Retailers shift their ad spending from TV, radio and print ads to digital ads.
Artbeads.com’s pirate treasure hunt helps boosts page views by 60%.
Once managers at bead and jewelry supplies e-retailer Artbeads.com noticed that September 19 was designated as Talk Like a Pirate Day, it didn’t take them long to devise a way to engage customers with the pirate spirit.
In about a week, the company created a campaign involving a treasure hunt, videos and a pirate-themed sale offering 1,000 items priced at $1 and less. The campaign, which ended last week, has boosted page views by 60% and posted the highest page views since April.
For the treasure hunt, Artbeads, No. 388 in the Internet Retailer Top 500 Guide, marked down to a penny 170 items that could be found only when visitors searched product category pages on the site.
“We look for ways to delight our customers and create a ‘wow’ event,” says Steve Groenier, Artbeads vice president, search marketing and customer service. “With our massive products catalog of about 28,000 we need to work hard to drive customers deep into the site. We really think this accomplished our goal to expose more of these products to our customers and had the benefit of creating that wow event in the process.”
In addition to featuring the campaign prominently on the site’s home page, Artbeads promoted it through videos of staff dressed up as pirates and doing pirate impressions that it posted on social networks Facebook and YouTube. The retailer produced the videos in-house.
Groenier says their shoppers have been enthusiastic about the event as well. He adds that a customer service representative called him about whether to respond with pirate phrases to a customer’s e-mail message that used only pirate slang.