Lundby 2015: End of the Year PR/Media Report Presented By:
1
Table of Contents
Lundby Promotional Plan 2015
3
Newsletters
11
Lundby Toolbox/Content
19
Social Media
35
Lundby Kid Ambassador, Kenzie Padilla
46
Media Placements
61
2
Lundby: 2015 Promotional Plan
Presented By:
3
2015: INCREASING BRAND RECOGNITION After the enormous success of our media and promotional efforts in 2014, our focus for the new year is to increase brand recognition and visibility throughout 2015. Using the following tactics, we intend to have Lundby™ recognized as the preferred name in high quality dolls houses, creating lasting memories through play the entire family can enjoy.
Project Goals: MTG will build brand awareness and drive sales through a combination of: o o o o o o o o o
Strategic Targeting Media Outreach Media Events Retail Outreach Toy Industry & Design Awards Social Media Advertising Online Marketing Administrative
4
Media Outreach Our specialty lies in the relationships we have built with members of the media over the years. In order to prepare for our media outreach, we will: Update 2014 Press Materials and add New Materials: MTG will review any and all press materials currently being sent to the media. For 2015 we will create/update additional pieces including:
Press Releases detailing the history of the brand, new areas explored in design, the power of classic play and role-play, doll house nostalgia, dollhouse décor. Articles written exclusively for MAT Release distribution over PR Newswire which hits newspapers both online and in print across the country. Interviews with the Lundby™ team for publication Lundby 2015 Collection Highlights: Featuring images and product descriptions of each product for media distribution. Include all relevant information created on newly designed Lundby flash drives for use at trade shows like ASTRA Marketplace, ABC Expo, Hong Kong Show, etc.
We will then showcase Lundby to the following media outlets: Print: Though the media world continues to move towards a more online approach, we still see print as a necessary medium in any promotional campaign. We will help promote the brand through:
Consumer Publications: We will submit product information to all of the parenting publications, interior design publications, architecture publications and women’s publications to reach your targeted demographics. We will also work closely with editors to help feature Lundby in Top Toy Guides, Top Interior Design Guides, Educational Toy Guides, Best Nursery Picks, Holiday Gift Guides, Classic Toy guides and more.
Toy Industry Trade Publications: MTG will help introduce new products from the 2015 line to the Toy Industry by reaching out to various trade publications. Inclusion in these publications is a great way to promote your product to buyers and retailers.
MAT Releases: MTG recommends MAT Releases throughout the year to maximize visibility:
Spring: Design Focus: Highlight the brand’s incredible ability to “snapshot” today’s modern world and convey it impeccably in each piece. Ex: A peek inside a Lundby doll’s house from 1975 will show you exactly what daily life was like in 1975. Fall: National Dollhouse Month: Focus on the classic design and traditional play concepts of doll houses for the celebratory month. Holiday: MAT Release: Focus on Great Gifts for the Holiday Season.
** (PR Newswire Fee: $1800-$2000 including a photo, no agency mark-up) **
5
Blogs: MTG will continue to heavily saturate Top Tier bloggers from this year, by focusing on décor as a family activity, and targeting a NEW list of 2nd Tier bloggers from across the US, including but not limited to:
Design Blogs: Lundby truly makes smartly designed and architecturally innovative products. They are “must have” items in any nursery or play room. They are bold and memorable statements in a ‘grown-ups’ house or office. We will work closely with design blogs such as The Nest, Elle Décor online, Apartment Therapy and more to secure placement and photo spreads.
Mom & Parenting Blogs: We will submit to only the top Mom and Parenting blogs online to promote Lundby with various editorial themes such as classic toys, design/architecturally savvy toys, educational toys, interactive toys, back to school gifts, memorable gifts, perfect gifts for the holiday season, etc.
Bloganthropy.com (over 1,000 Bloggers): Bloganthropy combines the power of social media with the resources of corporate giving. Their goal is to connect companies and bloggers to support worthy charities. We will work directly with these blogs to donate select Lundby products to children in need.
