The Entertaining Shoppe
The Entertaining Shoppe was an online website for entertaining ideas and products. Their goal, by combining both product and content in one spot, was to be the go-to resource for entertainers who didn’t have enough time, or know-how, to do it all themselves. The site showed you how to create the party, as well as offered all the products needed to carry out the theme. The consumer ordered the products they wanted, which were then delivered to their door, so they could easily entertain like a pro. The challenge was becoming the ‘go-to’ site and staying top of mind in a crowded field and on a limited budget.
With new thematic parties being created almost monthly, there was no shortage of content to use to build awareness around the resource. The goal was to both build an online audience of entertainers, but also to sell the products featured in the ideas we were sharing. They relied heavily on social media — Instagram, Facebook, Twitter, and Pinterest — and blogging to build a following. The primary sales tools were Pinterest, generating 80% of the sales, and eblasts through a comprehensive e-communications program we developed. In addition, to create a voice of expertise in the field, they created an online persona, TES, who provided answers and tips to etiquette and entertaining questions online. We oversaw all the branding — logo and brand standards, website, e-communications, blog format, direct mail pieces, packaging, PR, collateral, and social media efforts.