As a full service marketing agency, it’s kind of hard not to notice the marketing efforts utilized by the businesses around us. It’s great to see campaigns being launched and creativity being stretched. So we thought it would be interesting to make this a regular thing and see what companies are doing to help grow their business and increase their exposure.
Today’s featured business: Express
I received this ad from Express awhile back, and recently decided to check on their website to see how the promotion was going. I was pleasantly surprised to find that Express.com had updated their website to be more user-interactive. I clicked on the “For Him” tab to look at the shirts and found that Express started a rating and comments section for every item on their website. Essentially, visitors can go to the website, and post comments and star rankings to show their approval or disapproval of an item. I was amazed at the number of visitors that had left comments and rated the items. Not only that, but each comment posted shows the number of stars given, it shows a comment user name, their location, age, and how often they shop at Express.
Express not only has created a way for customers to be more active and consistent on the website, but now Express has found a way to track some very important pieces of market research. They can now see which clothing lines are the most popular, what the age group is of their most active shoppers and how often the individual shops. These are valuable for Express marketing purposes. Each comment posted can also be linked to Twitter, Facebook, MySpace, and a few other social networking sites, a fantastic way to share word on the street.
The question is though, what incentive is there for people to post? Well Express is offering a chance to win a $250 Gift Card. By posting a comment, the visitor is entered into the drawing. Express is utilizing a very powerful and effective campaign.
Take Away:
Your website should contain more than just information. Find a way to keep customers coming back. Get your visitors involved. A comments and ranking capability is an excellent way to not only track buyer activity but also to keep your business relevant. Of course if you want to keep people posting and involved, there has to be a nice incentive in place.
