Promotion of a Fashion Startup Through Social Media
Zimikhina, Daria (2013)
Zimikhina, Daria
HAAGA-HELIA ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013120219434
https://urn.fi/URN:NBN:fi:amk-2013120219434
Tiivistelmä
This thesis is commissioned by a fashion startup company. The goal was to find out how to attract new customers via social media at minimal costs.
The research was conducted using both quantitative and qualitative research. However, traditional quantitative research had the biggest impact on the results. Relevant literature was reviewed; an interview and a survey were also conducted. The results helped to better understand how to get consumers’ attention in a fast developing market, i.e. social media.
The theoretical part describes social media in general and the various types of them. It also discusses changes in marketing caused by the increase of digitalization in people’s everyday life. One such change is the new fifth P in the traditional concept of the 4Ps of the marketing mix, i.e. participation. It refers to the fact that promotion is becoming dialogical and interactive. This new “pull marketing” strategy suggests that it is best to attract customers gently, letting them come to the company themselves.
In order to attain new customers a company has to offer them unique and interesting content. Confirmations of this statement were found at every stage of the research: in professional literature, the interviews and the survey. The survey concentrated on finding the right content for young women between the ages of 20 and 35 around the world. The results showed general tendencies in their interests that can be used in order to engage them in interaction with the company. Among other things, it was interesting to find out what actually influences young women to use social media. The absolute leader turned out to be the category of “humor,” as 44% of respondents ranked it as the most attractive; it was followed by the categories of “quality articles” and “statistics.” The least influential categories regarding this were “pictures of cats and dogs” and “charity projects.” The survey had 190 respondents over a seven-week period.
The results of the thesis research are summarized in the form of recommendations for the commissioning party. These can be used for enhancing its marketing strategy and thereby increasing awareness, attaining new customers and strengthening relationships with them.
The research was conducted using both quantitative and qualitative research. However, traditional quantitative research had the biggest impact on the results. Relevant literature was reviewed; an interview and a survey were also conducted. The results helped to better understand how to get consumers’ attention in a fast developing market, i.e. social media.
The theoretical part describes social media in general and the various types of them. It also discusses changes in marketing caused by the increase of digitalization in people’s everyday life. One such change is the new fifth P in the traditional concept of the 4Ps of the marketing mix, i.e. participation. It refers to the fact that promotion is becoming dialogical and interactive. This new “pull marketing” strategy suggests that it is best to attract customers gently, letting them come to the company themselves.
In order to attain new customers a company has to offer them unique and interesting content. Confirmations of this statement were found at every stage of the research: in professional literature, the interviews and the survey. The survey concentrated on finding the right content for young women between the ages of 20 and 35 around the world. The results showed general tendencies in their interests that can be used in order to engage them in interaction with the company. Among other things, it was interesting to find out what actually influences young women to use social media. The absolute leader turned out to be the category of “humor,” as 44% of respondents ranked it as the most attractive; it was followed by the categories of “quality articles” and “statistics.” The least influential categories regarding this were “pictures of cats and dogs” and “charity projects.” The survey had 190 respondents over a seven-week period.
The results of the thesis research are summarized in the form of recommendations for the commissioning party. These can be used for enhancing its marketing strategy and thereby increasing awareness, attaining new customers and strengthening relationships with them.