June 29, 2010
F.Y.E., a national retail chain of more than 550 stores offering a wide selection of entertainment products, including CDs, DVDs, video games and more, announced it has selected Media Logic, an award-winning, strategic marketing firm that specializes in "conversation-centric" marketing, as its social media agency of record.
"Media Logic's track record demonstrates that they clearly understand the dynamics of modern marketing and the power of social media in particular," said Barry Burmaster, director of marketing, visual merchandising, CRM and fye.com at F.Y.E. "Together, we have designed a unique social marketing program that we believe will enhance our overall brand, strengthen our relationship with consumers and drive sales."
The program will connect all the F.Y.E. stores and products using a new, playful website that features social media functionality and allows fans to interact in real time. For instance, the new website might simultaneously stream a concert from a store in the Seattle area, an autograph signing from another store in Chicago and post fan photos taken at an F.Y.E.-sponsored event in Philadelphia. Fans will be able to not only watch what is going on but also participate and share their activity on multiple social networks.
"By interacting on the website, through their social networks and in the stores, we hope F.Y.E.'s customers will gain a greater sense of connection to the brand," said David Schultz, president and founder of Media Logic. "What's really innovative here is that we're using social media to provide fans of F.Y.E. a way to participate and learn online, as well as in FYE's retail locations."
Social media is increasingly providing consumers with forums to openly discuss their buying decisions, and is significantly changing buying behavior. According to a 2010 survey by the National Retail Federation, more than 20 percent of social media users say they regularly seek advice from others when purchasing products or services, compared with only 17 percent of other adults. Social media users are also more apt to give advice about products or services (35 percent) than other adults (28 percent).
While F.Y.E. has experimented with social media in the past, Media Logic will provide a systematic approach, guidance and support to create stronger interest and active participation. The agency's proprietary Zeitgeist & Coffee social management program is specially designed to help organizations ramp up their social media marketing efforts, making them more effective and easier to implement and more organic and responsive to the market.
"Social media is all about leveraging content — and we are excited to help F.Y.E. curate the wealth of entertainment content that flows through its stores and share it with their fans in more creative and compelling ways," said Schultz. "Together, we will be building a dynamic new channel that attracts more and more fans and provides F.Y.E.'s suppliers with a powerful marketing tool."
