Victoria’s Secret Lies in Its Social Media

Victoria’s Secret serves as a great example of the dos of integrated advertising, or combining several different media channels and tools under one big idea in order to produce a greater experience for the consumer. The largest American retailer of lingerie has an extremely active online and offline presence. But Victoria’s Secret’s marketing success is not new. During Q1 of last year, Expion, a social media management company, ranked Victoria’s Secret in the top 10 retailers in social media. The company utilizes victoriasecret.com, sends daily emails and maintains accounts with Facebook, Twitter, YouTube, Pinterest and Instagram to build excitement around new collections and events such as the annual Victoria’s Secret Fashion Show. It also relies on more traditional forms of advertising, such as TV, print, billboards and direct mail.

Online Advertising

Victoriasecret.com

Victoriasecret.com has a global Alexa ranking of 1,481. It ranks as the 499th most popular website in the U.S. The site is very easy to navigate and contains many large, high-quality images of models showcasing the latest items. It maintains a consistent color scheme of pink, black, white and gray throughout. Besides the eye-catching photos of its models, what immediately draws people to the site is the fact that the first image is always promoting a current sale that its having. Who doesn’t love a good deal?!

Email Blasts

I signed up to receive daily email promotions from Victoria’s Secret about a year ago. While I don’t always get the chance to take advantage of them, I find the company’s choice of images in its email blasts as well as the email subject lines to be extremely engaging. Through these emails campaigns, the company does a great job of making women look and feel beautiful and making sure its customers are aware of current in-store and online promotions.

Victoria's Secret Email Campaign

Facebook: 25,300,751 likes 

Last year’s Expion study found that Victoria’s Secret and fellow social media powerhouse Walmart were posting on Facebook about twice as often as other brands. The week of 5/25/14 Victoria’s Secret received as many as 37,600 likes on one of its posts. The company posts approximately two to three eye-catching photos a day of gorgeous models, new products and current promotions. It also does a great job of utilizing its Facebook to handle customer questions and issues.

Victoria's Secret Facebook Comment Highest

Twitter: 3.97 million followers

The company has an extremely active presence on Twitter, posting to its profile an average of three to four times a day. What I like most about its Twitter is that it answers as many of its customers’ tweets as it possibly can, regardless of whether the customer has a complaint, a question or is simply stating that they recently purchased a product from the retailer.

Victoria's Secret Twitter Customer Service

YouTube: 462,349 subscribers

The Victoria’s Secret YouTube channel features more than 425 videos, including behind-the-scenes footage, TV commercials and exclusive interviews with the Victoria’s Secret Angels.

Pinterest: 181,350 followers

Victoria’s Secret’s Pinterest has 25 boards and 4,170 pins. It posts the same images it already does on its Facebook, Twitter and Instagram accounts, plus so many more. If you ever wanted to get an inside look at every model and product photo imaginable, this is the place to do so.

Victoria's Secret Pinterest

Instagram: 4,534,152 followers

As of today, Victoria’s Secret has posted 1,267 photos to its Instagram. Almost every photo has more than 100,000 likes. The company averages between two and three posts a day that feature its models, also known as Angels, product shots and even some videos. The Victoria’s Secret Angels each have their own Instagrams, so loyal Victoria’s Secret customers have the option to follow them as well.

Victoria's Secret Instagram Cover Photo

Offline Advertising

Victoria’s Secret Fashion Show

Victoria’s Secret utilizes this annual fashion show to promote and market its goods in high-profile settings. Last year, 9.71 million people tuned in to view the TV special that featured the current roster of Victoria’s Secret Angels modeling high-end lingerie.

Victoria’s Secret Angels

One of Victoria’s Secret’s greatest marketing strategies has been to heavily promote its models. Victoria’s Secret’s models, known as “Angels,” are a major part of the brand’s image, appearing in the annual Victoria’s Secret Fashion Show, catalogs, stores and advertisements. The website features a “VS All Access” section for learning more about the group, which includes Adriana Lima and Alessandra Ambrosio. Unlike other retailers, Victoria’s Secret wants its customers to really get to know the women who are modeling its products.

Victoria's Secret Angels

But wait…there’s more

Victoria’s Secret also utilizes print, billboard and TV advertisements to promote its brand. Loyal customers can expect to receive notifications of product promotions via direct mail and see advertisements strategically placed in their favorite magazines. Victoria’s Secret is also known for buying billboard advertising in key locations, such as on the side of buses, and in high-traffic areas, such as Time Square.

