Offline to Online: Using Print Catalogs to Boost Social Marketing
by Glenn Lalich | 
September 3, 2009 2:24 pm
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It’s no secret that more retailers are using social networking platforms like Facebook and Twitter to further engage consumers with their brands. Emails and websites remain the primary agents for promoting social media initiatives, but marketers with print catalogs can also leverage their offline assets to get customers to log-on and sign-up. Here are recent examples of six marketers, ranging from FetchDog to Bliss, that are using catalogs to seek out new friends, fans and followers.
Canine-centric retailer FetchDog (founded by Glenn Close) includes a few ways to connect online. Along with a standard email sign-up, the catalog encourages recipients to “join us online and dig a little deeper” via Facebook and Twitter. The newsfeeds for both feature tips and links to dogs in the news, such as the Humane Society’s “Coping with the death of your pet” and updates on the first dog, Bo. Fans on Facebook can upload their own pooch photos, and the site is also seeking catalog dog models. [Links: FetchDog on Facebook and FetchDog on Twitter]
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Fossil uses an online photo contest to publicize both its 25th Anniversary celebration and Facebook page. The “Vintage Revival” contest was detailed in a recent catalog, and contestants were asked to “upload a photo from your past and tell us how it inspires you today.” Fans vote for favorite photos online, with vintage-inspired Fossil prize packages awarded to the top three vote-getters. Throughout the print catalog, a “posted” note tells recipients to “Join us on Facebook.” [Links: Fossil on Facebook]
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Teen clothing and accessories retailer Tilly’s plays up social networking in its print creative with “Update UR Status” copy. The catalog uses the phrase repeatedly to highlight merchandise and brands (e.g. “Update UR Status…Men’s Tees” or “Update UR Jansport”), then brings it on home with a back-cover message to “Check us out on Twitter & Facebook.” [Links: Tilly’s on Facebook and Tilly’s on Twitter]
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Children’s apparel marketer C.W.D. Kids promotes both its Facebook page and Kidbits blog in a recent fall catalog. Both content outlets are used to alert customers to new merchandise and sales, with the Facebook page having the added benefit of promoting a monthly contest where buyers submit pictures of their own children modeling C.W.D. clothing. [Links: C.W.D. Kids on Facebook and Kidsbits blog]
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Dance Distributors, which specializes in dancewear for children and teens, promotes a Get Social initiative with a recent catalog. The benefits of connecting with the company on Facebook and Twitter are laid out succinctly in a single sentence: “Connect with dancers, enter fun contests and be the first to know about exclusive promotions & new products!” [Links: Dance Distributors on Facebook and Dance Distributors on Twitter]
And finally, Bliss recently began touting a new Facebook application in its September catalogs. Entitled “My Beauty Routine,” the new app promises to let fans “show off your beauty regiment, product wish list and virtual bathroom cabinet.” I wasn’t able to get the app installed as of this writing, but it sounds like an exciting initiative for Bliss. [Links: Bliss on Facebook]
Glenn Lalich is VP of Research & Analysis at PM Digital.
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