Case Study: Tattoo Pride for Tattoo Artistry (Singapore)

Summary

The first annual Singapore Tattoo Show is an event endorsed and supported by the Singapore Tourism Board and included Miami Ink’s Chris Garver as the event’s ambassador. The primary aim for this event was to gather at least 5,000 attendees to the one place where 120 tattoo artists and exhibitors would display their talents as well as their funky fresh designs while DJ Shawn Lee MC’ed and played music. Traditionally, an event of this size and proportion organising the show would start by sending out postal mail and emails through the mailing list created via their website.

Connect and engage

“Engaging community involvement is not so easily achieved in more traditional marketing methods.”

–          Andrew Peters

As this is a brand new show organisers needed new and innovative methods to promote on social media networks. According to Andrew Peters, Asia-Pacific Regional Director of the Pacific West Communications, marketing the event into social media via Facebook was a method that was imperative and untested. Peters helped set up a Facebook group called “Tattoo Artistry” three months before of the show; creating a virtual meeting place prior to the actual event. By creating the group under the title of “Tattoo Artistry” instead of “The Singapore Tattoo Show” was a tactic Peters implemented in order to reach globally, build momentum and also exist beyond the event’s first year.

After generating the group Peters noticed that members were joining vastly on a daily basis and the level of engagement between tattoo enthusiasts was extraordinary; photos of tattoos were being posted up and conversations started to flourish. By breathing the life into the group the Singapore Tattoo Show consequently saw over 15,000 attendees, three times the event’s expected number. To this day ‘Tattoo Artistry’ is the largest social network of the Asian tattoo industry. Peter states, “Social media like Facebook offer immediacy, freedom to be who you are, the opportunity to meet others who are similar, and to have a place to fit in. Event organisers must see beyond their immediate need to put ‘bums on seats’ for the next event and instead engage people to build support and loyalty over many years.”

Reference

Scott, D. M. (2010). In The New Rules of Marketing and Pr: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly. John Wiley & Sons Inc. p.40-41

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Case Study: Dessert Gallery (USA)

Summary

This first time ever research study was conducted on Dessert Gallery, a Houston-based bakery and café chain that had no Facebook presence prior to the study. The research was conducted by Utpal Dholakia and Emily Durham of the Rice University’s Jones Graduate School of Business and it was published in the Harvard Business Review. Dholakia and Durham surveyed customers of Dessert Gallery (DG) and based on surveys of more than 1,700 respondents over a three-month period. They began by e-mailing surveys to over 13,000 customers from DG’s mailing list to collate store evaluations and data on shopping behaviour but only 689 people responded. Later, Dholakia and Durham created a Facebook page for DG and invited everyone on the mailing list to become a Fan. DG were not shy in socialising, they updated its page several times a week with pictures of goodies, news about contests and promotions, links to favourable reviews, and even introductions to DG employees. Three months later, Dholakia and Durham resurveyed customers, this time receiving 1,067 responses from DG’s Facebook Fans, Facebook users who did not become Fans, and customers not on Facebook. Dholakia and Durham analysed the data sets separately and then compared participants in the first survey with those in the second who had become DG fans. The key findings are as follows:

  • Made 36% more visits to DG’s stores each month
  • Spent 45% more of their eating-out dollars at DG
  • Spent 33% more at DG’s stores
  • Had 14% higher emotional attachment to the DG brand
  • Had 41% greater psychological loyalty toward DG

In addition to these statistics DG’s Facebook Fans also generated more word-of-mouth marketing than non-Facebook Fans. But although these are great statistics 5 percent of the company’s 13,000 customers became Facebook Fans within the three month period.

Engagement

“The owner’s name is Jennifer, so we would give cookies or cakes to anyone named Jennifer; just some ways to engage people.”

–          Utpal Dholakia, associate professor of marketing at Rice University

Visiting the Page today there are currently 810 Fans and interactivity almost on a daily basis. The main method in which Dessert Gallery engaged with their Facebook Fans on their Page was by posting up photos of the yummy cakes and desserts they have created for special events and holiday; sparking a string of conversation between company and customer. Therefore, although DG is a small town company with just a couple of stores utilising Facebook is still useful to gage the devotion of their customers. Dholakia sums up the research study by stating that Facebook marketing programs may be especially effective for iconic brands, which appear to attract a higher percentage of their customer base as Facebook Fans.

“Cautious optimism seems wise at this point. Companies should see what Facebook can do for them but use it as just one niche tool.”

