As part of our ongoing Sales Kickstart series, we’ve been profiling the movers and shakers. We’re grateful to Infusionsoft for sponsoring the series and helping us and many other small and growing companies with email marketing 2.0 technology.
Stylin’ Online is the largest internet retailer of pop culture T-shirts, offering more than 11,000 T-shirts in more than 20 categories. The company has built a sizable following on Facebook and was looking for ways to better engage their fan base and ultimately drive more sales. Stylin’ Online decided to try a new marketing tactic being employed by the NBA and others on Facebook: using timely polls, quizzes and promotions to move from “broadcast” mode into engagement.
Stylin’ Online uses Facebook marketing tools from Fan Appz to run these programs. For example, with the release of Ironman 2, Stylin’ Online posted a “Top 5” poll on their fan page asking fans to rank their five favorite Ironman T-shirts. Many of the fans who took the poll posted their choices to their own walls, helping to build awareness and attract new fans to Stylin’ Online. This approach enabled the company to showcase all 60 of their Ironman T-shirts in a fun and engaging way and also spread the word about their products. And of course, all the T-shirts linked back Stylin’ Online’s e-commerce site for product purchase.
Beyond just touting their products, Stylin’ Online taps into what’s hot in pop culture by providing their fans with broader content that fits into the social dialogue around particular trends or events. For example, once Ironman 2 had opened in theaters, Stylin’ Online ran a poll asking fans whether Ironman or Ironman 2 was better – and used images of their Ironman T-shirts to represent each of the two voting options. The company is now experimenting with tying promotions into their polls: offering discounts and special offers while the fan is taking a poll, as a reward for their engagement.
A key benefit of this approach is that Stylin’ Online is getting smart about who its fans are, who its “best” fans are and what they respond to. As the company learns more about its customer base, this opens the door for more targeted programs and offers and ultimately an even richer experience for their customers.
I’d say that’s a win for doing sales right. What about you? Tell me more about what’s working for you in your online sales. TJ McCue is founder of Sales Rescue Team, a site that helps small and growing business improve its online sales and website traffic.