Studyblrs & the Potential for Digital Marketing

Studyblrs are Tumblr-based blogs that primarily focus on the development of healthy study habits and motivation for students. They offer tips and tricks that help students – from high school to grad school – stay encouraged with their school work throughout the year. As a student myself, I have found this community of bloggers incredibly inspiring when I find myself in a studying rut. Not only do these blogs tend to provide advice, but they also share photos of student’s studying set ups and what materials they use to learn best. Herein lies a window for companies to directly market their merchandise to niche audiences that are interested in furthering their academic success with its brand of products.

There are two ways in which companies - such as Staedler, Zebra Midliner, Moleskine, Muji Stationary, and Sharpie – can interact and market their products. The most direct way is by starting an open conversation with their consumers. One way to do this is by setting up competitions, giveaways, and contests in which their products are at the forefront of attention. For instance, Moleskine could create a photo contest in which students submit entries of how they use their products to help them study and further their academics. Bullet journals are becoming increasingly popular in the community as a way to create one’s own unique planner. Many of these journals are made out of Moleskine products and would allow the company an “in” with the network of bloggers. Entries to the competition could be deemed eligible if the blogger tags the company in their post. Winners of the contest could receive a number of prizes, such as products from the company’s stationary line. The contests would create ample exposure to the different products the company offers.

 

Another more indirect, yet still incredibly effective way to reach their target audience is by sponsoring certain bloggers with a significant amount of followers. These bloggers can be extremely beneficial to the company by influencing their followers to purchase certain products over others. Studyblr bloggers are constantly posting pictures of their study setup for the day. In these pictures, there are usually Staedler pens or Zebra Midliner highlighers discretely placed in the photo. If companies were to sponsor their bloggers and compensate them for promoting their products, the amount of product exposure to consumers could be significant.

Not only can solely stationary-based companies sponsor bloggers in the Studyblr communities, but huge companies without direct academic ties can do so as well. Technology companies, such as Apple, Windows, or Samsung, could also get in the game by supporting bloggers who show their viewers how beneficial an iPad or Windows-based computer can be for their studying. The list of companies who could benefit from sponsoring bloggers is endless. Not only do companies need to start a conversation directly with consumers, but they also need to positively persuade those who influence their target markets through word-of-mouth marketing.

Joy of Cooking and Pinterest

In this fast paced society that we are becoming accustomed to, it seems as though we no longer have time for everyday tasks, such as cooking. As a millennial, I cannot remember the last time I used a cookbook to search for a recipe. Instead, I tend to look up recipes on the internet that incorporate a few ingredients that I have on hand. I have found that this method saves me a significant amount of time because I am not finding an arbitrary recipe, going to the store, picking out ingredients, and coming home to cook. This thought process begs to ask the question: What have traditional printed cookbook companies done to make sure that they stay at the forefront of consumer’s minds in this digital era? More specifically, how has Joy of Cooking used Pinterest as a vehicle to spread brand awareness?

For as long as I can remember, my mom has had her copy of Joy of Cooking on our kitchen shelf. She claims that it is her “cooking bible” because it not only offers traditional recipes, but it also presents the basics of cooking, like how long to cook roasts or how to prepare a turkey for Thanksgiving. For years, it has set itself apart as a go-to guide for all your cooking needs. Keeping with their fundamental ideas, Joy of Cooking’s Pinterest page offers three boards - Instructional Videos, How-To, and Helpful Tools for Busy Cooks - that offer beneficial tips and tricks for cooks of all abilities.

From their almost 20 boards on Pinterest, Joy of Cooking has two boards in particular – From our Blog and Joy News – that offer interested consumers a simple way to access their main website for even more recipes and useful material. Joy of Cooking demonstrates that it has kept up with the changing cultural trends by offering a Gluten Free Goodies board for those leading a certain lifestyle. It even provides two boards – Rombauer Vineyards and Food & Wine Pairing – that aim to attract the attention of wine connoisseurs.

Overall, Joy of Cooking has done an exceptional job of preserving its identity as a reputable source for all cooking and kitchen needs by repositioning itself through social media marketing to continue to appeal to consumers and stay at the forefront of their minds.