Claiborne Community

Similarly, Liz Claiborne has had success with a virtual focus group; their EVP for Partnered Brands, Dave McTague, was recently interviewed by BrandWeek’s Todd Wasserman. His interview details how social media continues to be the darling of the marketing world… in this case, Liz Claiborne used a community to gather focus group research and help relaunch their entire brand.

For this initiative, Liz Claiborne New York (LCNY) established a private community of 300. Through the community, members were able to interact with LCNY Creative Director, Isaac Mizrahi, and had the opportunity to be incentivized for their participation. LCNY had the chance to gain insight on their demographic, their needs, wants and essentially their closets to help gear the future brand direction. Additionally LCNY also had the chance to test out a new medium, how their client base would accept it, and target real consumers in a meaningful way.

The wonderful part about eMarketing and Social Media is that you can quickly and cost-efficiently establish a focus group to gain interaction on every campaign, interaction and project. Simply including a “Tell us what you Think” link at the bottom of your emails, including an invitation for feedback on your social sites and surveying your recipients.