What do you think of when you see a little light blue box with a crisp white bow? Based on the incredibly consistent brand message throughout their multimedia platforms, you will think of Tiffany & Co.
Tiffany & Co’s ability to set distinguish their product as top of the line has been around for over 100 years. Since 1837, Tiffany has been “synonymous with luxury and style“. The blue box could only be obtained with a purchase from their fine store. Based on the Color Emotion Guide from our lecture, Tiffany made a good choice with the colors blue and white. Blue evokes feelings of trust, dependability and strength. White sends messages of balance and calm. This tone can be persuasive when a customer is thinking about investing good money into a product.
In 1845, Tiffany published the first mail-order catalogue in the United States. They still publish a catalogue to this day, but have since expanded to multiple social media channels.
The United State Postal Service was one of the first ways to share information. Running to the mailbox in anticipation no longer happens daily, but Tiffany & Co does still send out a holiday mailing. This enables customers to leave subtle hints for their significant others on kitchen counters and coffee tables.
The Tiffany website does still have a catalogue section. PDF versions of what is available in stores can be downloaded. An especially useful catalogue is the jewelry care booklet. Tiffany not only cares about your initial purchase, but that your love of their product lasts a lifetime.
Phone Number – US 800 843 326
Clean and classy, the phone number did not have any dashes or parentheses included on the website. Simple. Timeless. Tiffany & Co gifts continued to be given from generation to generation. By keeping their phone number, Tiffany is ensuring they are able to keep in contact with all portions of their customer base.
Website – Tiffany.com
Tiffany & Co does not limit the iconic blue to their box. The robin’s egg blue color graces every page in their website. From the home page, not only can you find the jewelry and gifts you are looking for, but you are also invited into the World of Tiffany.
7,765,313 people like their Facebook page.
Tiffany & Co’s Facebook page has a wealth of information. If you are viewing the full site, you can find photos, videos, stores near you, and customer feedback in seconds. Genuine fans of the brand participate and share their experiences.
Do those earrings in the cover photo look familiar? The facts and pictures are current on both their website and Facebook site. Beyond only the front pages, they took the timeline from their World of Tiffany segment and integrated the timeline into Facebook’s timeline feature. This consistency builds on the trustworthiness of the brand.
1.39 million followers
Joined in 2009, Tiffany & Co has tweeted 10.3 thousand times. Out of the 1.39 million followers that Tiffany has, the brand is only following 114 other accounts. The selectivity of who they choose to follow not only elevates the exclusivity of their brand, but also of those users followed by Tiffany.
106.1 thousand followers
The Pinterest boards continue to speak to the earlier form of advertising, the famous Blue Book. Tiffany maintains the tradition of excellence by staying true to their brand. If you are a late adapter to social media, but are comfortable using Pinterest, you may still be getting the Blue Book catalogue in the mail.
2.6 million followers
Even between 1,184 posts, the tone of the brand remains constant. The blue logo in the avatar. The subtle blue stripe at the bottom of the photo. One simple hastag that will get you to the newest Tiffany Victoria collection.
20,237 subscribers.
Does the below photo look familiar? It should. It was one of the first 10 posts on their Instagram account. This earring and necklace set is also their Facebook cover photo. Tiffany continues to sell the same Tiffany Victoria collection on each of their social media channels. YouTube is able to support longer and more detailed content, to encourage more contact with the brand.
From the user home page, the Tiffany & Co logo is in a box. The website has a little blue box next to the address. The link to subscribe as well as connect in the additional mediums of Facebook, Twitter and Pinterest.
324,887 followers. 9,932,700 views
Surprisingly, Google+ is as up to date as the rest of their channels. Google+ allows for many of the same experiences as the other channels, with posts direction consumers to their websites, applications, and other fashionistas in their circle. While Google+ may not be the only social networking site, it has not yet become obsolete, and is still able to drive customers to action.
After so much consistency, Tumblr finally showed a gap in Tiffany & Co’s integrated front. What do you notice about their Tumblr page? Is the Tiffany & Co logo there? Yes. The font is the correct color. The most recent post is from March 1st and is showing a stack of rings. What happened?
This site had a good run from November 2012 until March 2015. February was a particularly adorable interactive campaign, asking readers to share their #LoveIn6Words, with the promise of reposting their favorites. As a necessary aspect of reevaluating marketing campaigns, Tiffany & Co has shifted their focus away from Tumblr. The links are still accurate, but the content is no longer fresh. Tiffany has more important life events to influence.
Life events are made to be celebrated and commemorated. What better way to do this than with a quality piece of jewelry from one of the most celebrated commpanies? To leave out engagement rings would leave out the “world’s most famous engagement ring” since 1886.
Tiffany & Co brings the experience of seeing a ring on your finger to your finger tips with the Tiffany & Co Engagement Ring Finder. Available for both Apple and Android, users can snap a photo of their finger and instantly see what a particular cut and setting could look like in real life. The app gives you a phone number to call to schedule an appointment in real life to convert the active consideration that has taken place over all of these media channels into a purchase.
Tiffany & Co uses email to proactively reach out to consumers. Whether you gave your email when you made a previous purchase, or signed up for a Tiffany’s account on their website, Tiffany sends out regular communications. The Tiffany blue is always present. The messages are simple and stunning. The reader feels that they are receiving insider information.
Email is a personalized avenue for Tiffany & Co to privately address any customer concerns, as well as relay information about your purchase.
Tiffany & Co is cognizant of their in store experience. With so many online options, the personal human interactions sometimes are forgotten. Unique Tiffany & Co events take place in stores, to encourage interaction between the customer and their excellent customer service representatives. To add to the experience, sales associates are dressed professionally in all black. A security guard at the door is intimidating, yet reassuring that you will be protected while part of the Tiffany family. The quality and sophistication founded over 100 years ago, is still upheld by the Tiffany brand.
Tiffany & Co has a strong brand identity wrapped in a little blue box. The content carries a consistent tone and voice throughout their collaborative communications to their online communities. With their continued integration of marketing communications, people will continue to recognize the little blue box for generations to come.
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