Television: Reaching the viewing audience in morning and daytime shows, for example:
The Today Show: Submit products in the hopes of winning Platinum Awards from The Oppenheim Toy Portfolio. Stephanie Oppenheim frequently visits The Today Show as a toy expert. We will also send product to Laurie Schacht (Adventure Publishing Group, Toy Book) who is also a frequent guest on The Today Show as well as ABC Morning, and continue to submit to Sherry Artemenko (PAL Awards) for possible segments throughout 2015.
Talk Shows & Morning Shows: MTG will explore the possibilities of featuring Lundby on morning shows and talk shows, as well as design channels like HGTV and The Style Network. Participating in Talk show opportunities also gives us the chance to coordinate audience giveaways.
Holiday Placements: Placements in Holiday Gift Guides, Award recognition and even TV Placements on “Hot Holiday Toys” and “The Best Toys for the Holiday Season” is what we strive for during this time. MTG will work heavily during September through November to finalize and confirm placements in:
Holiday Gift Guides (both Print & Online) Holiday Giveaways on Facebook & Twitter Holiday Round ups on Talk Shows and Morning Shows
6
Media Events Another effective way to target the media is through strategic events. We propose the following:
Blog Events: Exhibiting at BlogHer 2015, to increase the visibility of the brand. We recommend participation in Blog events such as BlogHer and Type A Parent. These conferences have over 4,000 bloggers in attendance. It’s a wonderful way to showcase the brand and get it in the right hands. We can offer discount coupon codes and only select the appropriate bloggers to receive samples. We also highly recommend participating in the TTPM Holiday Showcase event, where bloggers and traditional media and press are in attendance for hot holiday items.
Interior Design Events: Pursue opportunities with design showcases such as the Architectural Digest Home Design Show (end of March) and Interior Design show for partnerships and placements throughout 2015.
Celebrity Events: We also recommend increasing visibility among frequently photographed celebrities by showcasing Lundby in Gift Suites at high-profile events and award shows, including Santa’s Secret Workshop (SSW), an LA based event that takes place in December and results in millions of impressions with placements in PEOPLE Magazine, Celebrity Baby Scoop, The Nest and more. In 2015, Lundby will be on display in the playroom at SSW as a “test” to see how the celebrities react and respond to the product. *Fee: MTG will work hard to negotiate your fee for participation in these events. Again, MTG charges no mark-up for these events.*
Strategic Targeting: Interior design and architecture is a huge part of the Lundby brand. We recommend highlighting and implementing the following to add even more exposure:
Blogger Contest: Smaland Dollhouse redesigned by Top Bloggers: To continue making Smaland an interesting topic amongst bloggers who have already written about the brand, we propose a contest where they would redesign their current homes with their families. o Target existing blog list (Top Tier) who have written about Lundby in 2014. o Bloggers will redecorate their current Smaland homes with their families and write about their experience. o 1 winner will be chosen and will receive the Stockholm dollhouse (before anyone else!) prior to its release.
Lundby Doll’s houses Designed by Celebrities/Well-known Designers: Benefitting a charity of their choosing (or the Lundby team’s), we propose two programs: o Creating an auction where well-known interior designers design an entire Lundby doll’s house in their style. The houses will then be signed and placed up for auction (or sale on the Lundby web site, TBD). Promotional press releases and announcements will correspond along with additional promotional placements (TV, etc.).
Pursue HGTV: HGTV (Home & Garden Television) is a cable-television channel operating in the United States and Canada, broadcasting a variety of how-to shows with a focus on home-and7
garden improvement, maintenance, renovation, craft and remodeling, with a web site read by millions each month and its own magazine. o MTG would like to submit brand information to HGTV, specifically one of their shows “HGTV’s Design Star” where aspiring designers compete for a chance to host their own design show on the network. One of the challenges could be designing a room (or the whole house!) of the next Lundby doll’s house.
Pursue The Discovery Channel’s How Its Made: How It’s Made is a show in a documentary format showing how common, everyday items are manufactured. Usually every show has at least one product with an historic background note preceding it, showing how and where the product originated, and what people used before it. o MTG would like to present materials on the Lundby Factory and design process to the producers in the hopes that they would include it in one of the episodes. The show is broadcast in 25 languages all over the world and is viewed by tens of millions of viewers every week.