VICTORIA'S SECRET using Showcase in Chicago

Overall, Victoria’s Secret’s integrated marketing communications strategy is top notch. It is both consistent and engaging.

 

 

 

 

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Classic Marketing vs. Social Media Marketing

For this week’s assignment, we’ve been asked to compare and contrast two aspects of classic marketing and social media marketing. Although there are a world of differences between them, the two aspects I’ve chosen to evaluate are direction of communication and availability.

Direction of Communication

In the classic marketing approach, communication is considered to be unidirectional. In other words, information is spread by the company (active), and customers/consumers can only listen (passive). In social media marketing, communication is considered to be bidirectional, meaning that both the company and the customers have the opportunity to talk and listen. In this particular aspect, I think that the social media approach is better and more fair. In order to succeed in today’s world, businesses need to listen to their customers. Constructive feedback, whether positive or negative, can drive sales. A recent small business article on FoxBusiness.com provides the following tip for success. “Your customers provide the best form of advertisement and a source of non-dilutive capital. If you make time for your customers, they will make time for you.” In fact, two thirds of consumers across age groups want companies to respond to online comments on social media platforms.

With social media, companies are held more accountable for their actions. Social media marketing means that customer feedback can be seen by all. A bad review about a company on Facebook, Twitter, Yelp or TripAdvisor could easily lead to a decrease in sales or customer visits. That being said, the best way to succeed in today’s world is for businesses to provide top-notch customer service and utilize an integrated marketing communications strategy that consists of both classic and social media marketing.

For instance, Nike is one such company that has understood the shift in media and how to successfully navigate today’s digital world. “It has employed new forms of advertising on new media channels as they hit critical mass, and it has shown just how close to the consumer companies have to be to stay front of mind” (Young, 2010, p. 19). Today’s campaigns need to be multimedia and multichannel, such as is the case TV commercials that feature hashtags to facilitate online conversations about a particular brand.

Availability

In classic marketing, customers can only receive support during regular business hours. On the other hand, social media marketing allows for permanent communication. A business is ready to react to assist customers with any issue they might be having or respond to customer feedback at any hour because social media doesn’t sleep. Nowadays, people are less likely to call up a company to complain/praise a company or request assistance because people don’t always have the time it takes to wait on hold or call during regular business hours. JetBlue, for example, is known for being extremely responsive to those who mention the brand on Twitter, whether their comments are positive or negative. JetBlue’s commitment includes 20 to 25 full- and part-time employees that are responsible for social and other customer-service tasks. Two or three staffers are always on call, and at least one person constantly monitors social channels in case a rapid response is required. Nike even has a separate Twitter handle, @NikeSupport, to handle customer service requests in the best way possible. Seamlessan online food ordering service, that serves customers in several time zones across the United States and in London offers customer service support 24 hours a day.

Twitter is one such social media channel where customers expect quick responses. As a result, you’ll likely want to respond to mentions and inquiries quickly. Many companies dedicate full-time employees to the task of responding to customers and potential customers on Twitter. Overall, I think the social media marketing approach is best for dealing with customer issues/requests that require immediate attention. However, a classic marketing approach would probably be best for dealing with more private matters that cannot be as easily solved via direct messaging on Twitter or private messaging on Facebook. 

Overall

Successful marketing campaigns should strive for a balance between classic and social media marketing. Utilizing both can maximum a company’s exposure. When you add social media marketing to a classic marketing approach, it helps businesses stay on the path of success. Customers don’t mind watching TV commercials when they have another outlet, such as Facebook or Twitter, to voice their opinions. Regardless of which traditional marketing channels you opt for, it’s always important to have a social media plan to satisfy your customers.

 

 

 

 

Tackling Multimedia Communication

I’m back for the summer semester and looking forward to blogging about my Introduction to Multimedia Communication class. In it, I’ll be introduced to the themes, issues and how to’s of an integrated approach to new multimedia communication. I’ll be exploring such topics as social media/multimedia writing and management and utilizing several mediums for integrated communication campaigns. I’m excited to learn how to utilize various communication methods to achieve the greatest possible benefit for businesses and customers alike.

I hope you’ll once again join me on this social media ride. Stay tuned for some awesome posts!