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Anthropologie: Full Digital Strategy
- 1. ANTHROPOLOGIE: Full Digital Strategy Claire Gazoul ADV 420, Sec. 702
- 2. Big Idea for Anthropologie Anthropologie is an international women’s retail store that offers a mix of clothing, accessories, gifts and home decor. While most are unaware, Anthropologie has a “House & Home Trade Program” which is dedicated to architects, builders, designers and interior decorator professionals. Through this program, they are given access to a broad range of products and styles through Anthropologie at exclusive prices. This helps the designers individual businesses by appealing to different clients needs, tastes, and budgets.
- 3. Anthropologie: House & Home Trade Program Prospective designers of all fields from younger standpoints may not have heard of this opportunity The purpose of this digital strategy is to promote the program through social media sites away from the original Anthropologie websites. Attract a more design-based audience with focus on the design structure of architects, interior designers and decorators. Twitter, Pinterest and Tumblr are the three sites that will focus solely on designers prospects and ideas for their own clients through Anthropologie’s products available to them.
- 4. Target Audience Ages 18 to 45. This range holds an existing professional market as well as up-and-coming designers/decorators looking to gain contacts and experience while accumulating cliental. This wide range of an audience also helps balance the established base of designers with the younger generations, whose use of social media and personal online marketing and branding can connect together.
- 5. Key Performance Indicators Since Twitter, Pinterest and Tumblr all focus around followers, we need to make sure that’s not all we are getting out of the sites. On Pinterest, you not only need followers, but repins and likes for each post; Tumblr thrives off reblogs and likes as well; Twitter uses retweets, hashtags and favoriting to increase social media attention and performance. The overall goal is to increase the followers for each platform, hold their attention and bring them into the information.
- 6. Tools & Tactics Twitter Faster, information-based content rather than just visual stimulation. News such as architectural articles, design/gallery opening locations, new decorating innovations. Use of hashtags (#h&h, #anthroh&h) spreads the word and promotes H&H through trending topics, retweets and favorites.
- 7. Tools & Tactics Pinterest Pinterest contests with promotional discounts, giveaways and trips are all extras that help involve the current follower base as well as promoting the program on a larger scale. Tumblr A more professional and organized setup as compared to Pinterest. Tumblr page dedicated to capturing professionally decorated spaces and buildings. Ways for current architects/designers to recreate these show rooms for their clients by using affordable pieces (from Anthropologie).
- 8. Budget Hiring, training and paying the workers involved with keeping these sites updated, professional and resourceful. An estimated $300/hr with at least 8 hours per day, 7 days a week. With three websites, that averages $51,000 for a week. Cost of running competitions, store merchandise sales and giveaways. Totaling all supervision, upkeep and gifts, a monthly $250,000 minimum.
- 9. Summary This digital strategy of creating an Anthropologie “sister- site” House & Home Trade Program social media campaign. Targets both the old and new industry professionals into the program. Engages both groups into social media sites that tie into their work, along with incentives of personal branding and promotions. All this increases the uniqueness that Anthropologie already holds.