“Design a Room” Consumer Contest: We recommend creating a contest where one winner is chosen to design a room of their very own Lundby house. We will heavily publicize the consumer contest through Social Media Promotions: Consult on contest creation, including terms & conditions Write contest promotional copy Create form for contest Implement contest on Facebook Promote contest on social media channels
Retail Outreach: In addition to reaching the consumers, we will communicate with retailers through:
Retail Email Blasts: Help write copy for targeted retail blasts using your existing retail email lists to reach out to retailers. Topics: Include information about upcoming trade events where Lundby™ will be displayed, new products available, encouraging them to reach out to their Lundby sales representative, etc.
Retail Packages: Help your team create materials distributed to retailers to help create “one voice” of communication for the brand.
Retail Support: Support you with any retail programs you develop throughout the year in terms of promotions, writing, etc.
Lundby Toolbox: Create an online portal where reps and retailers can obtain information on our latest DIY craft ideas and media placements to share on their social media pages.
8
Industry Awards Submitting Lundby to toy industry and media awards is crucial to its influence on consumer consciousness and purchasing decisions. We will:
Submit to leading Toy Industry Awards Organizations: MTG will submit Lundby to respected award organizations such as PAL Awards, Parents’ Choice, The Oppenheim Toy Portfolio, iParenting, NAPPA, Creative Child, Dr. Toy and more. These awards go further than a seal on your product: they each have their own promotional packages, press releases and connections to various TV segments including The Today Show and local ABC affiliates. Tie-in Awards to Promotional Materials & Social Media: When awards are confirmed, MTG will include awards in any promotional materials and will include all awards on the Lundby Facebook and Twitter pages.
Social Media Facebook continues to be a key part of brand visibility. We propose maximizing your efforts in in Europe with a U.S. based Lundby Facebook Page and Twitter account with daily product updates, links to coverage, contests, a Lundby doll’s “day in the life” of her/his home, etc: Twitter:
Twitter Account Creation: MTG will design/create a Lundby Twitter account and retweet items that bloggers have tweeted about Lundby before. Twitter Account Management: On Twitter, MTG can follow influential users, build relationships with them and tweet on your behalf in order to build your follower count.
Instagram: Instagram Account Creation: Create a page where fans and followers can post their photos and we can post the latest media placements, interior images of the house, fun DIY Craft ideas, and more.
Instagram Account Management: We will also post 3-4 times a week and maintain the page on your behalf. We will also reach out to influential Instagram users to post about the brand.
9
Online Marketing/Pinterest In November 2014, MTG created a Pinterest page to begin “testing” the site’s effectiveness with the brand. For 2015, we recommend more pins and posts to increase interest in this growing fan base!
Pinterest Importance: Pinterest is the next big thing in social media. Popular tech site Techcrunch stated Pinterest reached 10 million US Monthly Uniques faster than any standalone site…ever.” A recent study showed Pinterest was driving more referral traffic than Google.
Pinterest Creation: MTG will continue to monitor the Lundby Pinterest page, all about the brand with products we recommend, themes we want to explore, best classic toys, best interior design toys for nurseries, top high-end gifts, cooking tips, decorating tips, a day in the life of the Smaland family, etc.
Pinterest, How It Works: Pinterest's user gimmick/interface is that it lets you "pin" any photo from the Internet to a "board" on its site.
Administrative: MTG will submit weekly PR Status reports, containing: o Tasks accomplished o Latest Placements/Links and traffic information o Upcoming Opportunities o Deadlines for Advertisements o Excel sheet with all Blogs/Sites Pitched, Products confirmed, & Links
10
Newsletters
11
Newsletter #1: New Year New Beginnings Sent February 27, 2015
12
Newsletter #2: Latest Lundby News Sent May 26, 2015
13
Newsletter #3: Lundby Holiday in July Sent July 20, 2015
14
Newsletter #4: Lundby Holiday in August Sent August 12, 2015
15
Newsletter #5: US Special: Celebrate the Holidays with Lundby Sent August 26, 2015
16
Newsletter #6: Latest Lundby News: Holiday Edition Sent October 23, 2015
17
Newsletter #7: Don’t Miss our Holiday Promotion! Sent November 25, 2015
18
Lundby Tool Box (Content)
19
Retailer Online Marketing Package How to Maximize PR Efforts on Your Pages Lundby has had enormous promotional leverage over the past year. We know how important it is to maximize those efforts within your social media channels, leading to repeat customers and increased sales. Here are some basic tips and “DIY” ideas to make the most of Lundby’s current brand strategy that you can post for 1 month (or post every other week to stretch it to 2 months):
Week One: Post latest reviews from Lundby Likes: Lundby uploads the most up to date reviews and media placements online at www.lundby.com/en under Lundby Likes. You can easily use these reviews easily on Facebook and Pinterest.
