Footwear giant Crocs is launching an interactive marketing campaign to conconver thousands of the company’s 50,000 Facebook “fans” into email subscribers.
Developed by Digital Evolution Group and powered by interactive marketing provider ExactTarget, Crocs’ “Facebook Collect” campaign gives Facebook users a chance to sign up for email communications on Croc’s fan page in exchange for a special 20 per cent off coupon.
Crocs senior global emarketing manager Andrea Stow said: “The key to our interactive marketing campaigns is delivering highly relevant and timely content to our customers, regardless of whether it’s Facebook, email or Twitter. ‘Facebook Collect’ allows us to grow our email subscribers and meet customers where they are, inviting Facebook fans to become email subscribers and vice versa.”
With double-digit sales growth attributed to its 2010 welcome email marketing campaign, “Facebook Collect” adds to the list of Crocs’ interactive marketing efforts. The company’s abandoned shopping cart campaign regularly sees a 40 per cent open rate, earning it an average 60,000 per cent return on investment.
“Facebook and social sites are fast becoming a destination for first-time brand engagement in the way that companies’ Web sites are not,” said Ramsey Mohsen, social media discipline lead for Digital Evolution Group. “Crocs’ results with Facebook Collect underscores the power of delivering great content to loyal customers.”
A 2010 ExactTarget study entitled The Collaborative Future found consumers are more inclined to purchase after subscribing to email messages than they are after becoming a Facebook fan. Part of the Subscribers, Fans, Followers research series, the study of more than 1,500 U.S. consumers found 27 percent of consumers said they are more likely to purchase from a brand after subscribing to email, and 17 percent of are more likely to purchase after liking a brand on Facebook.
“The Collaborative Future also shows how businesses work together,” added Jim Kreller, vice president of channel partners at ExactTarget. “I am always thrilled to see firms like DEG and Crocs using ExactTarget products together with Facebook and a whole host of other technologies to be authentic and genuine with their customers.”
