Pitching products through social networking has reached a saturation level, wherein their effective is more often questioned. Marketers and Brand owner’s dream of gaining smashing success, through a campaign that goes viral and helps their brand radiate triumph for years to come in the hall of fame!
Sadly, in its most recent State of the American consumer report, Gallup found that 62 per cent of Americans case ads on social media sites like Twitter and Facebook have no impact on their purchasing choices. The finding is certain to make some American businesses and advertisers re-evaluate their bit of the $ 5.1 billion spend on social media promotion in 2013 alone. Isn’t it risky? Well, one company certain thinks not!
San Francisco-based organization ‘Chubbies’, this is real – Chubbies, recently utilized social media marketing to increase its revenues. As a part of its Fourth of July campaign on Facebook, Chubbies decided to honor the day with its signature American flag swim trunks for men, “The 'Mericas" which quickly turned into an overnight success!
With only 28 employees, the clothing brand with a fratty branding, has earned a mass of loyal customers, including former President George W. Bush out of its 590,000 fans on Facebook.
Chubbies has not only tapped in to the $3 billion casual men’s shorts markets, it utilized social media marketing to rise by 840 per cent from 2012 to 2013. The company encountered a 690 per cent boost in monthly revenues.
"Our brand is driven by content, and for us, social media is the best way to get that content in front of our demographic."
Tom Montgomery, Chubbies’
Co-founder and head of marketing, customer experience, and Web design.
‘What is the benchmark for online success?’
The products may not address those outside the fratty, keggar-party scene, however millennials love those shorts. Chubbies is a case study in what creates havoc on those youthful customers and their annual $2000 billion annual buying power.
In a recent study conducted by Mom Central Consulting, a social media consulting firm it came up that this demographic is amongst the most misunderstood consumer groups.
"A lot of companies and brands are still using traditional broadcast mediums and top-down messaging. Millennials really balk at that," said Stacy DeBroff, CEO of Mom Central Consulting. "They don’t want intrusive advertising. They don’t want brand messaging to suddenly pop up in their Facebook feed."
‘Online Creativity & In-Person Buzz’
A good 92% of millennials are on Facebook, hence, organizations more often feel forced to attempt at social media marketing. The Cassandra Report, which has been a key asset for businesses who want to reach out to young audiences, it says that young respondents will say that if an ad is relevant to them, they wouldn’t mind it. However, if not, then businesses run in the danger of alienating potential buyers. In a recent Cassandra report, 84 of respondents said they built their buying choices based on the opinions of family and friends. Debroff’s study likewise, demonstrates that peer-to-peer relationships and word-of-mouth recommendations dominate millennial’s decision-making.
Chubbies is an excellent case study in precisely how this meets expectations. The company’s target audience is 18-to-30-year-old guys who like to have a good time on weekends. As it appears on the website:#ChubFacts: "Saturdays are meant for Barbecuing, Chubbies and beer. Not much else."
"Storytelling is powerful and timeless," said Krautkremer, "so brands that can tell their story well are able to get inside the hearts and minds of young consumers in ways that traditional media doesn’t."
Montgomery agrees that it is definitely a mix between online creativity and in-person buzz that marks the success of social media marketing. "A static ad on Facebook will only work if somebody has already heard about your company and had a great experience with it. Otherwise, those ads are just ignored," he said. "Whether we make them laugh with something we put in their Facebook newsfeed, or their buddy tells them about the shorts, or they see somebody wearing them - we always want that first reaction to be rooted in a non sales-y message, and more of a story."