“Looking for a fun craft to stay busy this winter? Lundby’s Smaland offers a world of design possibilities that even the writers of DailyMom got into: http://dailymom.com/discover/design-your-own-dollhouse-with-lundby/”
20
“Check out this incredible review all about designing your very own Lundby Smaland doll’s house on DailyMom.com!”
21
Week Two: Post latest reviews from Lundby Likes: Combine new reviews with Twitter retweets of the blog post. For example:
“Its move-in day at the Smaland’s!! We love how Rave & Review captured the entire day from moving truck to setting up! http://www.raveandreview.com/2014/05/the-lundby-diy-dollhouse-experience-withgiveaway.html
22
“Personalize your Smaland house from Lundby like Melissa at All Things Chic!� http://allthingschic.net/2014/06/personalize-your-lundby-dollhouse.html
23
Week Three: Hold Giveaways on Lundby products: Readers LOVE a great giveaway. Why not hold a contest on your page encouraging your followers to post comments? Or, you can simply share a current blog reviewer giveaway on the page. Not only does this bring brand awareness, but it also encourages those that DON’T win, to purchase Lundby products directly from you.
“Enter our Lundby Smaland Giveaway!!! Just visit the Lundby web site and tell us which DIY design idea YOU’D like to try, post it in our comments, and a random winner will be selected on March 31st! *Entries valid in US and Canada only*
24
“Is a Smaland doll’s house on your wish list? Enter for a chance to win the Lundby Smaland doll’s house right on our Facebook page (insert link)!”
25
Week Four: Share DIY Design ideas and Inspiration: Lundby’s web site has a ton of great DIY ideas, including Inspirational photos from bloggers who have redecorated and posted their finished houses.
“Want to get inspired? An Interior Decorator put her own spin on Lundby’s Smaland doll’s house, and even offered simple DIY tips on how YOU can recreate this with your family at home!” http://lundby.com/en/guest-mija-kinning/mijas-top-tips-how-to-make-a-personal-dolls-house/
“This redesigned doll’s house will make you wish you were teeny tiny:
26
“Into crafting but don’t know where to start? Lundby offers easy DIY ideas to update your Smaland dolls house, including making your very own pillows and curtains. How cute is that? http://lundby.com/en/decorate-inside/decorate-with-fabrics/
27
New Content: Fall/Winter
“Looking for a fun craft to stay busy this fall? Lundby’s Smaland offers a world of design possibilities! Here’s how one reviewer at Rave & Review got into the world of crafting with Lundby: http://www.raveandreview.com/2015/05/lundby-makeover-creating-a-spa-retreat.html
28
Worried about putting together your Smaland Dollhouse? Our friends at Lucky Penny Shop did a step-by-step video and it’s easier than you think! https://www.youtube.com/watch?v=xA8A8QygrhM
We love how simple and easy @LuckyPennyShop put together their @lundbyofficial Smaland Dollhouse: http://tinyurl.com/pselajk
29
“We’re seriously flipping over these adorable DIY pot-holders for your Smaland Dollhouse kitchen accessories. Want to make them yourself? Head to Lundby.com/en for DIY crafts!”
“Put your family photos to good use: Frame them for your Lundby Smaland dollhouse! Head over towww.Lundby.com and click on "Do it Yourself” for step-by-step instructions on this adorable craft.”
30
CANADA ONLY:
“Is a Smaland doll’s house on your wish list? Enter for a chance to win the Lundby Smaland doll’s house right from Canadian Mom Reviews! http://canadianmomreviews.com/2015/09/smalanddollhouse/
31
Retailer Support: Top 10 Toys Lundby Event in Seattle. Created their event poster and helped coordinate supplies, dollhouse and logistics.
