Check it Out: Wearing the Pants in a Social Media Setting
This past March, the company launched several styles of pants that it believed would work well with specific schools' sports teams. A pair of light blue pants, for example, was targeted to University of North Carolina fans.
"These all performed very well," Eisenberg says, adding that Bonobos plans to create similar promotions for the fall college football season as well.
Selling Via Social Media? Go On!
What we have here is proof that social media and social networking really work, especially if you use traditional direct marketing techniques in tandem with them — and if you target your ads to the right people.
Bonobos apparently did everything right: It did its homework and found a specific niche of people who'd be interested in its merchandise. It then created very targeted ads to reach them.
Do you have any good stories about a real happy marriage between social media and direct marketing? Are you doing some innovative integration work with all the channels through which you sell? Let me know via firstname.lastname@example.org. We're always looking for cool things to check out here at Check it Out.