Lavaculture has been focusing on different aspects of the business and marketing world. First of all, it has been understood that the first step towards developing a brand or product is market research: seeing what else is out there, who your competitors are, your strengths, weaknesses, etc.,
The next step is marketing: an exploration of the online marketing world, how it works, and which tools can be used to make a complete promotional system. Before launching, all tools in hand, Lavaculture will explore how selected brands employ their marketing campaigns with these tools.
Although a good quality and innovative product is in-itself a natural marketing catalyst, it is equally as important to establish two way communication with that very public. Gary Vaynerchuck reminded us to work the online community: like you would when hosting a party or serving your friends. What do they want? What do they like? And how can you honestly express the value of what you represent in a creative and eye catching way? Eyeballs turn into traffic, which can turn into cash, so keep that in mind. :)
Having said that, there are numerous companies engaging these tools to promote their brand. These past few posts have been dedicated to exploring Pacifica Perfumes.
Pacifica Perfumes has a website: PacificaPerfumes.com which they use as their base, or the main platform that other tools such as Facebook, Twitter, and newsletters bring traffic to.
WEBSITE:
Every website is unique in its design, user interface, and shopping experience. Pacifica Perfume's website is very comprehensive. It has a simple design and layout and is very well organized. The display of their products feeds the searching needs of the customer. You can search their products either by scent, or by item.
Either way, whichever you click on you can see everything that is available without having to scroll or click away from the page. If you want to read the description of the scent you can click on it for a more in depth presentation.
The site is attractive; it makes you want to look at everything and take advantage of the many deals they offer.
What is even more amazing is that at the bottom of each product page they provide "Brook's notes" wherein she lists the features and benefits of the products, the ingredients, and most amazingly a video about how the scent came to be! Talk about interaction and dedication to the public.
BLOG:
Pacifica Perfume has incorporated a blog within the site. Brooke Taylor, the founder, shares stories about any related subject matter from the history perfume, to her scents, and how her life inspires her to create these scents. She also gives tips on how to layer her perfumes to make your own scent.
Within the blog she shares some of the research behind her creations, the nature of the exotic ingredients she uses, and talks back to her audience. She mentions new changes that have been made to the site, to the company, or any new products, so her blog becomes the place to get inside news about new developments:
"You may have noticed our new homepage and some subtle changes to the website."
"Keep an eye out for more changes and a better overall shopping and brand experience on our site."
"We really want to connect with you, and these are the tools we will be putting to work to keep our conversation going. Let us know what you think. "
Pacifica also sprinkles discount codes throughout the blog, which keep readers attentive, but it is by becoming part of their community, and receiving the newsletter that you get the inside scoop on discounts.
NEWSLETTER:
Pacifica's newsletter is very beneficial to the customer because it always arrives with a discount or a deal that leads you towards the site. It is short, always promotes one product, or one deal, and is clickable from the newsletter itself. When a customer first signs up they receive a free roll-on perfume with any order over $25 dollars which is definitely a nice deal! Some companies send newsletters that are boring or trashed, but when Pacifica sends a newsletter the customer is excited and pleased. This is definitely a good way to use the newsletter feature of a site.
FACEBOOK:
Pacifica Perfumes uses Facebook as the social hub it is meant to be. This seems to be their main platform for interacting with the Pacifica Perfumes community. By answering questions, giving discounts, and most importantly— providing a place for the community to interact with each other about their love for the product, Pacifica Perfumes creates for itself that sought after two way exchange that keeps an online business thriving. Pacifica also uses the photo album to showcase all of the publicity it has received.
Pacifica's blog posts are also included and updated on the Facebook and it is worthy of noting the content similarity between the blog and Facebook. It seems that Pacifica Perfumes uses Facebook to promote products and posts in a more more concise and far-reaching way that receives faster responses.
TWITTER:
Pacifica Perfumes seems to come up twice in Twitter which makes things a bit confusing. It shows up once as Pacifica Perfume@pacificaperfume which is not very active and then as ILOVEPACIFICA Pacifica Perfume. The latter is more engaged in promoting products and deals but not as active as it could be.
Although Pacifica is not very active on Twitter, it could greatly benefit from it depending on its needs for further growth and expansion. We have learned that Twitter is the way to get your thoughts out to the world, to relate, and mingle at second to second speed. The more you interact on Twitter and the more you respond to your followers or the people you are following, the more popularity you will gain.
Pacifica does use it to sort of "work the room", but the activity is limited in comparison with their Facebook site, which they use very well and might be all they need at this point in time.
OVER ALL:
Pacifica Perfumes integrates a pretty good amount of social web media into their business to promote their brand. They have developed a loving community, and use these mediums as tools to communicate their offers, the quality of their products, and the inspirations behind them, making the Pacifica Perfumes experience all the more wonderful and satisfying. Pacifica Perfumes uses their blog and Facebook to create a perfume culture that has everyone wanting more.
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