Retailers shift their ad spending from TV, radio and print ads to digital ads.
Drs. Foster and Smith set up a blogger to report on the just-concluded Westminster Dog Show. The effort aimed to build up the pet supplies e-retailer’s online community via social media including Twitter and Facebook.
Drs. Foster and Smith sent a staff member to report from the just-concluded Westminster Dog Show in New York. The effort aimed to build up the pet supplies e-retailer’s online community via social media including the blog on its e-commerce site, as well as Facebook and Twitter, Ellen Burgan, Internet marketing specialist at Drs. Foster and Smith, tells Internet Retailer.
“We are focusing on building an online community of people with common interests in pets-we want to be there for them,” Burgan says. “This gives pet enthusiasts another way to connect with us. Social media offers an easy avenue to do that and, hopefully, we’re building brand awareness at the same time.”
Drs. Foster and Smith, No. 100 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name), sent Matt Stelter, an employee in the company’s Internet marketing department who also is a dog breeder and an American Kennel Club-certified judge, to write about the dog show and take photos and videos.
Stelter sent his observations, video clips and photos to Drs. Foster and Smith headquarters where the content was posted to the company’s blog and to its Facebook site. Burgan also relayed some of the information to followers on Twitter, she says.
The dog show was Drs. Foster and Smith’s first foray into live event-based blogging and it might not be the last, Burgan says, although there are no immediate plans to do so again.
In addition to DrsFosterSmith.com, the retailer also operates LiveAquaria.com and PetEducation.com, and earlier this month launched FosterandSmithAquatics.com, which specializes in aquarium and pond products.