32
First Test: Lundby Content (ToolBox)
33
Final Layout: Lundby Content
34
Social Media
35
Instagram: Creating a North America Account Instagram has quickly grown into a massive social network with both a mobile and web presence. They recently announced direct link (purchase) capabilities, increasing sales for brands with an Instagram page.
Instagram currently has 200 million monthly active users. 60 million photos are uploaded to Instagram every day. 1.6 billion likes happen per day on Instagram. 50 Million users have signed up to Instagram in the last 6 months. 57% of Instagram users access the site every day. Engagement rates on Instagram are 15 times higher than Facebook and 20 higher than Twitter. The most popular hashtag on Instagram is #love. Today, 86% of top brands have Instagram accounts, that’s up from 71% from last year. 73% of brands post at least one photo or video per week on Instagram. Brands on Instagram with over 100K followers have grown by 163% in two years. 54% of brands promote their Instagram accounts through custom tabs on Facebook. Engagement with brand posts on Instagram are growing at a greater rate than brands are adopting the network.
The power of visual content is becoming increasingly important for marketers. Studies show that the visual appeal matters in 93% of cases when people go to make a purchase. Visual content is not only easier and faster for the human brain to process, it is a great way to generate more attention and leads. Photos can make or break our marketing strategy and should be considered highly important.
Visual data is processed 60K times faster by the brain than text. 40% of people will respond better to visual information than plain text. 65% of your audience are visual learners. On Facebook, photos perform best for likes, comments, and shares as compared to text, video, and links.
How We Would Use It: 1. Post Eye-Catching Image: Post product images, images of reviews, fan photos, DIY designs, accessories, in bright fun ways to attract attention. 2. Call To Action (CTA). To increase web traffic and engagement, we would try and to have a Call to Action as much as possible, such as #lovelundby, #mylundby #mylundby design for uploading personal fan photos of your Lundby renovations. We can also highlight and promotions we have going on at retailers like Amazon, or highlight #holidaymusthave for purchasing for the holiday season. 36
3. Post Your Username (and others!) Constantly: Another way to keep reminding our followers the exact spelling of our Username is to include it in every post we make. For example: “So happy you #love your new @lundbynorthamerica goodies @babyellestyle! #lovelundby #mylundby #lundbyaccessories”
We would also tag other Instagram profiles that have Instagrammed about us before, and even new ones that haven’t, in order to increase our followers. 4. SALES SALES SALES: Instagram (and Pinterest!) are now adding “Buy” buttons as an option for consumers to purchase the product they see in the photo. You can also add in links like “like2buy” in your profile that would directly link to the online retailer for purchase. In our case, we would have the Buy button, or Shop Now button, as well as the like2buy option directly linked to the Lundby Amazon Landing page. We are exploring additional options to see how we can utilize the direct purchase link throughout the account. 5. Logo. When you can add your company logo to your images it shows viewers who originated the content. As our posts are reposted and shared off Instagram, the number of people seeing your logo increases. Secondly, adding your logo will sometimes deter people from taking your content and using it as their own. We would imbed the Lundby logo within each photo to ensure total control. 37
Username Ideas: @lundbynorthamerica Why Use It: Capitalize on existing placements on Instagram. Capitalize on NEW placements on Instagram for targeted accounts. Increase revenue with direct links to purchase. Grow our social media community. Use it as another portal for retailers to show their in-store displays and photos (we can request these periodically on our newsletter/e-blasts)
38
Facebook: Creating a North America Account Facebook represents a huge potential market for your social media efforts, but it is becoming increasingly difficult to stand out from the crowd. The following statistics highlight some relevant Facebook facts and can ultimately help us navigate it better with a US Lundby North America Facebook Page. 1. Worldwide, there are over 1.44 billion monthly active Facebook users (MAUs) which is a 13 percent increase year over year. (Source: Facebook as of 4/22/15) What this means for you: In case you had any lingering doubts, statistically, Facebook is too big to ignore. 2. 4.5 billion likes generated daily as of May 2013 which is a 67 percent increase from August 2012 (Source: Facebook) 3. 