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