Companies such as TM Lewin and New Look have rightly identified that “Pull Marketing” or “Inbound Marketing” is the way forward in this ever social online environment we live in.
Both of these retailers no longer just have websites that offer stock with the occasional new line every 4 weeks they are both generating buzz around their brand by offering content their customers want to know.
New Look offer up the “NL Daily” an online magazine site with celebrity features, trends, Editors Picks with the ubiquitous blog but much, much more. A very clever enticement into mimicking the wardrobe choices of well known people but with their stock.
Then there’s TM Lewin who used to be known as the poor man’s Austin Reed – not so any more – their “Off the Cuff” magazine (community) site is a brilliant example of analysing and assessing what their customers ‘want to know’ and ‘how to do it’ in a relaxed non pushy way. The site consists of Video’s, features, monthly polls all sorts of great information.
Both of these companies are putting a large proportion of their marketing budget into speaking with their customers, asking their opinions and offering suggestions rather than pushing promotions down our throats or attempting monster BillBoard or TV slots that offer short term solutions – one of the benefits of this approach is the content on these sites will carry an online legacy for years to come. Here they are generating content and making a true attempt at entertaining their customers to make them loyal.
Have you seen this any where else, and what did you think?