Recently, Avon cosmetics brand Mark launched a new interface with Facebook which allows consumers to buy products directly from a Facebook newsfeed. Facebookers who are fans of the Mark brand or friends of a fan can complete transactions through the social network’s newsfeeds. Talk about bringing a direct ROI to social media! And they’ve added a way for you to find the closest sales rep via zip code to their fan page.
Other brands following suit and finding ways to more closely integrate social media sites as sales channels include: Gaiam, 1-800-Flowers and Brooks Brothers. Within the last month both Gaiam and Brooks Brothers opened up storefronts within a “shop” tab on their Facebook fan pages. And, 1-800-Flowers which is ahead of the game having been open for sales on Facebook since last July also expanded its capabilities to shop within news feeds now as well.
Another brand cooking up new business via Facebook is Papa John’s pizza. They launched a new contest recently called “Papa’s Specialty Pizza Challenge” and its encouraging fans via marketing emails, TV spots and promotions on its Facebook page to promote the contest. The contest is asking pizza lovers to create a new pizza for its menu. They are also experiencing added public relations/brand exposure by drawing more attention to their positioning statement “Better ingredients, better pizza, Papa John’s”. Consumers can join in the fun at facebook.com/papajohns through mid June. The prize is $1,000 marketing budget to drive sales of their recipes. The grand prize winner gets the ultimate prize… free pizza for life. This is just another example of how social and branding go hand in hand. And in this case, in such a delicious way!
Yet another interesting way brands can add interaction and measure consumer’s interest is with placement of a store locator inside Facebook that provides instant directions via email or text message. Where 2 Get It provides this service and it has proven very successful for brands like Waffle House, Chick-fil-A and Carhartt. Learn more at the website.