Facebook Marketing
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The document discusses and compares the Facebook pages of three retailers - Lord & Taylor, Barneys New York, and Neiman Marcus. It finds that Lord & Taylor has the best designed page with high quality photos, a clear brand image, and engaging content. In contrast, it says the Barneys New York page is cluttered, inconsistent, and lacks professional photos. For Neiman Marcus, it provides details on their target demographic of wealthy women ages 30-60, and describes tactics for their Facebook page like using a landing page to encourage likes and sharing fresh photos.
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Facebook Marketing
- 1. Neiman Marcus Graciela Maldonado, Erick Martinez, and Angela Romero November 7, 2011 Assignment 6
- 2. Lord and Taylor Design High-quality photos Good slogan Clear brand image portrayed Clean & simple Great landing page
- 3. Good Bad Links to quality content High “likes” Positive Comments Engaging Events Competitor, spam- like posts Irrelevant fashions Confuses followers
- 4. Barneys New York Design Cluttered Inconsistent theme Poor use of logo No landing page No incentive to “Like” Photos lack professionalism No clear merchandise assortment
- 6. Neiman Marcus’ Target Audience Demographics Woman Ages 30-60+ Top 5% of income bracket Psychographics Well-traveled Sophisticated Engaged in conspicuous consumption
- 7. Facebook Page Name Photos Photo albums Design Cool profile pictures Landing pages Wall posts URL: http://www.facebook.com/pages/Neiman- Marcus-SF/298611480166343?sk=app_190322544333196
- 8. Tactics and Strategy Tactics Landing page • As non-fan: Pushes the “Like” • As a fan: Pushes the sale Add fresh photos Strategy Engage with customers
Editor's Notes
- The keywords used to search were: luxury fashion, high end retailers, high end clothing retailers, upscale clothes retailers, high end consumer merchandise and high end department store. Lord & Taylor , http://www.facebook.com/lordandtaylorWhen a first time visitor lands on Lord & Taylor’s page, he will immediately focus on the 2 images provided. It’s all very clean and simple, which adds to the brand’s sophistication. There is no cheap gimmicks, but instead the clever phrase “Oh My Lord & Taylor! You Have To Like This Page!” As the brand is high-end fashion clothing, there is no need to offer upfront discount incentives as the target audience is in an income bracket high enough not to care. Secondly, the photographs are models provide immediate visual clue of what type of brand L&T are. The photo on the right is grey, with the leopard purse and red clutch standing out. The buildings in the background give a sense of New York architecture (which is in fact where the company’s flagship store is located), and with it the connotation of high fashion, as it is clearly known that New York City serves as one of the fashion capitals of the world. The photo on the right also makes use of neutral background color, with the same model displaying a full L&T ensemble. The signature on the top right further reminds the visitor of the brand. The overall design ties in to the L&T’s brand image through the use of color, selected merchandise, professionalism and simplicity. There is nothing else displayed but the two images. It isn’t till the visitor “Likes” the page that the rest of the content unfolds.The owner of the page is an impartial representative of the company. The owner keeps a leveled tone when addressing its audience. Unfortunately, there is no real distinct voice that comes across in any of the posts. The audience is focused on the female clientele (although it offers a male line as well). The target audience is within the 25-35 range, Anglo-Saxon, upper middle class with higher disposable income. These women have to be regular online shoppers, as there are frequent offers or tie-ins to the online store. The purpose of the page is to inform followers of new products, sales, or upcoming events (in the New York area). There is also a weekly dress giveaway. Occasionally there are posts of relevant articles pertaining to the fashion industry, whether it be about designers, news, events, etc.