936 million people log onto Facebook daily (DAU) for March 2015, which represents a 17% increase year over year (Source: Facebook as 4/22/15) The Implication: A huge and vastly growing number of Facebook users are active and consistent in their visits to the site, making them a promising audience for your marketing efforts. 4. There are 1.25 billion mobile active users (MAU) (Source: Facebook as of 4/22/15) an increase of 24 percent year-over-year. 5. In Europe, over 223 million people are on Facebook. (Source: Search Engine Journal) The Takeaway: This isn’t just a U.S. phenomenon – a worldwide market is available via Facebook. 6. Age 25 to 34, at 29.7% of users, is the most common age demographic. (Source:Emarketer 2012) What this means for you: This is the prime target demographic for many businesses’ marketing efforts, and you have the change to engage these key consumers on Facebook. 7. Five new profiles are created every second. (Source: ALLFacebook 2012) The Implication: Your potential audience on Facebook is growing exponentially. 8. Facebook users are 53% female and 47% male. (Source: Emarketer) The Takeaway: Since this isn’t a large statistical difference, you should be able to effectively reach both genders on Facebook. 9. Highest traffic occurs mid-week between 1 to 3 pm. (Source: Bit.ly blog) How this can help you: Since you have the potential to reach more consumers and drive higher traffic to your site during peak usage times, consider this statistic in determining when todo more frequent or important status updates, offers and other posts. 10. On Thursdays and Fridays, engagement is 18% higher. (Source: Bit.ly blog) The Implication: Again, use this information to determine when to post in order to optimize your social media marketing efforts. 39
11. Photo uploads total 300 million per day. (Source: Gizmodo) The Implication: Again, this is an indication of engaged users; also, it is an indication that there are a lot of photos, as well as other information, competing for users’ attention, so target your efforts strategically. 12. Average time spent per Facebook visit is 20 minutes. (Source: Infodocket) What this means for you: You could have a short time period to make your impression, so use it wisely with relevant, interesting and unique posts and offers in order to get the most return on your efforts. 13. Every 60 seconds on Facebook: 510 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded. (Source: The Social Skinny) The Implication: Again, there are a lot of engaged and active users, but also a huge amount of information competing for their attention, so quality and strategy on your part matter. 14. 4.75 billion pieces of content shared daily as of May 2013 which is a 94 percent increase from August 2012. (Source: Facebook) 15. 50% of 18-24 year-olds go on Facebook when they wake up. (Source: The Social Skinny) What this means for you: Facebook is important to these users, and potentially, if done correctly, so is the content you post on it. 16. One in five page views in the United States occurs on Facebook. (Source: Infodocket 2012) How this helps you: This is a huge market on the web; if you use social media marketing efforts on Facebook well, you could have huge returns to show for it. 17. 42% of marketers report that Facebook is critical or important to their business. (Source: State of Inbound Marketing 2012 The Takeaway: This is a crowded marketplace, but you can’t afford to sit it out, because odds are fairly high that your competition is there. The key is to use Facebook marketing correctly and make sure that your efforts stand out from the crowd. 18. 16 Million local business pages have been created as of May 2013 which is a 100 percent increase from 8 million in June 2012. (Source: Facebook) 19. 7.5 million promoted posts have been made from June 2012 to May 2013. (Source: Facebook)
How We Would Use It: We would post about the brand with the following in mind.
40
1. Be natural – Facebook is a fun and relaxed environment. People come on Facebook to have a good time so keep your writing natural, nice and drop out the too formal approach. Nobody wants to read boring posts.
2. Be topical, timely and relevant – Your posts should be written for immediate action – write your posts so they can be read and engaged with right now.
3. Be visual – Images are the most engaging on Facebook. Adding a good image will attract readers.
4. Keep it short – The shorter, the better. Posts of 80 characters or less are the most engaging. Learn to edit your posts so that they make sense in fewer words.
5. Be Emotional – Emotions sell and encourage readers to share. The most shared posts sway and persuade. They are invitations to discussion and interchange. Try to write posts that scream for reaction. Create posts for commentary.
6. Ask questions – Questions are a great way to get comments. But only ask questions that are easy to answer. If you can, place questions at the end of your post.
