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Mar 16 2017

Instagram, Baby Moccs and Marketer’s Weakness

I’ve never been particularly fond of moccasins, and I’ve always thought baby shoes were a waste of money. But I’m currently obsessed with Freshly Picked baby moccasins. This, dear reader, is a story about storytelling and how one shoe company has used it to to build an incredibly successful business.

I was introduced to Freshly Picked at a friend’s baby shower, when my son was two and my daughter was simply a twinkle in my eye. While I wasn’t super impressed with the look of moccasins, the idea of soft soled shoes appealed to me. I quickly followed them on Instagram while I munched on cake. When I got home, I looked at the website and saw that the cost averaged $60. Sixty bucks for baby shoes? No thanks.

But I never unfollowed them. I watched as they released new designs and I started to actually like the look of the shoes. I saw pictures of chunky legged babies and energetic toddlers living fantastic lives, so it seemed, because of the moccs. I read testimonials from other moms claiming these were the best shoes ever. And now, as we approach my daughter’s first birthday, I am saving up to give her a pair of Freshly Picked moccs. I’ve caught the bug, and I’m not even sorry about it.

Surely, a company hasn’t turned me into a believer simply through their Instagram feed? They have. Honestly, it’s the only interaction I have had with them. Here’s how they did it:

Powerful visual storytelling

They’ve dubbed their shoes “memory keepers.” After a while, the baby’s footprint will appear at the bottom of the shoe. Their instagram feed is full of mom’s sharing old pairs of moccs that they hang onto because they love the footprint. It reminds them of park days, birthdays, first steps, first vacations, games of tag with siblings. Other FP posts show pictures of these events, smiling babies on a swing, sleeping newborns, big kids walking off to kindergarten. Scrolling through their feed is like looking at photo albums of a million happy, healthy, mocc wearing babies. Who doesn’t want that story for their kids? And while I know my kids can be perfectly happy without these shoes, cute shoes certainly don’t hurt.

Focused messaging

About 90% of Freshly Picked posts are about their moccasins. Whether it’s introducing a new design or showcasing a babe wearing their shoes, it’s mocc talk most of the time. When they do sway from the messaging, they still remain in the same sphere of family and baby products. This is important because it builds brand consistency, reinforces the message, and reduces risk of conflict or offense. As the old adage goes, do one thing and do it well. They do moccs and they don’t pretend to do anything else.   

Lots of engagement

I think they average one contest a week. And generally they are the same…in order to enter, you have to like their post and tag a friend. My friend and I tagged each other in every contest for a  year before one of us won (she did, not me. Sad day) And we could tag multiple friends for multiple entries, so I introduced a few friends to the brand through tagging. Those are simple actions for followers with a big impact for the brand. They have 724,000 followers. If even just 10% of those followers tagged one friend every contest, that’s exposure to 72,400 new followers every contest.

Freshly Picked not only encourages engagement from their followers, they do their part to engage as well. They respond to comments and questions on their posts, they like comments, and they repost photos of their customers sporting the moccs.

Through this engagement, they have created a community. While their Instagram feed is definitely a place where they introduce new product, advertise sales and encourage people to buy, it doesn’t FEEL like one big advertisement. It feels like a community, like a series of small stories. That’s why I keep following.

As someone who works in marketing, I like to consider myself immune to the “tricks of the trade.” But the truth is, the tricks work. Which is why baby girl will be getting a pair of ridiculously priced moccs on her first birthday. Sometimes, you just  gotta give into the emotional marketing, even if you know better.

Freshly Picked Baby Moccasins freshlypicked • Instagram photos and videos

Mar 07 2017

Baseball Schedule Postcards Ready To Order

Celebrate baseball’s opening day by mailing the complete season schedule for the Angels, Dodgers or Padres. These pieces provide valuable information that recipients are likely to keep around for a while, so they are perfect  for building name recognition. Opening day is the beginning of April, so order today to ensure timely delivery.

Download Baseball Schedules 2017 order form

baseball schedule dodgers baseball schedule padres baseball schedule angels

Mar 07 2017

4 Reasons To Start Farming Today

At One Step Services we are huge supporters of geographic farming for real estate agents. It’s simple, affordable and effective. If you haven’t yet, we highly encourage you to make farming a central part of your 2017 marketing plan. Here’s why:

TTMarch7 TTMarch14 TTMarch21 TTMarch28

Follow us on Facebook, Twitter and Pinterest for more real estate marketing tips!

Feb 24 2017

First Five Marketing Pieces For New Real Estate Agents

So you’re a new real estate agent? Congrats! We’ve worked with agents for over 20 years, and we know how much hard work goes into getting your license. Now that you have the license, and you’ve chosen a broker to work with, it’s time to start getting your name out there.

Marketing your real estate business can be overwhelming, especially at the beginning. There are SO MANY different strategies, products, channels and all of them promise success. However, you don’t have the money or time to try them all. So here are the 5 most important marketing pieces you need as a new agent. Invest in these and save everything else for when you close that first deal.

First Five Marketing Pieces for real estate agents

Order your business cards, signs, brochures, stationery, and listing presentation from One Step Services! We create custom designs that will set you apart from your competitors. We are also experts in real estate marketing strategy and can help you create and execute a long term marketing plan to generate leads and get referrals. Call us at 949-587-5301 to set up a free consultation.

Feb 23 2017

Direct Mail Postcards Generate Real Estate Leads

We’ve got two new content ready postcards for you. These cards are perfect for:

  • Agents who don’t currently have listings to advertise
  • Agents establishing their presence and expertise in a new farm
  • Agents who want to use direct mail to generate new leads

Download the March Content Ready Postcards Order Form. Fill it out and either email to info@onestepservices.com or fax it to us at 949-452-0381

Sell Sooner Rather Than Later

Sell Sooner content ready postcard

We all know that mid spring through summer is the most popular time to list. Encourage owners to get ahead of the game by listing now. This postcard gives 4 reasons why.

Don’t Chance Your Home

gambling themed real estate postcard

You don’t just want people to list their homes, you want them to list their homes with you. This postcard encourages them to list with you rather than try to sell by themselves or with an inexperienced agent.

Feb 13 2017

Monday’s Mailbox Is Stuffed With A Neon Pink Envelope

I received a fantastic lead generation piece from a real estate agent last week and had to share. The video is short and I highly recommend watching for the full scoop, but here are the highlights:

  • Bright colors attract attention
  • Handwritten notes make the piece more important
  • Adding something like a magnet will improve brand visibility even after the note gets thrown away

 

Jul 02 2013

Have You Been Consistent In Your 2013 Marketing?

direct mailWe’re halfway through the year. How are your direct mail marketing efforts coming along? If you aren’t getting the results you want, it might be because you aren’t mailing as often as you should.

The key to success in direct mail is consistency. You must consistently send branded pieces to the same people in order to increase brand awareness, gain trust, establish yourself as an expert and get the phone to ring. If you aren’t mailing at least once a month, you aren’t being consistent.

If you can’t afford to mail that often, consider walking and dropping your pieces instead. This way your marketing is still getting in the hands of your audience and you save on postage costs.

Get back on track and start mailing today.

Need help staying on track? We can call or email you reminders whenever it’s time to mail. Just let us know when you want to mail, i.e. the first and third Tuesday of every month, and we’ll remind you when it’s time to prepare that mailing piece. Call us at 949-587-5301 or email info@onestepservices.com and ask to be put on our call list.

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