Hanna Goes Social
seeking or enjoying the companionship of others; friendly; sociable; gregarious.
Social [soh-shuh l] - noun
Today’s Topics• Hanna Company Overview• The Hanna Customer• Our Marketing Mix• The Role of Social Media• Facebook Show & Tell
Hanna Company Overview
• 25+ years old– Started by a Swedish founder
and husband “at the kitchen table”
• Quality Childrens Clothing– From babies to ~10 years old– Unique design “that’s a
hanna!”– Organic cotton & Oeko Tek
• Multi-channel retailer– Award-winning catalog– E-commerce– 23 full-line stores & 5 outlets
• New! Wholesale Market– Nordstrom and Costco
The Hanna Customer
• Primarily female audience
• 60% have children in the household
• She’s relatively affluent – 36% of the households have incomes over $100,000
• She’s educated – over 50% have college degrees; over 24% have advanced degrees.
• She’s the decision maker, arbiter, and tastemaker for a multitude of family purchases.
Our Marketing Mix• Catalogs
– Role: Primary marketing vehicle to potential and existing customers.
• Emails– Role: Timely updates on new products and
promotions to our existing customers.
• Online Marketing– Role: Online world “reminder” to drive existing
and potential customers to our site.
• Retail Postcard Mailings– Role: Invitations to special store events to our
Retail trade area customers.
• Outreach (i.e. PR, mall marketing)– Role: Reinforcements for brand awareness.
Role of Social Media?
Social Media: Influences Buying Throughout the Process
Social Media: Provides “peer vs own” feedback
Forming an opinion with others input – key for “new moms”
Why Facebook for Hanna?
Reaches 65% of all Moms online in the U.S.– ~17MM Moms with an average of 2 kids at home
Facebook moms typically;– Have babies and toddlers at home (versus older kids)– Have a higher income– Skew younger– Spend 95% more time on Facebook than Twitter
Facebook Highlights• Launched June 24th
– As of February 1 = 11,756 (but whose counting?)
• Email and Home Pages key drivers to announcement
Hanna Facebook FeaturesOur Objective:
– Foster a more emotional connection by reinforcing our brand character
– Host conversations between fans to create peer feedback
– Receive feedback
Tactic:– Upload fan photos– Sneak Peak videos– Questions to elicit talk about
their kids– Special contests/promotions
– Moms helping Moms– Direct from Hanna answers
– Listening via Discussion Boards and posts
Show and Tell of Hanna Site
Facebook Visitor Trends
Facebook launches
Facebook – Before & After
2nd most visited after
leaving Hanna
One of the top 10 sites
visited before Hanna
Summary & Questions