While getting some Christmas shopping done these past two weekends, I noticed that Pinterest has taken some creative steps to promote its social network beyond the screen. At a Westfield Mall for example, Pinterest had a large display of what a “live” life-sized Pinterest Board would look like with a sign next to it saying “Pin it to win it! Enter to win all the prizes on our “Holiday” Pinterest Board. Follow @ValleyFair on Pinterest”
On Black Friday, I saw Pinterest tags by select products throughout Target, indicating that these items are “top pinned on Pinterest @Target”
Additionally, I noticed many customers taking pictures of both the mall display and Pinterest promoted items from Target. Assuming that most of them are either Pinning these items or visiting the retailer’s Pinterest page, it could be safe to say that Pinterest’s effort to reach users beyond the computer screen can reap big rewards.
The Pinning and discovery of products normally happens on screen with Pinterest. Now, popular items are getting the Pinterest boost with these new in-store displays and shelf tags. What you do on Pinterest is no longer isolated to just the computer or phone screen. Your items could very well be featured in such displays, or called out with shelf tags. Your social marketing strategies should address the fact that consumers can interact with your brand beyond the screen. And it should account for the much wider audience; some of which may not even use Pinterest, or have not heard of your products otherwise.
Being able to reach and engage with your target audience beyond the computer screen can help brands bring in new Pinterest followers. It can lead to new customers, while keeping your loyal customers engaged at the same time.
How Advertisers Can Take Advantage
When a user does a search within Pinterest, results are intent-based. When users are actively looking for inspiration from a certain item or idea, the results are relevant to their query. With new marketing initiatives such as Westfield Mall’s “live” Pinterest board and contest or Target’s “top pinned” items, retailers are given the opportunity to initiate engagement with consumers on Pinterest beyond the computer screen. Instead of having to wait for customers to engage with them, brands can get the ball rolling first through in-store strategies such as Target’s and Westfield Mall’s.
With this decorative figurine from Target for example, shoppers who see the Pinterest tag can look at Target’s Pins and Boards for inspiration on how to use the figure to decorate the fireplace mantle and provide shoppers with suggestions for items that complement the figurine – ultimately leading to more sales.
Marketing initiatives that go beyond the screen are a great way to help drive traffic to both the social network and build brand awareness for advertisers, especially during the holiday shopping season.