JULY 20, 2011

HOW SOCIAL MEDIA MARKETING CANCHANGE YOUR BOUTIQUE

How small boutiques have the opportunity to level the playing f ield w ith

Soc ial Media. Being small means that you c an leverage free soc ial media

tools jus t like the big brands and des igners w ithout hurt ing your

marketing budget. D’babetta s tar ted working w ith Zaraz Collec tion

Chic ago on a c ampaign to build brand awareness w ithin the great

shopping corr idor of Wicker Park, more spec if ic ally Divis ion Street.

Identify which tools w ill work for you

Our plan was to s tar t w ith Fac ebook, c lean up the boutiques webs ite,

and lead to a more consis tant message from the s tore. Terez of

D’Babetta worked direc tly w ith the owner Heidy to gain trac tion and

build a c ommunity w ith the c urrent Facebook fan base. Terez would

also tweet the updates from fac ebook to her already vas t fashion

network to further push the brand name w ithin the c ity. The idea of

using tw itter for the boutique itself would be a very t ime consuming

task. Tw itter is a great amplif ic ation tool for a brand w ith a built in

network/cus tomer base.

Tw itter is a tool that has great potential to build engagement w ith a

brand, but would not work for this projec t. So we dec ided to focus on

Facebook. The s tore had enough fan page likes and cus tomers who

commented pretty frequently on new items. The boutique was not us ing

this powerful tool to the bes t of its ability. So D’Babetta took over the

fan page and s tar ted updating and engaging w ith fans . We pos ted

pic tures of new produc ts and inc luded some short blog pos ts on how to

bes t to utilize the boutiques ’ produc ts for the season.

There was video c reated from Photos taken at the Boutique leading up

to our Bridal 101 event. The better updated photography grabbed more

attention on the fan page. Cus tomers were commenting and liking the

new photo albums going up each week. This inc reased impress ions

300% over previous months.

Why your webs ite matters

We also c leaned up their boutiques splash page website. A large part of

your boutique is its online presence. I t of ten times becomes just as

important as your in s tore presence. You may believe that no one is

watching, but the truth is there may people who jus t see you s ign

driving or walking by and they w ill want inves tigate more on who and

what you do. The splash page had out of date information and needed

some c lar ity. While building your brand if you aren’t us ing your website

to c reate cons tant updates then us ing Fac ebook is a good plac e to s tar t

building a c ommunity around your produc ts /servic es . You don’t want to

dec lare something is “coming soon” on your s ite when you don’t have a

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dec lare something is “coming soon” on your s ite when you don’t have a

c learly defined date of delivery. Customers w ill unders tand you are a

small brand, but are not be unders tanding if they feel you are being

dishones t about what you c an offer .

Why off line tools should extend online themes

The owner Heidy was also using a plugger to advertise to customers

who made purchases as a bag s tuffer . The insert needed a rework. I t

didn’t have c lar ity. Heidy is the owner of two vas tly different

boutiques . The other s tore was for a completely different c rowd. I t was

suburban, it trended younger, and it already had a very dis tinc t voic e

and target c us tomer. When spending money on a tangible printed items

you need to make sure you are using the prime real es tate of that

printed material w isely. The information has to be instantly relevant to

the reader and ref lec tive of your brand perfec tly. The information for

both s tores was on the insert. D’Babetta explained that the c us tomer

wanted only the information regarding the s tore they were buying from.

The c rowd in Wicker Park would not travel to the other s tore in the

Southern Suburbs . So the information for this customer was irrelevant.

The Promotional video for Zaraz Collec tion Chic ago

All Photography taken by Terez Baskin

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te rez

I am a lover of fashi on and l i f e. I am a Mom, W ri t er , S t yl i s t , PR pro, and

Event L eader . For more about me check out my bio page.

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