Over the Christmas break one my favourite reads was Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuk. It’s a great book and a must read for any marketer.
Gary likens social media to the art of boxing. I’m not a sports fanatic (shopping is definitely my cardio!) but boxing is often called “the sweet science.” To those who understand and respect it, they see strategy. Gary explains “The right hook gets all the credit for the win, but it’s the ring movement and the series of well planned jabs that come before it that set you up for success.”
Right hooks are your sales driving posts, they might be discounts, offers, anything product and service related with an obvious call to action, to buy or enter your store/shopping centre.
Jabs are the posts you strategically send out in the lead up to your right hooks. They are pieces of content that appear native to the social networking site, engaging and in touch with news, current affairs or local events.
So my question is – are you sending out too many right hooks on your retail or shopping centre social networking sites?
In the world of retail and especially shopping centre marketing we use the right hook far too often and believe me, I too am guilty of it!
The issue we have as shopping centre marketers is that we’re working to increase sales and traffic for multiple brands and businesses. For many of us we have right hooks being emailed through to us weekly and sometimes daily from retailers. I understand the challenges you are facing, attempting to satisfy competing stakeholder needs, educating everyone that social media isn’t just about the right hooks and we’re all time poor and budget conscious. So my plan for 2014 is to help more shopping centres and more retailers with their jabs to ensure that your right hooks achieve maximum impact, are you up for it?
Join me in my next blog post when I reveal one way that I can help you for free in 2014.
Author: Celina Johnson
• Customised social media set up
• Daily Monitoring of your social media
• Marketing Plans and Strategies
• Experienced in Shopping Centres
• Experienced in Retail
• Experienced in Small Business
• Media trained
• Experienced in stakeholder liaison