Social Media Marketing Strategy From Brooks Brothers
I am a big fan of everything Brooks Brothers and today I noticed something else to appreciate-it's their Facebook page. For small businesses that are looking for social media marketing practices to copy, it's a good site to learn from. Here are several examples.
Branding
Brooks Brothers does a consistently excellent job of branding their messages. The email that announced the Facebook page is consistent with the Facebook page, which is consistent with the direct mail catalogs...you get the picture.
Persona
There's definitely a different tone and personality to the Facebook page compared, for example, to the catalog. You can catch it in the nature of the conversation on the Wall. Consider, for example, this piece of Brooks Trivia:
"To draw upon the metaphor of mainstream American ambition, author Ernest Hemingway mentioned Brooks Brothers in what novel? Visit @BrooksBrothers on Twitter for a sneak peek at the answer—and other timeless tweets from America’s original clothier."
It's obviously appropriate to have a different persona for each audience including the Facebook audience. This helps to create community and generate conversations.
Positioning
Brooks maintains its upscale, refined positioning. What other company would have a daily "sartorial" debate (e.g. plain or pleated pants)? Reinforcing its positioning as the traditional arbiter of good taste are archival references and photos (e.g. a 1944 ad for men's suits and overcoats).
Cross-Promotion
You find effective cross-promotion everywhere. What I learned was that Brooks supports both benefit and private events at their New York stores (and probably other locations). The private event was a VIP experience with the cast of the Broadway Show, The Adams Family. I was also impressed with the Mad Men (TV series) Suit Launch Party. You guessed it- plenty of photos under the Photo tab.
But Not Everything Is Perfect
The Men and Women tabs don't seem to be working. Great opportunity to sell, but there are no links to merchandise. Obviously, you can't be asleep at the switch.
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