Blog#5: Evaluate the strengths of traditional vs. social media
Converse is a brand almost anyone around the world can recognize. Whether you call them Converse, or Chucks, or sneakers, they are a brand almost anyone can identify with. Converse has such wide spread recognition, yet like any brand they must constantly advertise so people don’t forget them.
One of the ways Converse advertise is through traditional techniques. They use ad campaigns across the globe to further their brand. They use billboards, magazine print ads, and broadcasts on TV. This is good because it can help shape the mold of the brand if they ever choose to change its direction. They are considered a “skateboard” brand, but may people who don’t skate wear these sneakers. They are more than just a shoe brand, they are a style choice for the people who put these on their feet.
There are also other ways that Converse advertise, including social media. Twitter, Facebook, Instagram, YouTube, and many others are ways that converse can stay connected to people directly. They will know who likes what, and what appeals to their target market based on what people on the internet respond to positively. Converse are constantly doing contests to get people more engaged in their brand. The one for 2013 was to upload a picture of yourself in your most fashionable ensemble wearing Converse sneakers for the chance to win an all expenses paid trip to NYC including a $1,000 Back-to-School shopping spree, personal consultation with a Seventeen Style Pro, $250 Journeys gift card, and more!
There is a team behind the scene who reflects on comments from social media to improve the brand, and to reach out and make their customers feel like they are a part of something more than just a shoe.
- How Brands Can Effectively Engage with Social Leads on Twitter (business2community.com)
- 4 Big Don’ts For Your Social Media Marketing Strategy (tailwindapp.com)
- 4 steps to gauge a brand extension with social media (prdaily.com)