A social network marketing strategy
For the last few editions of Première Classe, this foremost fashion accessory trade fair has been basing its digital strategy on the real-time viral marketing of its events.
Its objective: to share the Première Classe trade fair with as many influencers as possible through the use of social media. How? By inviting a maximum of visitors, exhibitors and reporters to share their experiences and content as the event unfolds. The company uses Facebook, Twitter, Pinterest, Instagram, Vine and other social networks to broadcast the highlights of the show and share new trends with its direct audience: professionals, amateurs, trend-setters, and the like.
WSN Développement is hoping that the Première Classe trade fair, which is currently a “connection point” between professionals, will become a “communication crossroads”.
For example, an image pinned on Pinterest can be re-pinned by members of the network; a photo posted on Instagram can be regrammed on a personal profile; a tweet can be retweeted by anyone on Twitter or shared on the profile of a Facebook user.
Any connected visitor of the Première Classe trade show can create his or her personalised content as the experience takes place (the discovery of a brand or model, an invitation to an event, etc.) by posting the information on his or her favourite social network. Likewise, he or she can share content with his or her community.
The trade fair itself keeps up on the information being shared using hashtags (keywords preceded by the hash symbol #). The event then takes the best of all these texts, photos and videos that have already been posted and reposts them to its own community.
It’s your turn!
From February 28 to March 3, 2014, Première Classe invites you to share your top picks from the 2014-15 autumn/winter collections live from the event using the following hashtags:
It’s up to you to choose the social networks to connect with. You are welcome to become part of the influence on the best accessory trends for the 2014-2015 autumn-winter season!
By Florence Julienne