Borders launches first social marketing strategy
Borders is boosting its online strategy by using social media marketing for the first time, in a bid to build brand loyalty.
The book retailer aims to extend its brand by engaging users to increase traffic and sales, as well as enhance advocacy and word-of-mouth.
A three month campaign, created by Hyperlaunch aims to build a network of brand-supportive influential bloggers on book and lifestyle communities across social networks, incentivising them through discount offers as well as access to exclusive content.
Borders will target existing customers and relevant social media users with incentives such as online money-off vouchers and exclusive content such as podcasts and author interviews.
Nick Atkinson, digital marketing manager at Borders comments: “Community building is an integral part of the marketing strategy behind building and retaining the customer base. By implementing structured viral marketing campaigns, consumer advocacy programmes and creating an effective brand presence across the social networking arena, we feel we are able to engage with our customers on a really personal level, We see Hyperlaunch as the ideal partner to work with us on implementing this area of our marketing strategy.”
Source : precisionmarketing.co.uk
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