Bluefly.com reaches its target audience through the mass media
Bluefly.com has found a way to reach its target audience—fashion-conscious, obsessive shoppers—using traditional mass media, such as television, radio and print, says Bradford Matson, chief marketing officer.
Bluefly has placed ads in shows such as Sex in the City, a cable series chronicling the tangled relationships of four single women in New York, and Project Runway, a reality series in which 15 fashion designers compete to show their designs during New York’s fashion week, Matson says.
Likewise, Bluefly selects shopping magazines such as Elle and Lucky to showcase the print ads. “We favor behavior over demographics,” he says. “Do they have the fashion quotient and the hip quotient that we’re looking for? We know that’s where we’ll find our customers.”
Bluefly also coordinates online marketing with the mass media campaigns. For example, the retailer always runs an online sweepstakes concurrently with the TV ads. “Television’s job is to create some interest and awareness,” Matson says. “Once we get them to the site, it’s really the job of smart online direct marketing to convert them into shoppers.”
During the first six weeks of Bluefly’s fall 2006 campaign, traffic increased 60% over the prior six weeks, and the number of new buyers increased 25%, CEO Melissa Payner said during Bluefly’s third-quarter earnings conference call.
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