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Fair wind of Tall Ships drives success of high street retail campaign WDYT

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Written by: Andrew Merrell | Posted 01 June 2017 7:50

Fair wind of Tall Ships drives success of high street retail campaign WDYT
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A campaign to help drive social media users into the county’s high street shops has been achieving incredible traction, thanks in no small part to a fair wind from the Tall Ships Festival.

Called simply #WDYT (as in what do you think?) the aim of the campaign is to garner the attention of those browsing for purchases on-line and direct their attentions to shops where they can get their wares.

By encouraging customers and businesses to share pictures of potential purchases via social media using the above hash tag the campaign aims to both create an audience and influence its spending.

A pre-Tall Ships competition for the Cheltenham fashion store Bodega reached nearly 100,000 local shoppers, according to the team behind #WDYT and one offering a family ticket for the weekend’s Tall Ships at Gloucester Docks also hit the spot.

Polly Barnfield, OBE, ceo and founder of Maybe*, the company driving the campaign, said: “The Tall Ships competition was featured on Gloucestershirelive.co.uk describing how to enter and was also promoted across social channels.

“Gloucestershire Live tweeted about the campaign to their 17,400 Twitter followers, linking readers through to the website page. And also posted the competition on their Facebook page to their audience of 37,756. This achieved 832 likes, 440 comments and 102 shares.”

The Trinity Mirror platform achieves almost 200,000 page views a day and reaches more than 1m people a month.

“Gloucestershire Live also posted it on their Tall Ships Facebook page, which achieved 2,731 shares,” added Ms Barnfield.

“The Maybe* team promoted the Tall Ships competition through the GlCardGlos Twitter channel to their 1,909 Twitter followers and achieved a 6,876 impressions including 500 total engagements and increasing their Twitter followers by 331.

“Maybe* also shared the competition with their Facebook audience, the post achieved a reach of 9,000 with over 600 engagements. And over 100 likes and comments through Instagram.”

All of which saw the campaign a reach a total of 45,000-plus people.

The campaign is being pushed at retailers and businesses not just to help them benefit but to raise awareness of what they could be missing.

“Deloitte says that by 2020 80 per cent of retail will still happen off-line. Amazon is buying physical stores,” said Ms Barnfield. “However, 46 per cent of these transactions will begin on-line.”

Currently up to 74 per cent of high street retailers have no active social media presence, up to 55 per cent of High Street retailers have no e-commerce facility and up to 40 per cent of high street retailers have no website at all.

Since February 2017, the campaign has gone live in seven towns and cities and the data collected is being linked with local footfall devices to reveal the impact of digital influence on local footfall. A further 15 towns and cities are also in discussions to go live, prior to a nationwide roll-out later this year.

To get involved with #WDYT both business owners and their customers can simply post pictures to Twitter or Instagram using #Town and #WDYT and, where possible, @mention the local business too.

 

Diary Date: Seminar will help businesses use WDYT on-line initiative win sales

As a proud member of #WDYT we’re given you the exclusive opportunity to attend a free digital marketing workshop hosted by our expert marketing consultancy partner, Trinity Mirror South West, writes Nigel Black.

Trinity Mirror plc are the UK’s largest publisher of regional newsbrands and specialise in providing and implementing the latest in digital marketing solutions, giving your business the unique opportunity to connect with an unparalleled audience on your doorstep.

We all need to fight for footfall and get customers coming through the door, this event will show you how to be more visible online and the cumulative effect of that on our town.

This event will provide you and your business with access to a range of elite marketing opportunities designed and developed to deliver digital response and footfall.

Hosted by Jon Payne, a search and social media guru, Founder and Technical Director at Noisy Little Monkey www.noisylittlemonkey.com. His successful sales career stretches back some 20 years with the last dozen or so working online.

For the last 7 years Jon’s focus has been Search and Social Media Marketing. In addition to his role as ‘Great Ape of Inbound’ at Noisy Little Monkey and is determined to make you laugh and make you think. Sometimes both.

As your partner, we’ll give you the advice and skills you need to increase footfall.

Nigel Black is head of marketing for the South West for Trinity Mirror Plc.

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