Guest Column: Stationery brands write next level of communication

Guest Column: Stationery brands write next level of communication

Author | Windchimes Communications | Thursday, Feb 07,2013 8:10 PM

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Guest Column: Stationery brands write next level of communication

Social media has reached a phase where a person’s tweet is a great matter of concern for all brands, Facebook posts are clearly analysed by organisations, followed by LinkedIn updates which foster insightful studies. Pinterest, YouTube & Google+ also queue up as some of the most effective social media tools triggering the finest marketing strategy for brands across the globe.

In the past few years, technology has changed the way stationery brands approach their target audience. Now, it’s not just the next door neighbor who hears about it, but the entire world. The basis of this fact is a clear indication of social media influence. Stationery industry is moving ahead with a great pace to stand out from the competition and acquire attention from its consumers.

Kids being the primary target followed by corporate and other segment, it turns out to be great challenge for the stationery sector to structure its loom towards them. Innovations, designs, variety and quality in the stationery products are some of the top attributes that instigate the buying behaviour. With social media, marketing has become more like a conversation. People view, review and communicate your brand out to the world across platforms. Blogs, social media platforms, review sites, videos and a lot more are branches to the root of your communication.

Marketing your stationery products online has a potential to offer you a variety of benefits. Spreading the word about your stationery business can lead to increased sales, fans and identity across. Social media also allows you to stay in touch with existing customers, which can help you develop long-term relationships with loyal customers. Many stationery brands such as ITC Classmate, Faber Castell, Staedtler, Staples, Post It, Scotch, Pentel, Crane & Co. etc. are implementing social media strategies into branding and marketing effectively. Marketing is measurable; therefore, one can track and re-use the marketing strategies that produce the maximum return on investment for your stationery products business.

Social media integration into the stationery sector sounds as a challenging factor but when blended together with appropriate strategy and planning, it exhibits flavourful outcomes. As a stationery sector, one must talk about the strength of social media and using internet as a marketing tool.

Have a look at how some of the stationery brands are shining on social media…


ITC Classmate
Classmate has gradually evolved with its successful presence across social media platforms. Its presence on Facebook, Twitter and YouTube has added a silver lining to its cloud of products, services and offerings. It’s loved by students and appreciated for its approach.

Facebook


Twitter


YouTube


Staples

Staples is the world's largest office products company and a trusted source for office solutions. It provides products, services and expertise in the categories of office supplies, technology, furniture, copy and print, and cleaning and breakroom. It has achieved a great recognition on social media.

Facebook – India


Facebook – US


Twitter


Google+


YouTube


LinkedIn


Staedtler

Facebook


YouTube


Post-it

Facebook


Twitter

Pinterest

Faber Castell
Faber Castell is a leading stationery company which offers range of colouring and writing instruments for schools and offices. It exports to over forty countries and has seven manufacturing units across India producing high quality products, safe for children and environment.

Twitter

Pinterest


Moving on, there’s Crane & Co., a stationery brand that has implemented immensely beautiful innovation and design into its products. It is very active on social media and a very inspiring brand of the industry.

Crane & Co. is a well known brand in stationery and innovations.

Facebook

Twitter

Pinterest


YouTube

User experience should be the top priority in order to acquire the best fans to your brand and in turn retain them with the best social approach. The digital connection that is efficiently blending into the world of stationery brands is evident across multiple platforms. This is further creating an amazing digital impact on stationery design and messaging that the manufacturers and retailers do to market and promote the products.

A social shift like this is a major driving force for this era, whether it’s Facebook, Twitter or Pinterest, every platform is playing a great role in connecting the consumers to one another trying to fit their brands into their digitised and communication grid.

Now the question evolves – what if consumers talk negative about your brand or business? The hidden fact here is that if your marketing has been strong to reach them, they will at some point talk about your business, be it positive or negative. They might have had a poor experience at your store, disliked your product, or maybe their queries would have been unanswered for long. Here, you just need to address the issue, work on it and resolve it! This approach will, in times to come prevent a retailer or manufacturer from losing a customer on account of an off experience.

It is extremely essential for a stationery brand to connect with its consumers on all the social or digital outlets. From having a faint idea about a product to a clear understanding of the same makes a lot of difference not only for the consumers but for brands too. Allow your consumers to discover your product offerings, generate interest and in turn experience it. As a stationery brand, work towards building an emotional connection, appealing your consumer’s minds and implementing innovation in your product.

Design is the most important key for stationery companies if they want to tap into and sustain in this tech savvy, art-loving and fast moving consumer block. A great attention is being paid to the ‘Likes’, ‘Shares’, ‘Tweets’, 140 characters, ‘Pins’, etc. by stationery brands. Perhaps, their marketing strategies are gradually blending with social media at a remarkably consistent pace.

Whatever the fusion, stationery is turning out to be a great sector in this social space and digital culture creating wonders. Traditional techniques of approaching the stationery buyers have changed on a large scale and this fresh revolution is very much appreciated by the masses.

In the stationery sector; design, innovation and creativity will always be the major attractions. Depicting the brand offerings in 140 characters have been and will always be a challenge for this sector. With new media changing constantly, what are the challenges that have you encountered in your social media marketing as an entrepreneur or a brand manager? Will your ‘stationery’ brand no more be ‘stationary’ and successfully be on a constant move to shape future communications? With so many brands on social media, will it be able to penetrate through the brand clutter? Is your social media strategy strong enough to facilitate a real-time return on investment?

The article is a contribution by Windchimes Communications, an integrated social media agency

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