Friday, March 16, 2012

Pin your Brand

Businesses are beginning to get in on the Pinterest action, according to AdAge (via), including companies like Time Inc, Nordstrom, Etsy and Land’s End.

But, what’s the appeal? Several factors come into play:
  • Traffic. Time Inc’s Real Simple magazine site saw more traffic from Pinterest last October than it did from Facebook.
  • Purchases. Brands are counting on Pinterest’s ability to influence purchase decisions. During the holidays Land’s End even kicked off a contest focused on the site called “Pin it to Win it.”
  • Engagement. Nordstrom, which created a Pinterest page last March, uses the site as a way to learn about the community and engage with customers.
Pinterest currently has no formal policy regarding business involvement on the site, though it does decry blatant self-promotion. As with the early, pre-business page days of Google+, brands are finding ways to take advantage of what the site has to offer and connect with a well-defined user demographic (Women between the ages of 25 and 44, which comprise 59% of its readership, cites Mashable.).
A post at Read Write Web – How Businesses Are Using Pinterest – lists three ideas for brands considering establishing a presence on the site:
  1. Share ideas on how to use a company’s products. Whole Foods is doing this by creating “food porn” inboards that encourage use of its products.
  2. Host contests. RWW said Land’s End contest resulted in 10 Pinterest users receiving $250 gift cards for creating “inboards” of their favorite Land’s End products.
  3. Make products accessible. Users are posting images of their dream product – perfect last meal, over-the-top wedding or dream vacation – and companies are responding with images of their own.
Have you seen other successful company strategies on Pinterest?

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