As an online marketer, I realize Facebook interactions result in purchases, yet I was pleasantly surprised when on a recent trip to California, a friend presented me with a gift. She is a Facebook friend as well as a friend I’ve known for years. Being that we live on opposite sides of the country, we don’t see each other enough to know what each other has so gift giving could be a hit or miss proposition.
Upon meeting at the hotel in Palm Springs, she presents me with this gift. It’s a purse large enough for my iPad and various “stuff” and has a bejeweled owl on one side. She tells me that when she saw it in the store, she thought of me immediately because of my Facebook page.
Now as an online marketer and search strategist, this made me smile. An online interaction resulted in an off-line purchase. It’s what every marketer hopes for when representing a brand.
The journey from online to offline began simply.
A few weeks earlier, I saw on Facebook a picture of a floral structure in Taiwan; it was of owls created from a variety of flowers. It was truly a work of art and being from the East Coast, it was also a very hopeful, happy picture after a cold winter.
This the picture that I saw in a friend’s newsfeed and shared on my timeline.
From this picture, she was inspired to buy the purse because I had commented on the owl’s beauty. She knew it would make me happy. I was touched that she had remembered the post and also pleased that it had created a connection between us.
As I unstuffed the packing paper from inside the purse, I noticed 2 cards were enclosed. Nicole Lee, the brand of the purse, was extending their marketing by encouraging the recipient of the purse to visit their Facebook page, perhaps in the hopes of that the recipient would write a comment or post a picture of their new purse.
Two cards were enclosed, one in English and one in Spanish. The cards read: “Thank you for your nicole lee purchase. Join Facebook to receive 20% off your next purchase.” The website address and Facebook address were listed.
Their primary goal was to get you to their Facebook page and also provided an incentive of a discount on a repeat purchase.
I’ve included a picture of their Facebook page too.
The cycle of off-line to online was complete.
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