Brands That Are Getting It Right – Coach
With the recent news about Aquascutum going into administration, we have decided to take a look at some of the brands out there that are utilising digital as a form of marketing and more importantly, doing it well.
This week we are going to be looking we looked at 80 year old brand, Coach, to discover why it is still a huge success in modern times. If we go back in time to (the year it was established) we can see how it all began.
In 1941 Coach was founded and developed in a New York loft and 20 years later, debuted the logo it still uses today. Over the years we have seen many defining moments for the brand for example: the release of the iconic Coach duffle bag and tag in the 1970’s, the opening of their first flagship store in the 80’s, the website in the 90’s and the launch of their social media channels in 2009. This is a brand which has been consistently innovating throughout the generations which is why it is still as popular now, if not more than when it first opened.
Even though Coach was one of the first to launch a website 1999, you will be surprised to hear that the site isn’t an ecommerce one. So you may be wondering how they are so successful in the digital space.
Here is why I believe it is so. The brand continually innovates and grows and therefore, drives footfall to their stores rather than driving sales to their website.
Through the use of their social media channels like Facebook and Twitter, they have managed to rank up quite a following - 3.3 million Fans on Facebook and over 320,000 followers on Twitter.
Although their Twitter page has evidence of engagement with their audience, their Facebook page is streets ahead, with frequent comments being added to their wall and an average of 10-15,000 likes per post they have a phenomenal interaction rate with their audience.
The fact that they don’t just use their Facebook channel as a pure sales-based platform and add posts which give the brand and the people behind it a personality, only adds to the charm of the brand overall.
Their cross promotion and brand message is flawless throughout and they are also one of the only brands to have gone through and backdated their brands history, when the timeline structure was introduced to brand pages.
Their campaign ideas cover both their website and offline campaigns. It really seems like they leave is no stone unturned when it comes to Coach’s marketing strategy.
It was for these many brilliant reasons that I was surprised to see that the brands performance in the search space isn’t as well invested in. They aren’t doing badly at all, they are at the top of the first page on Google in terms of Natural Search, yet there is no evidence that they are using any form of Paid Search or bidding on any keyword terms.
This leads me to believe that with a little bit more advice within the digital space, this brand would be able to develop into something even more remarkable than it already is.
