The Quest for a Thick White Dress Shirt and how Digital Marketing Helped
I could be classed as a really really practical shopper. I rarely buy anything on impulse and I prioritize what I need from most to least. In addition to this I shop around A LOT over a long time for the best deal. If anyone knows where I can get a thick (non see through), white dress shirt in large or Xlarge slim fit with a 17 to 17.5 neck let me know; I’ve been looking for one for about two months now. Yah, I’m shaped like the letter V and Ironically I have two of those in my last name (Vander Velde).
Getting to the right people at the right time takes a well starched and pressed strategy that has measurable/visible results. Is it going to work? How do I know it worked? Did I properly invest my marketing money or did I throw it away? What worked best?
Let me give you a fictitious example. Thick’n’White Designer Dress Shirt Company’s president wants to know how I found out about them or if they even got through to me; are they nurturing me along my painful, lengthy processes. When I hit the need spike hard (I have a function to go to and now I really need that white shirt), will I go to Thick’n’White?
If I was nurtured and I knew the price was OK, absolutely.
They have what I want with a price I can live with and they are close to home and they have stock in my size. Awesome! 30 minutes later I have my shirt and it looks good.
Starts with the Google Search
How did they do it? Well, I Googled and got to their website. I clicked on my size and up popped my price and availability. Over the next few days I was saw some posts in my Facebook feed telling me about a special offer they had and they still had my size in stock.
I also received a blog post from them telling me about how to tell a good dress shirt apart from a crappy one. Following this I received an actual easygoing video from the president telling me how experienced they were with fitting people with white shirts and how they would love to have me in again for another visit.
A few days later I received a message about their Super Stellar Seasonal Shirt sale. I was almost convinced and I certainly knew who they were.
Get in your Prospects Head
The point is Thick’n’White got in my head. Radio calls this an ear worm for their use of the sound waves. I am not sure what it’s called in digital online marketing, but I call it Visitall Marketing (I was approached Visually and Digitally and that got me back for the final Visit; crafty hey? It was multi-touch not multi-push or pull; not aggressive, but informative.
The great thing this story tells us about online digital marketing is that it can be tracked. Thick’n’White new where I hung out on Social Media Street and they made the effort to keep and eye on me in the crowd and make sure to extend a friendly hello. The neat thing is that they knew what to do, when to do it, where to do it and how to do it.
Do you know your marketing path?
That is what Footpath does for our clients. We help you set up and manage a digital marketing campaign that targets and retargets customers that are truly interested in your product or service. We know because they found you and we helped them find you again and again. And very importantly we make sure the “interested person” received the content that is appealing, simple, informative and engaging.
Every move this interested customer makes online can be tracked. Did they click on, open, watch, read (how long), fill out the form, download the guide, follow the links or call to action? We can tell you exactly which social media network work is the best for you and thus determine which is the one to use going forward saving both time and money.
My next blog post will be on the difference between a “Person of Interest” vs an “Interested Person”. And who knows, my next vlog I may be wearing my new thick’n’white dress shirt
