Marketing Pilgrim Published: “57 Percent of DIYers Turn to Online Videos for Help and Inspiration” plus 1 more |  |
| 57 Percent of DIYers Turn to Online Videos for Help and Inspiration Posted: 07 Feb 2014 01:21 PM PST
It all begins with good intentions. 1 in three said they plan to upgrade or redecorate their homes in the first part of 2014. Top projects for home owners include bathroom re-dos and landscaping. Renters will be concentrating giving their bedrooms and living room a fresh, new look. Online Inspiration Though most people (44%) said inspiration comes from their own imagination, up to 35% said they go online for ideas.
Only 19% of people have created online look books to share their ideas with others. Gender doesn’t matter when it comes to video. More than half of those surveyed said they intend to watch videos to help with their home improvement project. The percentage gets even higher when you look at older age brackets. 63.8% for men over 55 and up to 64.6% for women over 35. In other words, this is one of the few categories where video viewing rises with age – likely due to the fact that people over 35 are more invested in their home than younger people who are still on the move.
DIY Tips are the most popular videos in this category. Home decorating is hot with women, men lean toward home renovations and outdoor living. Here’s one last interesting fact. Nearly half of all home improvers simply want to change the look, feel or layout of a room. In other words, they’re just looking for a cosmetic fix. That’s great news for home goods retailers. All you need to do is present your customers with striking photos and informative videos and they’ll line up to buy.        |
| Marc Jacobs Fans Line Up to Exchange Social Media Nods for Gifts Posted: 07 Feb 2014 12:35 PM PST
This isn’t the first time we’ve seen this concept. Kellogg’s did it last year in London and it’s really the manifestation of two trends – social media payment and pop-up stores. And technically, you’re not really “buying” anything, you’re getting a free gift, which legally, they probably have to hand you anyway if you just ask for it. People who have been writing about the shop say that a Facebook post will also get you your free perfume sample. But the instructions seen here (Photo: Racked New York) clearly state Instagram or Twitter sharing only. A quick look on Twitter leads you mostly to Instagram images so that’s a win-win for both networks. Actually, the majority of Tweets I came across were from people sharing the news story, not sharing to get their gift. In addition to perfume samples, the Marc Jacobs Shop is also giving away hourly prizes including pricy handbags. And if you don’t win, you can still get a free manicure. Here’s caseybrown_ doing exactly what the marketers hoped she would do. She had someone snap a photo of her and her friends, included the Marc Jacobs daisy, then uploaded it to Instagram with the #MJDAISYCHAIN hashtag. Then she pushed that out to Twitter where I found it. But it doesn’t stop there. A curious follower asks how it works and she exuberantly and naturally explains everything. That’s marketing gold right there. They also were lucky enough to get Tweets from celebs like The Vampire Diaries and The Originals star Phoebe Tonkin.
269 reTweets and counting. At the heart of it, the Marc Jacobs Daisy Tweet Shop is nothing more than a promotional giveaway booth. We’ve seen them before millions of times. But by adding the social media twist, they’ve turned a typical promo into a news story. How are they doing? Here’s the 24-hour trend graph from Hashtags.org.
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