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Converse use Twitter to promote marketing activity to consumers in Mexico
- Converse respond to consumers who discuss their marketing activities: Consumers say they “want to take part” in the “Girl/Boy of Converse competition 2010”. They ask for “more information”, say they will “upload a photo” or ask to “see the latest competition pictures”. Some consumers ask Converse if they are “planning on giving free gifts through Twitter” or say they are “happy to have won the Broken Social Scene CD”. Converse send general tweets to all their followers promoting the competitions and “thank” consumers for sending pictures for the competitions. Converse tweet directly to consumers to resolve queries about the competitions
- Some consumers tweet about Converse products: They say they “want” or “already have” Converse shoes and ask when new designs will be available. One user reveals a unique approach to Converse ownership, telling the brand they are “painting art” on their shoes. Converse send links to special offers to those who discuss the products and encourage the consumer who paints their shoes to “show us the designs”
- There is a small amount of brand buzz: A few consumers mention the Converse brand in their tweets or joke directly with the Converse Twitter handle
- Converse’s Twitter activity does not make discussion any more positive in sentiment: Both original consumer tweets and responses to Converse’s tweets are positive in sentiment. Consumers respond to Converse's tweets by saying “thanks for the advice” and asking for “information about the competition winners”. A few complain that their picture “still can’t be seen on the site”
- The Twitter activity is moderately successful at extending consumer conversations: 29% of consumers who Converse tweet directly to reply with a further tweet of their own
Distributors also benefit from Converse's marketing strategy. The use of the internet puts the company and distributors in a win-win situation. I recently visited AmericanaAtheletics and purchased Jack Purcell converse and instead of buying straight from Converse, I've just preferred the distributor because the site navigation is much easier and less hassle.
the converse is one of the top seller in the market. twitter is really helpful for the increase of revenue. by the way guys if you are looking on how to market your products on twitter i think there is a solution for you. i made some research and saw this "marketing on twitter."