- d. Lord and Taylor use an effective landing page tactic. As stated before, the photographs are professional and eye-catching, the products are displayed subtlety, good use of color and tone. There is no clutter, and the wall posts are not visible until the visitor “likes” the page.The photos that the user can flip through are all of high quality and show a consistent brand theme. The models are beautiful as well the merchandise advertised. And never does the company forget to add in the signature logo in the photos. There is also a collection of high-quality videos that feature fashion experts (such as fashion editor Suze Schwartz) discussing various topics related to the brand, i.e. perfumes, dresses, jewelry. The videos vary in length, but are never over 3 minutes, which makes for easy viewing on the part of the visitor.There are events tab as well, but unfortunately it is not being utilized as effectively as the other tabs. It was blank and feature no new events at the moment. L&T could certainly be more effective in creating more events to encourage continuing interest and involvement with the brand.Overall, L&T employs a few strategies and tactics that help to promote the brand image and provide further content for the fan to go through. However, apart from the photos and videos, the company could certainly do more in terms of applications for fans. The advertising isn’t too effective and the posts promoting sales and events are dull and lack excitement. The lack of voice for the company also creates a distanced relationship amongst its followers.e. Wall posts are more frequent on the part of followers then the company itself. There certainly needs to be a restrain on what the user’s post to the wall. While the fans’ posts are relevant to the industry, they tend to promote their own brands or profiles instead furthering the company’s page. While some fan posts are genuine, there is also in an imbalance between the company and its followers. f. (posts above)g. Critique the Wall posts as a fan (e.g. consumer if appropriate) and as a marketer. Use the strategies and tactics reviewed in class to help critique. As a fan, the posts by L&T are good, there are frequent posts regarding their best products with high quality photos. The posts on sales inform those followers who may not already know of such sales if not a frequent visitor to the company page or aren’t on the mailing list. The events are good events (see Uma Thurman post), and would incite followers to come and visit. On the other hand, the lack of response and communication on the part of the owner of the page makes for a one-way relationship. There are occasional responses to a follower’s questions, but that’s as far as L&T goes. Although the content is varied and overall good, the lack of enthusiasm and engagement from the owner makes for dry posts.As a marketer, the company does a good job of tying in sales, new products, and industry news with quality photos and content. The event with Uma Thurman is worthwhile to check out. The description – “Discover AngeouDémon Le Secret Elixir, the new fragrance by Givenchy, and have the opportunity to meet Uma Thurman! Autographed bottles will be available with the purchase of any Givenchy Le Secret fragrance. Wednesday, November 9th, 5:30PM at L&T Fifth Avenue” –provides all the necessary information of the event and does a good job of tying in the product for sale. However, the lack of restraint on who posts is a problem to the company’s image and credibility. The posts by “chicandcurvy.com” and “Outfit 31” are clearly spam as they detract followers away from L&T’s merchandise as well as distort the brand’s image and audience. L&T certainly does not have “chic & curvy” women in its target audience, nor do the followers wish to be associated with such a demographic. Secondly, L&T could do a better job at creating a relationship with its followers. This is as simple as hiring an owner that fits the brand’s image and level of sophistication. The content is good, all that’s left is for the same level of quality conversation.
- a. (see slide 1)b. Barneys New York , http://www.facebook.com/BarneysNYThe background image is not present, and there is no incentive to “like” the page. The brand name is clear as seen in the profile image, but the image of the high heel can be misleading; Barneys New York is a major clothing retailer, and it would be more appropriate to show two models (male and female) wearing various fashionable clothing and accessories.When a visitor first lands on the page, there are many photos displayed. There are pictures of shoes, what appears to be celebrities at a social and an awkward angle of a women’s heels. There is a mix of pictures, however there is a lack of consistency in pattern and theme for the brand. Apart from the profile image, the rest of the photos aren’t high quality, something to be expected of any high-end clothing retailer.The overall design is lacking in portraying the brand image, and the absence of an incentive to “like” the page shows carelessness and an obvious oversight to draw in the target and their many friends. Furthermore, there is no use of color (except the blank white space), and the logo does not stand out in any way from the rest of the text. This is a poor example of a fan page for such a large, well-known retailer. The lack of professionalism, brand image, theme, and originality fails to separate Barneys from other high end clothing and merchandise retailers. c. The owner of the page appears as a friendly, enthusiastic company employee. The owner is well-versed in the industry lingo as well as relevant fashion content.The audience is again for the female shoppers. These women fit similar demographics as Lord & Taylors with the exception that they are younger and sleeker in their sought merchandise. Aged 22-30, higher disposable income (but not necessarily working professionals) urbanites in fashion-conscious cities (such as New York, Chicago, San Francisco), and more ethnically diverse (white, black, Hispanic, etc.)The purpose of the page is to basically sell and inform followers of their products and sales. If there is a tie-in article to a designer, it is only because that designer’s products are featured at the moment.
