Examining the Social Media of The Red Dress Boutique

For this week's blog post, I'm going to examine the specific social media marketing tactics of my favorite local business, The Red Dress Boutique. Founded 10 years ago, the boutique, which has both a downtown and online presence, now boasts millions in annual revenue. What is this business doing differently from other boutiques?

Their strongest player: Facebook
In a new era of lower organic reach and lessened sharing/interacting, this company's Facebook page boasts heavy interaction on most of its daily posts. Several unique elements comprise their Facebook strategy:

• Focus on interactive posts. Almost every post is relevant to fans. Some posts ask questions (one popular type shows photos of 3-4 outfits and asks users which is their favorite), some posts excitedly remind users of new arrivals, and some simply ask such questions as what types of items users would like to see added. 
• Imagery consistent with branding. The company was founded on the idea that a woman's outfit can provide her with confidence and happiness. Photos of inventory reinforce this concept. Rather than taking a simple photo of a model wearing an outfit against a plain background, the photographer captures seemingly candid moments of the models in bright, confident poses. Consider these images as examples:


• Emphasis on daily new arrivals. Daily new arrivals, in and of themselves, are one of the strongest aspects of this company. The Facebook posts center around them, reminding users when they are available for purchase (10:15AM weekdays, 9:15 PM weekends). In between these times, posted content includes sneak previews of upcoming new arrivals, new ways to style recent arrivals, and reminders to set alarms. (From a marketing standpoint, as an added stroke of brilliance, they add a sense of urgency and favoritism to almost all new arrivals, in order to encourage customers to purchase as soon as possible so as to not risk the item selling out on them.)
• VIP Program. The owner, Diana, prioritizes her presence in the boutique's daily operations. One method of connecting with customers is her VIP program - a separate Facebook profile that she personally runs. Through the page, she offers discounts, exclusive behind-the-scenes peeks, and other members-only perks. The page is limited to 5,000 friends.
• Excited, confident, authentic voice. In accordance with its goal of providing women with clothes that make them feel excited and confident, the voice of the posts contains an authentic zeal. This enthusiasm inspires a similar excitement among customers.
• Dedication to responses. Last, but not least, the company prides itself on its timely response to user inquiries and comments on the page. Whether it is someone asking for outfit styling tips, voicing issues with an order, or simply sharing excitement over a new outfit, the boutique responds quickly and in a friendly, professional, engaging manner. If I recall correctly, I believe I read that they specifically have a Facebook/social media team.

The results? See for yourself:

2,300 NEW weekly likes... at their lowest point of recent activity.

Their silent-but-deadly player: Instagram
Instagram is a unique platform in that it is almost purely image-based, and that organic reach is 100%. Companies whose sales are driven by image rely on Instagram, and rightly so. Red Dress Boutique is no different. Its general approach is similar to that of Facebook, but several differences make it unique.

• Bright, colorful images: Instagram images are considerably brighter in color than potential neighboring images. Giveaways and discounts are emphasized in this manner. This image, for example, is unmistakable in any fan's feed:
  
• Inspirational quotes: One way RDB solidifies its branding is by uploading inspirational and motivational quotes and photos. Fans are encouraged to be hardworking, ambitious, and confident. I once reposted one of these images, tagging the store's account in my description. Within several hours, I received a comment from the account, offering additional encouragement -- the specific quote read: "Love it! Good luck with everything, we're rooting on you!" Now THAT'S interaction.
  

Other marketing tactics

• Buy for the Boutique: The company runs a program in which the owner posts photos of outfits and pieces she finds at market and asks users to vote whether they would or would not like for the company to sell them. It allows customers to not only tap into their inner stylists and voice their opinions, but also to have the opportunity to customize the boutique to their preferences.
• Unique advertising: With 7% of revenue coming from its physical location, the company has begun to creatively advertise in a way that drives traffic towards it. A recent method was to have the store "take over" the Instagram. Throughout the day, models wore various outfits sold by the store and took photos at landmarks in Athens. Not only did this provide styling tips and show outfits in "real time," it solidified the company's pride in its Athens presence.

There are honestly so many more points that can be made about RDB's social media strategy, but these are the main focuses. The lesson here is that the company focuses on branding and consistency. All posts, no matter how different or unique, always follow the same principles, solidifying the positioning of the company's brand in customers' and fans' minds.