The most important thing we stress to our clients is to clearly articulate goals and objectives before developing a strategic or tactical plan. Without understanding ‘Why’ you are doing something, it doesn’t matter ‘How Well’ you do something.
After reading about Holt Renfrew’s latest campaign, I have to wonder what their goals and objectives are:
Looking to extend its brand into the “world of social media,” Canadian clothing retailer Holt Renfrew is searching for trend-savvy ambassadors through its online Contemporary Correspondent Search.
The winners will report on fashion events in Toronto, Vancouver and Montreal for five months.
“Our Contemporary Correspondent Search will generate peer-to-peer dialogue and actively engage our fan base on Facebook,” said Tracy Fellows, vice-president, marketing for Holt Renfrew, in a release. “This is a fantastic opportunity for us to extend the Holt Renfrew brand into the world of social media and connect with our audiences in unexpected ways.”
The entries will be narrowed down to six finalists (two from each market), by a panel of Holt judges. The finalists will then compete in a series of fashion-inspired challenges, while Facebook fans determine a winner from each city. As of press time, the fan site had just over 2,700 members.
Some of the key questions they should answer are:
- What behaviour are we trying to stimulate?
- Website visits?
- Store visits?
- Transactions?
- Are the people they are attracting with the prizes the right people to be correspondents? Are they credible enough for die-hard fashionistas to listen to?
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The winning correspondents will photograph and blog about regional fashion events for five months, and will also receive a $1,000 Holt Renfrew wardrobe and a Sony VAIO notebook PC.
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- Who are the people interacting on the Facebook fan page?
- Are they customers? If so, are they loyal?
- Or are they just fans who only aspire to one day shop there?
- This is similar to : Porsche Canada Attemps to Bring In New Customers where the goal was to attract new customers, but the strategy and tactics were mainly targeting people who only aspire to drive a Porsche
