What can a brand do with social media? FashionUnited contacted Rebecca Hodgson, marketing manager at Lingerie Please, and got some interesting answers.
Lingerie Please is an online retailer of lingerie, featuring many high quality and reputable brands. The vast array of products and the great customer service ensure there’s something for everyone, whether it’s for a special occasion or for everyday wear.
FashionUnited: How would you describe the roll of marketing in your company?
Extremely important, as without marketing we wouldn’t have customers and without customers we wouldn’t have a business!
FU: How would you define your focus, online vs offline?
Our marketing focus is heavily online as it is more effective, trackable and economical. Working on SEO in house, along with PPC and affiliate marketing, the company is becoming larger and more well known in the world of e-commerce. There is currently a small amount of offline marketing, mainly with offline publications in the fashion industry.
FU: Do you use social media to promote your brand? What is your objective?
Social Media is used in the business to promote our brand, and build relationships with customers and to offer exclusive advice and news. The social media pages are constantly growing and becoming more advanced by the day, receiving more followers and viewers.
FU: Which social media platform do you use and why?
The social media platforms we use are Facebook and Twitter, as they are the most commonly used and have the biggest reach. They are also easy for consumers to use. We ensure they get the most information as possible, so hopefully they enjoy viewing our profiles.
FU: What are the costs in % compared to "the traditional media" in terms of time?
FU: What are the costs in % compared to "the traditional media" in terms of money?
FU: Do you outsource the social media activities?
No, we do all marketing in house, as we feel we can build a stronger relationship with our customers.
FU: What impact does the use of social media have on sales?
We have seen the number of sales increase since the start of using social media to promote the company. Occasionally the effect is short term, especially if the demand is for a fashion product. Generally, however, the impact is long term and there is a high rate of repeat custom.
FU: What impact does the use of social media have on visibility of your brand?
Social media helps boost the brand awareness and also enhances the reputation. Using regular updates and posts on lingerie and celebrity news, our followers can hear about latest offers and products. It hopefully shows we are a fun and fast-paced company.
FU: Can you tell us a little more about your latest success story (a milestone)?
We have recently started getting some great reviews in offline publications, such as Perfect Wedding and Bella, which is something we’re really proud of. As a dynamic and developing company, we hope to be in lots more, and are continually working hard to achieve this.