"Facebook has been the story of the report since our research began last July," said Ronald Ladouceur, executive vice president and executive creative director of Media Logic. "Brand after brand has ticked past 1 million Likers, with a full one-third of our tracked retailers now north of that magic mark; in fact just after the close of the survey Party City and new Media Logic client Cabela's reached the milestone."
Twelve retailers saw more than 40 percent growth from mid-March to mid-May, led by Kirkland's and its "Cha-Ching" sweepstakes, which drove an incredible 280 percent Liker spike. "Kirkland's attracted 200,000 Likers with a $25,000 prize," said Ladouceur. "That's a great value at only 12.5 cents per Liker."
The update confirms the power of the retail sector marketing strategies outlined in the
Recreation brands and specialty hardlines brands can open their walls to customers and turn Facebook into a powerful platform for brand goodwill.
Department/discount brands can build Facebook into a solid direct marketing device by engaging Likers though a steady stream of interactive social promotions and games.
Specialty apparel retailers (such as Lane Bryant and Fashion bug) can create a self-reinforcing cadre of brand advocates through a steady stream of insider information targeted to a discrete demographic.
Kirkland's provided more proof that Likers can be gained through promotions. Build-a-Bear Workshop (up 137 percent) and Pottery Barn Kids (up 98 percent) confirmed Media Logic's claim that recreation brands and certain specialty hardlines brands can grow simply by inviting fans to share stories and handiwork via an open wall. And Office Max (up 124 percent) proved discounters can add fans by leveraging a classic retail funding source, co-op, by giving specific products valuable placement in their Facebook showroom.
The success of the Retail Marketing Report has prompted Media Logic to undertake an ongoing index of retail social marketing indicators ranging from Facebook Likers to Twitter followers of the most active brands. The Retail 101 Social Brand Index will be launched later in June.
The full data set to the May update of the Media Logic Retail Marketing Report can be found here: http://bit.ly/ilmtoc.
About Media Logic
Media Logic is a nationally-recognized and award-winning agency specializing in marketing for a social world: branding, social promotions, influencer marketing and managed community marketing. For more information, visit www.mlinc.com.