–          Utpal Dholakia, associate professor of marketing at Rice University

References:

Dessert Gallery Facebook Page

Calderón, S.I. (2010) Inside Facebook. “Rice University Study Shows How Facebook Pages Can Help Local Businesses”

Dholakia, U M. and Durham E. (2010) Harvard Business Review: “One Café Chain’s Facebook Experiment March 2010”

Quenqua, D. (2010) ClickZ. Rice University Study: Small Biz Rewarded by Facebook Fans”

Ruth, D. (2010) Rice University. “First-of-its-kind research: Facebook fan pages are effective marketing tool”

Case Study: Australian Bananas

Summary

This multi-media “Make Your Body Sing” campaign was headed by Australian Bananas marketing manager David Chenu in early January 2010. Over a 6-month period there was dedicated Facebook advertising paired with being the major sponsor of the Channel Ten show So You Think You Can Dance. This sort of marketing strategy resulted in an astounding number of Facebook Fans; from zero to 10,000. This was a huge achievement for the company as only 5% of brand Pages on Facebook accumulate over 10,000 Fans.

On top of this great result, this milestone was reached the same week as the So You Think You Can Dance Finale.

Reaching Out

The “Banana lounge” in So You Think You Can Dance and the youthful tone of Facebook Page complimented well and gave a message of “…good times, with fun, with energy, with happiness” for the company’s target age demographic of 18-24. Facebook was the best platform for this particular image they wanted to portray; Youth, Health and Nutrition. And after observing their research Chenu states that Facebook users view the internet more as a place for entertainment, social communication and interaction, rather than for more functional purposes. So, along with posting up fun recipes they had a youthful tone in their Facebook updates. Chenu states that though it’s too early to see if this multi-million dollar strategy was a success in sales among young adults Australian Bananas are being optimistic this new angle has increased sales nonetheless.

“As the market becomes increasingly integrated into online social networking, so will our dedication to it as a means of presenting the health and nutritional benefits of bananas so they can play a key part in everyone’s diet every day as they deserve,”

–          David Chenu, Marketing Manager

References:

Australian Bananas Facebook Page

Media Release. (2010). Australian BananasAustralian Bananas, the Facebook friendly fruit

“Stephen, A. (2010). ABC Rural QueenslandAussie bananas a hit on Facebook

Stephen, A. (2010). ABC Rural Victoria Bananas hit the dance floor

Case Study: SUPRE Clothing

Summary

Last year Australian social media marketing company Mudo Media put together a Whitepaper entitled “Zero to 40,000 fans” with the tag line “How Mudo helped fashion icon SUPRE build the largest and most engaging Facebook Page in Australia.” Over a 5 month period of Social Media and Marketing Strategies using Facebook they were able to collate all the data and statistics to come up with really interesting facts. On a daily basis SUPRE’s Facebook Page generated an average:

  • 299 new Fans
  • 171 Comments
  • 163 Likes
  • 838 Page views

“Social media as a short term solution is suicidal both for the client and agency; relationships are a long term thing!”

–          Mudo Media

Mudo had to action a plan in order to engage the fans so they produced four different categories of content on the Page:

  • Convo: designed to stimulate conversation with the fan base
  • Pic: uploading professionally taken photos to expose the fan base to particular products
  • Link: usually links to the client’s external website and relevant information
  • Product: used to test new designs or ask for consumer feedback on possible new items

Along with these various updates Mudo had to get SUPRE’s tone just right to engage on the same level as its’ fan base. Consequently, the research found that by this sort of engagement between client and customer it created a ripple effect; the ripple makes its way through that Facebook user’s friends’ newsfeeds and highlight sections, keeping them up to date with what their friend is doing. It also saved SUPRE serious money as they could see what their customers liked and disliked in the upcoming products, therefore the brand was able to cater their look to that of their customers, keeping them happy and wanting more.

Listening to the customers!

“Old school market research is dead.”

–          Mudo Media

Mudo’s ability to conduct this sort of real-time market research saved SUPRE not only money but time and their brand image. One particular issue that was brought up by one Fan was the petite sizes of the models used in SUPRE’s advertising, deeming the size as inappropriate for the age demographic. As this issue sparked a string of comments, enabling the voice of the Fans to become louder, Mudo immediately approached SUPRE with the issue and they were quick to address it.

Consequently, Mudo and SUPRE came up with an online competition for the Fans to get involved. They asked the Fans to post up the best photo of themselves up in the Fan Photos section and whichever photo received the most likes would make the finals in becoming the new face of next season’s ad campaign. This generated:

  • 325 images within 3 hours
  • 603 images posted over the 14 day application period
  • 1,413 comments
  • 620 likes

After the application closed the finalists photo album received 537 comments and 302 likes over the 7 days of voting. Overall, 3,790 interactions with the brand through the Page occurred over the entire 21 day period. By actioning this sort of voting method through the platform of a Facebook Page it was able to turn such a “topical issue into a positive outcome for both the brand and its consumers.”

References:

Images from Supre Facebook Page

Watkins, M. and Devery, J. (2009) Mudo Media Whitepaper Series “Zero to 40,000 fans” Ed. Stephen Collins.