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Hanna Goes Social

Hanna Goes Social. Social [soh-sh uh l] - noun. seeking or enjoying the companionship of others; friendly; sociable; gregarious. Today’s Topics. Hanna Company Overview The Hanna Customer Our Marketing Mix The Role of Social Media Facebook Show & Tell. 25+ years old

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Hanna Goes Social

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  1. Hanna Goes Social Social [soh-shuh l]- noun seeking or enjoying the companionship of others; friendly; sociable; gregarious.

  2. Today’s Topics • Hanna Company Overview • The Hanna Customer • Our Marketing Mix • The Role of Social Media • Facebook Show & Tell

  3. 25+ years old Started by a Swedish founder and husband “at the kitchen table” Quality Childrens Clothing From babies to ~10 years old Unique design “that’s a hanna!” Organic cotton & Oeko Tek Multi-channel retailer Award-winning catalog E-commerce 23 full-line stores & 5 outlets New! Wholesale Market Nordstrom and Costco Hanna Company Overview

  4. The Hanna Customer • Primarily female audience • 60% have children in the household • She’s relatively affluent – 36% of the households have incomes over $100,000 • She’s educated – over 50% have college degrees; over 24% have advanced degrees. • She’s the decision maker, arbiter, and tastemaker for a multitude of family purchases.

  5. Our Marketing Mix • Catalogs • Role: Primary marketing vehicle to potential and existing customers. • Emails • Role: Timely updates on new products and promotions to our existing customers. • Online Marketing • Role: Online world “reminder” to drive existing and potential customers to our site. • Retail Postcard Mailings • Role: Invitations to special store events to our Retail trade area customers. • Outreach (i.e. PR, mall marketing) • Role: Reinforcements for brand awareness.

  6. Role of Social Media?

  7. Social Media: Influences Buying Throughout the Process

  8. Social Media: Provides “peer vs own” feedback Forming an opinion with others input – key for “new moms”

  9. Why Facebook for Hanna? Reaches 65% of all Moms online in the U.S. • ~17MM Moms with an average of 2 kids at home Facebook moms typically; • Have babies and toddlers at home (versus older kids) • Have a higher income • Skew younger • Spend 95% more time on Facebook than Twitter

  10. Facebook Highlights • Launched June 24th • As of February 1 = 11,756 (but whose counting?) • Email and Home Pages key drivers to announcement

  11. Our Objective: Foster a more emotional connection by reinforcing our brand character Host conversations between fans to create peer feedback Receive feedback Tactic: Upload fan photos Sneak Peak videos Questions to elicit talk about their kids Special contests/promotions Moms helping Moms Direct from Hanna answers Listening via Discussion Boards and posts Hanna Facebook Features

  12. Show and Tell of Hanna Site

  13. Facebook Visitor Trends Facebook launches

  14. Facebook – Before & After 2nd most visited after leaving Hanna One of the top 10 sites visited before Hanna

  15. Summary & Questions

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