- d. The tactic most heavily employed by Barneys New York is advertising. Every post, or at the minimal every other post, is featuring a pair of heels, a purse, bracelet, etc. Its effective in the sense that the followers have a new product featured each day, and the photos provided are high quality and carry the same aesthetic (product against clean white background). Its ineffective in thatit’s an overkill in terms of advertising.The photos in the various albums are professional and frequently carry the brand name, but there are sometimes duplicates of the same photos. The last 5 photos that a visitor sees don’t really tie in to the company image, although they easily could if they were more professional and selective in the ones that appeared right away on the landing page.The company does effectively employ surveys and questions that incite involvement from its followers. The simple survey with 5 options “What is the latest addition to your fall wish list???” garnered over 380 posts. Their “Discussion” app has multiple topics that vary and have heavy user engagement. Their “Shop” app is appropriate as well, and has a wider selection of merchandise than does their wall (cremes/lotions to jewelry, not just the high heels). The “Store Locator” app is a great help for any first time visitors to the page and aren’t as aware as other followers, it provides immediate information of where a brick and mortar would be.Overall, Barneys is effective in its use of different strategies and tactics. They all play off one another and promote the company’s image and create greater brand awareness. There are some improvements to be made, largely in extending the content beyond just heavy advertising. More appropriate would to post on relevant articles on the industry or designers, and to post more professional photos on the landing page. The lack of a clean, uncluttered landing page is huge problem, and the absence of a slogan or incentive to “Like” the page further inhibits the company from spreading awareness to other Facebook users. e. Barneys does a good job of keeping up with their posts. The posts are frequent and regular, with an average interval of 3-6 hours between each one. There is never a day between posts.f. (posts above)g.As a fan, the frequent posts keep followers engaged and interested in the newest hot and fashionable merchandise. The surveys are a great way for fan input. The photo albums of events put a face to designers and the type of celebrity endorsers of the company brand (Mary Kate & Ashley). The photographs are simple and the descriptions enhance the product’s attractiveness to the reader, but at the same time the consistent white background is boring; there should definitely be more of a play of colors. The owner of the page is engaging, and always posts short but enthusiastic remarks of whatever content she posts, i.e. Where would you wear this stunner by Givenchy? Do tell! The posts are always entertaining and funny. Overall a good voice for the company.As a marketer, the page certainly employs a heavy advertising strategy, and for the most part it seems to work just fine. Most posts have more than 30 comments and 100 “likes”. The shares are lower, usually less than 10, but the fact that the posts are shared is good for the company as well. The polls are a great way to engage the fans too. The polls also tie in the products seamlessly, prompting users to not only vote but to see the merchandise that they are in favor for, inciting a call to action. Barneys does a fine job of establishing a friendly, personable relationship with its fans, but there is never any “Thank you” or appreciation on the part of the company. The content is posted and that is all. But the content is posted frequently so the user knows that the page is up-to-date. The biggest improvement that could be made would certainly have to be the landing page. There is no difference in the landing page for a first time visitor and for someone who “likes” the page. All of Barneys competitors have effective and attractive landing pages that employ various calls to action to get the first time user to become a fan. Barneys could do better by simply creating one, thus driving more traffic and fans to their page.
