Integrated Marketing Campaigns, Multimedia Communications & Tory Burch

Posted on May 28, 2014

What is needed to create a successful integrated marketing campaign? How do you best reach out to your audience using multimedia communication techniques? Ask Tory Burch—this company seems to have all the answers.

According to the Tory Burch Facebook page, “Tory Burch is an American lifestyle brand that embodies the personal style and sensibility of its CEO and designer Tory Burch”. Founded in 2004, this brand is known for its colorful prints, cutting edge designs, and luxury materials. Tory Burch’s target market consists of “social media savvy women ages 20-40” (A Social Business Plan for the Tory Burch Foundation, 2012). Keeping the target audience in mind, Tory Burch’s marketing strategy consists of various multimedia communication channels including Social Media (Facebook, Twitter, Instagram, Pinterest, YouTube, Google+, and Tumblr), The Tory Blog, The Tory Burch App (in which 80% of users return to on a regular basis), and weekly e-blasts (Miller, 2013). Traditional communications mediums, such as commercials and print advertising, are rarely used by the brand. In an interview with Miki Berardelli, CMO of Tory Burch, he mentioned that the Tory Burch brand has, in the past, not had a very large marketing budget. They have needed to think strategically and create an integrated marketing plan that allowed them to achieve their goals while spending far less money than their competitors (Indvik, 2011).

Another way that Tory Burch is utilizing multimedia communications to reach customers is through cross promoting their brand with Fit Bit: “The fusion of fashion into technology will be an important part of the widespread adoption of wearable technologies, like Fitbit products” (Fitbit Partners with Tory Burch to Develop Fitbit Flex Accessories Collection, 2014). Tory Burch is creating a line of accessories centered on the Fitbit activity tracker. I think this a very strategic move for Tory Burch. Social media savvy women ages 20-40 that are interested in Tory Burch fashion may also be very interested in physical fitness. Also, if this group of women is able to spend $250 on a pair of shoes, they are most likely able to afford the Fitbit, which retails at around $100. Tory Burch is expanding their reach into the market and will be able to utilize Fitbit’s multimedia communications channels in addition to their own.

As Tory Burch continues to create integrated marketing strategies that incorporate various multimedia communication channels, I believe that the target audience will become further engaged with the brand. As a member of their specified target audience, I feel that their marketing strategy is very successful. I want to buy a new pair of shoes every time I see their e-blast or social media post!

Resources:

A Social Business Plan for the Tory Burch Foundation. (2012, May 03). Retrieved May 28, 2014, from Slideshare: http://www.slideshare.net/SeraMichael/team-tory-presentation2

Fitbit Partners with Tory Burch to Develop Fitbit Flex Accessories Collection. (2014, Janruary 07). Retrieved May 27, 2014, from Business Wire: http://www.businesswire.com/news/home/20140107005701/en/Fitbit-Partners-Tory-Burch-Develop-Fitbit-Flex#.U4Ybn3JdV8E

Indvik, L. (2011, November 26). How Digital Marketing Fueled Fashion Label Tory Burch’s Global Expansion. Retrieved May 28, 2014, from Mashable: http://mashable.com/2011/11/26/tory-burch-cmo-miki-berardelli/

Miller, G. (2013, October 18). Tory Burch’s Not-So-Secret Secret Weapon: The Customer Experience (and Technology). Retrieved May 28, 2014, from Upstream Commerce: http://upstreamcommerce.com/blog/2013/10/18/tory-burchs-not-so-secret-secret-weapon-customer-experience-and-technology