7. Post quotes – Inspirational quotes work very well across social media. Try also to post quotes within images.
8. Don’t game the distribution – Many are tempted to ask people to like their posts. In fact, Facebook is not a fan of call-to-actions to like or share and the algorithm may penalize these types of posts.
9. Post Full links – Use only full URLs when posting a link to an external website. Shortened URLs get as much as 3 times less engagement than full-length URL instead.
10. Be yourself – The most important is to be and speak as yourself. Your fans love you or your brand. They expect you to write in your usual tone of voice and make them feel like you talk to them directly, not as a corporation. Username Ideas: Lundby North America Why Use It: Capitalize on existing placements on Facebook. Use it as a platform to post blog reviews and contests/giveaways. Capitalize on NEW placements for targeted accounts. Increase revenue with direct links to purchase. Grow our social media community. Use it as another portal for retailers to show their in-store displays and photos (we can request these periodically on our newsletter/e-blasts) 41
Twitter: Creating a North America Account With Instagram and Pinterest already in place, we have several more opportunities for consumer engagement if we created a Twitter Account for North America. For example, at the beginning of the Summer, one of our bloggers @ShopwithMeMama held a contest for a Lundby Smaland dollhouse. The contest was retweeted by her followers a total of 6,456 times. If we had had a Twitter Account in Place, we could have used those retweets to leverage new followers and increase audience engagement. There are many opportunities to continue to use Twitter in Q4 and into 2016. Why Use Twitter: Why are brands using twitter for their business? Even twitter themselves know about the power of using twitter for business that they’ve set up a special twitter 101. Here is what twitter says
1. Connecting with customers This is the main reason why you should use twitter for your business. You will be able to connect with your customers because they themselves are using twitter. Twitter has become a daily routine where people log onto it every single day, some log onto twitter the first thing they wake up even before brushing their teeth. If you have an unsatisfied customer you will hear them on twitter. 2. Branding You don’t have to be a big brand like Dell, Nike, Starbucks to brand yourself on twitter. You can be an average joe and brand yourself on twitter. 3. Customers Feedback Once you have connected with your customers you will for sure be getting feedback on how you can improve your product, your services and maybe even improve your customer service. Listening to them will help you in the future. 4. Marketing One of the reasons to use twitter is you get to market your product or services to more people and the best part about that is its FREE. 42
5. News You can also give latest updates on twitter about your company by tweeting. 6. Give away coupon codes and promotions You can also tweet about new deals and coupons codes to help give your company the extra boost.
7. Twitter is Viral If you’ve succeeded gaining some popularity with your twitter account you will know how viral twitter can be. This will be part of your marketing strategies that you can use in the future. Dell has succeeded in making their tweets viral with their promotional tweets. 8. Spying on competition Did you know you can spy on competition too? Best part about this and spying on customers is that its FREE using twitter search. You can not only read what customers are talking about you but you can also read what customers are talking about your competition. If your competition is not doing anything with their customers complaints. Then what happens if you (the savior) suddenly tweet them “hey I heard you have a problem with…..” Just an example. 9. Increase Sales Twitter can help you increase sales and make a PROFIT. Dell is one of the companies that have increased their sales on twitter. How much sales? Imagine $6.5 million in sales as reported at mashable. 10. Brand loyalty At the end of the day, once you have engaged and helped your customers (your followers) on twitter, they will be loyal to your brand for a long time.
43
Instagram Account: Lundby_North_America:
44
Twitter Account: @LundbyOfficial
45
Lundby Kid Ambassador: Kenzie Padilla
46
Lundby: Child Ambassador Kenzie Padilla Lundby Ambassador: The Lundby Ambassador is meant to pinpoint a major child influencer who consistently reaches our primary target markets: kids ages 6+ whose parents seek the best products, regardless of price, based on recommendation. As a brand, Lundby is focused on its commitment to high quality, memorable products that promote classic and positive play for children. We are honored to submit Kenzie Padilla as our first ever Lundby Child Ambassador! As a Lundby Ambassador, Kenzie was chosen based upon her:
Deep understanding of the Lundby brand and its significance in a child’s life. Positive influence among the media and her readers. Significant following. Reputation for selecting the best products on the market for children and families. Exceptional writing skills and detailed reviews/posts. Consistent support of the brand prior to her Ambassadorship role.
