The world of shopping has changed drastically. Products are being promoted differently, and people focus on buying items based on their ideal image. People are more prone to look up products on social media. With this, companies need to change their tactics. To keep up with the newest trends, companies need to see what their consumers are into.
Collaboration Marketing
Collaboration marketing is when two similar companies come together for a common goal: to broaden their target audience or gain exposure. There are plenty of examples of this, but a significant one is Forever 21 and Sanrio.
Forever 21 is a clothing store geared toward young adults and teens. They have had a multitude of collaborations with Sanrio. Sanrio is the company home to several cartoon characters, such as: Hello Kitty, My Melody, and Kuromi. They released products such as hoodies, pajamas, and even accessories such as keychains or press-on nails. When released, these products almost immediately sold out because of the Sanrio characters’ popularity. Forever 21 has been collaborating with Sanrio since 2023, and the demand has not dropped into the new year.
For the 2023 Barbie movie, several companies and brands came together to promote it. Xbox released a special console in Barbie Pink, Impala Skates released Barbie and Ken’s inline skates on Venice Beach, and Spotify changed their play bar to pink whenever listening to the Barbie Official Playlist. The reason for their vast collaborations was to prove the diversity of Barbie and how it can be applied to anything. Promotion for the movie went above and beyond, even giving people the chance to live in Barbie’s Dreamhouse through Airbnb.
Influencer Marketing
Influencer marketing takes the place of social media marketing. One key difference is a company or organization is paying an influencer aligned with their product to promote them. An influencer is a person with a significant following on a social media platform. They promote products in exchange for giving companies traction.
Content creator @karissaeats on TikTok received a paid partnership from Nothing Bundt Cakes to spread the word about their Reese’s collaboration. She promoted the product by describing the texture and flavor vividly to her followers. She finished the video by telling her audience to go to a Nothing Bundt Cake bakery as it is a limited-time cake.
Flower Knows, a Chinese beauty brand, has emerged for its aesthetically pleasing products. Flower Knows helps to create many “douyin” makeup looks, which is a Chinese style of makeup. In videos she reviews all the complimentary products she receives and shows them off.
Email Marketing
Email marketing is a form of marketing that makes customers aware of in-store or online discounts, coupons, or products. It is a subscription service, and recipients can opt out of receiving them by unsubscribing.
Some websites allow users to create an account to receive the latest news from a service. Examples of these websites would be Aéropostale, Hollister. Co, and Lululemon. Email marketing may not seem like an optimal choice to businesses, as one of the fastest ways to get news of a product out is through influencer marketing. However, by solely using email marketing to send limited time coupons or news, it can rush customers to subscribe to a service’s mailing list.
The world of commerce is ever-changing, and so are people and their interests. Promotions such as emails or posters seem to turn a blind eye to busy consumers. Finding different ways to attract customers makes for successful marketing, and learning how to promote efficiently ensures that.
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