springbot are making it extremely affordable and efficient for businesses to get the word out on social media and fine-tune their social media marketing efforts.
Retailer Country Club Prep is an example of such a company. The two-year-old purveyor of preppy sportwear and gifts, Country Club Prep spends only about $200 a month for its email, social media marketing, and retargeting ad campaign platform from Atlanta-based Springbot, in which HootSuite is embedded.
Stephen Glasgow, co-founder of the retailer, says Springbot is great because it makes just about everything traceable. That enables businesses like Country Club Prep to see the source of the visitor, understand whether that visitor converted, have visibility into where visitors abandoned their shopping carts, figure out the best time to engage with individual shoppers, and get other metrics.
Facebook (News - Alert) recently started charging for some marketing-related efforts, he added, so Country Club Prep has pulled back a bit on its Facebook efforts and is dedicating more time and energy to doing giveaways and other marketing campaigns on Instagram, Pinterest, and Twitter (News - Alert).
Country Club Prep aggregates preppy goods from both well-established and hot new brands, and has created its own brand. It is building exposure for those brands via social media campaigns with plenty of giveaways and tie ins to popular events such as the Kentucky Derby.
Country Club Prep also recruits ambassadors to promote its efforts. The company currently has 400 ambassadors. Applications for ambassadors are accepted at the Country Club Prep website. Ambassadors are college students from various universities that get rewards such as discounts and free product in exchange for posting photos and videos relating to Country Club Prep on popular social networks, and for handing out Country Club Prep giveaways on campus.
Giveaways are an important method Country Club Prep uses to promote its brand. In addition to the ambassador handouts, Country Club Prep offers free gift cards on Instagram, which encourages people to submit photos of themselves enjoying the company’s products, and allows the retailer to stage best-of photo contests.
In the process, Country Club Prep has amassed about 45,000 Facebook and 19,000 Instagram likes (with Instagram likes growing at a rate of about 1,000 per month), and seen typical conversion rates of 2 to 3 percent – although conversion rates can be up to 50 percent in the first 48 hours following campaigns with a high level of customer engagement.
Edited by Maurice Nagle