Have you guys heard the BIG fashion news? Lilly Pulitzer is collaborating with Target for a limited time this Spring in their “Lilly Pulitzer for Target” line. If you’re like me, then you’ve already circled April 19th in red on your calendar and you have your favorite items preselected in Target’s look book. Before I turn this into a Lilly sales pitch (which I’d be happy to do-huge Lilly fan) I want to applaud their marketing efforts in regard to their Lilly Pulitzer for Target pre-launch campaign. Here’s a few reasons why (I think) this powerful pre launch will be one to be modeled for years to come.
Quality Brand Image. Just one look at the TargetStyle page on Facebook will show you that customer service is a top priority for this powerful collaboration. Representatives from both camps are interacting with potential customers by answering questions and providing helpful tips. As I’ve said before, Social Media Marketing is a two-way conversation NOT a one-way announcement. TargetStyle is working hard to establish relationships which leaves people feeling appreciated and satisfied even before the sale.
Informative Landing Page. Aside from their stellar customer service, Lilly Pulitzer for Target has provided us with an easy-to-follow look book as part of their landing page. So many product launches have gone wrong simply because the consumer didn’t fully understand the product(s) being sold. The actual layout of the look book is clean, exciting and, most importantly, clearly outlines the products being sold.
Unique Selling Point. To me the unique selling point, or USP, is pretty clear…price! If you are familiar with the Lilly Pulitzer brand, then you know her line doesn’t come cheap. One dress can cost you upwards of $300 in some cases but not at Target. According to the online look book, dresses will be available for a mere $32.00 so I’ll let you do the math. The basis of this collaboration is brilliant! Take a desirable product (Lilly Pulitzer), find a Unique Selling Point (much lower price), create a sense of urgency (only available April 19-May 31) and expand upon a popular brand with a loyal following (Target).
Interact With Potential Customers. In addition to interacting with followers on the TargetStyle Facebook page, Lilly Pulitzer for Target rolled out an interactive Social Media campaign on Instagram. Campaigns like this excite me as a Social Media Marketer because this campaign is particularly unique, fun and engaging. They are asking Instagram followers to print the provided PDF pictures of the new Lilly products, take creative photos using the printouts and upload them to Instagram using the hashtag #LillyforTarget. One of the most important goals of Social Media Marketing is to allow your followers to become part of your campaign whether it be through reviews, comments or, in this case, uploading creative product photos to Instagram. Lilly Pulitzer for Target is inviting potential consumers to participate in their campaign…what could be better?
I could go on forever about this admirable pre-launch strategy but success will be determined in the number of sales after the launch. I’m anxious to see how Lilly Pulitzer for Target continues their campaign once they switch gears from pre launch to product launch. Until then, I’ll spend the rest of this week deciding what I need to add to my Lilly wardrobe.