Shoppers are using Pinterest as a source of inspiration. For example, consumers turn to the social network to view photos and videos, consider potential purchases, upload products they want and get ideas as they plan for special events such as holidays and weddings. As a result, 70% of all brand engagement on Pinterest is generated by the user community rather than brands and retailers, according to research from Curalate.
Belk is turning these brand engagements into long-term relationships by creating a social media contest that is driving traffic to the retailer’s wedding registry page. The sweepstakes — called “Share Your Wedding Style” — also “is successfully engaging brides-to-be and overall, increasing awareness and followers on the Belk Pinterest boards,” according to Jon Pollack, EVP of Sales Promotion, Marketing and E-Commerce for Belk.
“Pinterest content is comprised of beautiful, impactful, inspiring images and video that are centered on trends and merchandising priorities,” Pollack said in an interview with Retail TouchPoints. However, all social networking sites play a significant role in the Belk marketing mix because the sites “offer the opportunity to have two-sided and very personal conversations with our customers. It’s not only about the message we want to convey, but how customers respond to that message and our brand in real time. Our customers are critical to our success. Their opinions, responses to trends and merchandise, and their experiences with our company are all valuable, and we want to listen.”
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To create a more robust, multi-touch marketing campaign, Belk partnered with ePrize and Curalate. The companies created a mobile-optimized microsite to make contest participation easier for consumers. This strategy, Pollack noted, was paramount to the success of the campaign.
“Having a multichannel sweepstakes platform proved to be essential for customer participation,” Pollack said. “We see more users participating in sweepstakes via their mobile devices and recognize the significant role that mobile will play in both our future promotions and overall retail business.”
Consumers enter the sweepstakes by visiting the mobile-optimized microsite and “pinning” pre-selected images — or uploading unique photos — based on their bridal style: Timeless, chic, romantic and/or whimsical. After submitting their email addresses, full names, birthdays and cell phone numbers, participants automatically are registered to win a $5,000 Belk gift card. The contest will run through October 2013.
Once the submission process is complete, brides-to-be are directed to the Belk Pinterest board, titled, “Belk. Modern. Southern. Brides.” There they can peruse additional resources that provide them with additional wedding motivation, Pollack noted. The board provides “everything from wedding style ideas to gift registry items, so future brides can find inspirational ideas for their special day, as well as items they can add to their registry.”
Belk is promoting the “Share Your Wedding Style” contest across social media, email, online and print marketing as well as in stores, according to Pollack. The multichannel approach is “seeing strong engagement across all marketing touch points.”