As a Lundby Ambassador, she will:
Help tell the story/experience of the Lundby brand through her web sites, social media pages, events and more from May 2015 - August 2015 (Phase 1/Trial Period) and again from September 2015 - December 2015 (Phase 2). Be the first to receive the latest Lundby products for review/giveaways. Feature the Lundby Badge/Pin “Proud to be a Lundby Kid Ambassador” on her web sites, social media pages, etc. Include Lundby experiences at least 2 times per month (1 written review, 1 video) on both her web site and her social media pages. Posts will also be shared on partner blog, Classy Mommy. Spread her support of the brand with other influencers at various events including marketing/communication events, blog events and more. Authorize use of all Lundby videos, reviews, and posts to Lundby for use on their Web site, Social Media Pages, Marketing Materials, Retailer Communications, Online Retailer sites.
Lundby would provide her with all of the necessary tools she’d need, including:
A Lundby pin/badge to put on her web site Press Releases, Collection highlights, literature etc. to help with her posts. 2015 product samples for her to keep and help with product reviews, giveaways, gift guides and more. 47
About Kenzie Padilla: Kenzie, age 8, is a blogger and editor at her very own site: http://onekidslife.com/author/kenziepadilla/
48
Ambassador Placements: Classy Mommy: http://classymommy.com/mini-blogger-signs-with-lundby-lundbydollshouse/ *Over 850,000 unique visitors
49
Classy Mommy: https://www.facebook.com/classymommy
50
One Kid’s Life: http://onekidslife.com/thank-lundby/
One Kid’s Life: http://onekidslife.com/love-lundby-doll-houses-lundbydollhouses-lundby/
51
One Kid’s Life: http://onekidslife.com/introducing-lundby-dollhouse-5-reasons-awesome/ *Kenzie has been including direct links to the web site (product, DIY, etc.) to increase SEO and Link building.
52
One Kids Life: http://onekidslife.com/love-lundby-garden-set/
One Kids Life: http://onekidslife.com/introducing-lundby-home-productions-tv-show/
53
Classy Mommy: *Cross Promoting One Kids Life: http://classymommy.com/video/
One Kid’s Life: Make a Lundby Magazine: http://onekidslife.com/diy-lundby-magazine/
54
Classy Mommy: Make a Lundby Magazine: https://www.youtube.com/watch?v=OIPBI7-LOro
Classy Mommy: Twitter Page: @classymommy
55
One Kids Life: @onekidslife
56
57
One Kids Life: https://www.youtube.com/watch?v=bATd12QpTtU
One Kids Life: Winter DĂŠcor Items: http://onekidslife.com/love-winter-lundby-decorations/
58
59
Press Release: Announcing Kenzie as Our Ambassador:
60
Media Placements
61
3.7 million unique monthly visitors
62
235,000 unique monthly visitors
63
585,000 unique monthly visitors
64
2 million unique monthly visitors
65
4 million unique monthly visitors
66
1.5 million subscribers
67
1.5 million subscribers
68
1.5 million subscribers
69
1.5 million subscribers
70
1.5 million subscribers
71
1.5 million subscribers
72
350,000 unique monthly visitors
73
285,000 unique monthly visitors
74
2.8 million unique monthly visitors
75
2 million unique monthly visitors
76
4.7 million unique monthly visitors
77
2.2 million unique monthly visitors
78
1.3 million unique monthly visitors
79
1.8 million unique monthly visitors
80
800,000 unique monthly visitors
81
200,000 unique monthly visitors
82
233,000 unique monthly visitors
83
350,000 unique monthly visitors
84
2.2 million unique monthly visitors
85
Also shared on her Twitter Page : 17,000 followers
86
1.9 million unique monthly visitors
*Note: *We ensured that the direct purchase link to Amazon was included:
87
450,000 unique monthly visitors
88
1.9 million unique monthly visitors
89
90
91
92
93
950,000 unique monthly visitors
94
585,000 unique monthly visitors
95
285,000 unique monthly visitors
96
END
97