You can lead someone to Tiffany’s, but you can’t make them purchase anything. Or can you? Tiffany’s integrated marketing communications might be able to make you commit to one of their pieces.
In considering how to continue to use your company website, Davia Termin presents “the real challenge is not shall we kill off our website, rather it is how should we coordinate all the many parts of our company’s social media presence? How can we choose which platforms to use? And then how can we leverage the special attributes of each platform to conduct business and build the totality of our brand presence on social media?” Tiffany & Co does a wonderful job of choosing and appropriately using multiple platforms together.
Their Facebook page is being updated with their promotions. Last week was Tiffany Victoria, and this week they have moved on to Return to Tiffany. The above cover photo matches their email promotion of Return To Tiffany. The Facebook page does not trap you on their one page. Multiple options are given for you to continue on your purchase cycle. The website is listed. Locations nearby are shown on a map and listed.
The viewer can click the location most convenient for them and find out the hours of operation and phone number for that store. The Tiffany.com website is also linked, to enable further exploration of their products. To keep it social, you are also shown which Facebook Friends have been there. Below shows that I have four Facebook Friends that have visited one Florida location.
One questionable practice I noticed on Tiffany’s Facebook page, was what appeared to be a generic answer that was copied and pasted in response to a follower. Normally, this may go unnoticed, but since the comments were back to back, both appeared next to the post. The Tiffany representative did make sure to change the name in each response, which does show the message was responded to separately.
With updated content and timely responses, Tiffany & Co’s Facebook page looks like it is able to drive viewers either to their website or into a store to make a purchase, maintaining a campaign requires more than one medium. Carl Heaton talked about 50 Ways to Get Your Site Noticed. Tiffany & Co is not an obscure brand, but every little bit helps. Below are a few examples from his article.
#16 – Get on Twitter
Tiffany is on Twitter, and they are paying close attention to their channel. The link to their website is in the about section. I’m a sucker for a good pun. Below is an example of a punny tweet, with a link that correctly connects to the product. Nicola felt “a purchase coming on” and the tweet can lead her directly to the website to make that happen.
Tiffany.com itself is mobile friendly. Accessing their mobile website from an email on your smartphone goes smoothly. For additional fun, Tiffany did create the Engagement Ring Finder App for both iPhone and Android. Now you can think about your future while standing in line, instead of playing Tsum Tsum.
The Foundation focuses on three main program: urban parks, coral conservation, and responsible mining. Social responsibility can be an additional selling point. Consumers want to feel good about their purchases, and if the company they are supporting also supports the environment, the good feelings can continue on.
#46 – Push out Product updates
As much as Tiffany & Co is pulling you in through social media, the message they choose is still being pushed out through email, billboards and direct mailings. Heaton’s message refers to software updates, but fashion updates are applicable as well.
Email can call past and potential customers to build a relationship with the brand through social media. Tiffany tried advertising a Google Hangout in 2014. Their social media links are at the bottom of their email.
Billboards
Tiffany uses their recognizable Tiffany Blue to attract attention even offline. Their marketing campaign keeps their brand and message of luxury consistent.
Social Media Sharing Buttons
At the bottom of every page on Tiffany.com, you will find social sharing buttons and other company communication information. As I was writing this post, if I had closed out the window for a social media channel that I needed to go back and reference, I returned to Tiffany.com and scrolled to the bottom of the page.
Tiffany maintains their sophisticated voice throughout their consistent brand messages. To make their responses more conversational may detract from that elite persona, or it could include more customers.
One way to connect with younger demographics, would be to take the same voice, color, persona over to additional social media platforms. Snapchat’s visuals could pair nicely with the beautiful Tiffany pieces.
Periscope could expand upon the YouTube videos, by showing live events. In our voyeuristic, viewers may tune in to watch someone else pick out jewelry for an awards show or movie premier.
As long as Tiffany & Co consistently delivers exceptional quality products while remaining relevant, they will continue to drive followers to their website and continue to have a profitable company. As they push their message and brand out to their eagerly listening fan base, white ribbons will continue to be pulled off of little blue boxes.
schmidtbyamanda 