- Neiman Marcus is a premiere luxury retailer that sales exclusive clothing brands, such as Gucci and Dior. Also, the company has diversified into other businesses, such as jewelry, beauty products, and food delivery. The demographic profile for the target audience is mostly women in their mid 30 to 60+. However, they target to men as well. The household income of the customer is in the top 5 percent of earners. People in this target audience are relatively well educated having advanced degrees, such as MBA or PHDs. They work as entrepreneurs, senior managers and successful professional or belong to “old money families”. Furthermore, Neiman attracts another type of customers, such as fashionistas and Hollywood stars, such as Britney Spears, Rachel Zoe, and Reese Witherspoon. As far as psychographics go, the consumer is well-traveled, sophisticated, dine at exclusive eateries, and belong to social clubs. Lastly, they value conspicuous consumption, quality clothing, luxury, and being in style.
- Name: We selected the name; Neiman Marcus SF because we wanted to reference the business and the city in which we are located. We didn’tchange the “Neiman Marcus” because we wanted to capitalize on their renowned name. Url: http://www.facebook.com/pages/Neiman-Marcus-SF/298611480166343?sk=app_190322544333196Design and Photos:For the profile picture we selected an iconic Neiman Marcus image of a women as a pop up book with a skirt made out fashion images. We have created 4 albums photo albums: fall must haves, thanks giving dinner, must have shoes for fall, and never to young to shop at Neiman Marcus. The rationale foreach album is to promote our top fall picks, which are going to be in high demand throughout the season. Also, we wanted to create an aura of exclusivity by promoting looks that are straight from the runways. Furthermore, we wanted to increase traffic to the Neiman’s website and to engage the consumer by asking “Hey friends, which is your favorite shoe for the fall season??” and providing a link to Neiman Marcus’ website “Check out more styles at http://www.neimanmarcus.com/” in the album description section.Specially, we wanted to promote our new business of selling high end foods. With thanks giving coming up , we are promoting our traditional holiday dinner food delivery service. We think is a good idea to promote the thanks giving dinner because, not allot of people know about our food delivery service and it could create a buzz and increase traffic of our main page. Ideally, we would want to add events, for example Zara has a “Z day”, which is the day in which the new collections arrive. Zara has marketed that day successfully and it is one of their busiest days. We would like to create an event for the day where all of our new collection come in straight from the runway. This event would create a buzz within the “innovator” target market, which are the people who need to have the new and latest fashions at all times. Another kinds of event that I would like to promote with Facebook is charitable events, as the article “Neiman Marcus Social responsibility and ethics” mentions, Neiman in highly involved in charitable donations. I think that wealthier women really enjoy socializing with other people and attending to charitable gala events . Also, I would like to put videos of runway shows as a sales strategy. However, I would like to put “how to” videos, such as a video explaining how to pull a look or how to accessorize with Neiman Marcus’s merchandise as a way to engage with the consumer. http://fantadosso.blogspot.com/2009/09/neiman-marcus-social-responsability-and.html
- One of the tactics that we used for our Neiman Marcus Facebook page was to have a landing page for non-fans and also a landing page for those who “like” our page (fans). We thought that it was very important to have a landing page for non-fans because we wouldn’t want the first thing for them to see to be our wall. The reason for this is that our current fans are allowed to post comments on our wall and if someone were to post something that might be inappropriate or damaging to our brand, then we wouldn’t want that to be the first impression our new page visitors get from us. By having a landing page we have more control over our first impression and then with our second landing page––after they click “like”––we can try and push a sale with an eye catching image. After that our new fans are free to look through our page and hopefully find more things that interest them.Another tactic that we used was to have fresh photos. We believe that people enjoy looking through photos and commenting on them, so by having fresh photos we give them something new to look at and comment on. For instance, right now we are focusing on our Fall season, so we need to update our images to reflect that and not be stuck with images that are related to summer. With images we also want to give examples of what we offer. With images we give a passive sale pitch that is enjoyable for our fans and hopefully future customers.The strategy that we used is to engage with our customers. We want them to feel that we care about their opinions and want to communicate with them. We post questions and they can reply with comments. This even benefits us because we can learn from their opinions and make improvements based on what they tell us. We will be replying to their comments as well and commenting on posts that they put on our wall. Customers like it when they are being heard and taken into account.