Moosejaw: Continuing the Madness

After further analyzing Moosejaw’s website and various social media platforms, I found that they use both push and pull marketing techniques, but could stand to use more.

On the Moosejaw website, push and pull techniques are used in various ways. A Live Chat window pops-up (push) as you browse their products, asking if you have questions or need help finding something. A carousel of coupon deals (push) rotates on the home page, offering special deals and free shipping on orders over $49. Moosejaw seems to have multiple deals going on at any given time, and will offer buy one get one free (push) on certain Moosejaw brand items, as well. After browsing their site, I added an item to my cart. They provided a link to a YouTube video, with a product review by the the Moosejaw staff (pull) as well as customer reviews (pull). After leaving the website with an unpurchased item in my cart, I received an email the following day urging me to go back to their website to complete my purchase (push).

moosejaw push pull email cart

Knowing that Twitter is mainly a large pull technique in and of itself, Moosejaw does very little to “push” consumers to their website via Twitter. Su Butcher explains the pull marketing technique within Twitter: “With apparent ease you can go and find people who are talking about the things you want to talk about, listen in, and then join in when you’re ready. In that way it is similar to a huge cocktail party, happening 24/7, all around the clock, all around the world.” In the past few weeks that I have been following them, I have not received direct messages or tweets, and have not seen the Moosejaw twitter account actively reaching out to their followers to purchase items. They simply engage in everyday, usually humorous, conversations with them or discuss related outdoor events going on in their surrounding community.

moosejaw push pull twitter 2moosejaw push pull twitter

Moosejaw’s Facebook is used in a similar method to Twitter (mainly pull techniques), where the company engages their fans/followers through their humorous posts, pictures, and videos. The deals and coupons that appear on the company’s main page are also posted periodically on their Facebook account. The Moosejaw Pinterest account shows product images, with hashtags and links to their website (pull). I noticed that many of the Moosejaw employees have their own Pinterest board on the account, with the freedom to pin and post their interests and likes, as it relates to outdoor equipment – therefore, creating relatable personalities behind the brand (pull).

Fresh content seems to be posted periodically. It appears that Moosejaw posts on their social media platforms about once or twice a day, and posts similar content across all platforms. For example, if they are offering a special deal, the consumer might see it posted in various ways, across all platforms. (See example images below)

moosejaw tent promo 3moosejaw tent promo 2moosejaw tent promo 1

Moosejaw does have fresh content on their blog, however it is hidden in their website, making it difficult to find. In addition to linking their blog from their main website home page and advertising new posts on social media platforms, I believe Moosejaw could still develop more fresh content to engage additional customers, and grow their audience (most of their posts are promotions or cater to a specific age, thus hindering chances of expanding to an audience outside of this realm). According to Ian Mills, Co-founder and CEO of Magicdust, “Think about what your customers are interested in. While current events or popular TV shows may seem off topic to your business, social media is a great way to show your customers that you are in touch with their interests.”

Just recently, I took a survey from Moosejaw (to earn $10 off an online purchase), with questions pertaining to the effectiveness of their mobile site. When accessing the Moosejaw website from a mobile device, it appeared to be a simple and clean page, with many of the traditional webite’s features taken out of it. It has an easy to navigate appearance, with the ability to call headquarters, create a live-chat with someone, shop & view your cart, etc. The main page of the mobile site, like the website, has social media link/share buttons across the bottom of the page. They could take this one step further, and provide a “Share” button after purchase, to urge consumers to share their new purchase with their friends.

As mentioned above, Moosejaw should not bury their blog in the “Moosejaw Madness” section of their website, especially since this has fresh content that viewers will probably not have seen on their various social media platforms. I would recommend that they add a “Share” button to the end of the purchasing process, allowing customers the opportunity to share and promote their new purchase with their friends on social media. Another recommendation would be to move the “Top Searches” function to the top of the webpage. It is currently at the bottom of the webpage in small print (making it very difficult to find). Even though the brand contains a search bar at the top of the page, this “Top Searches” feature could help those consumers who are not sure of what they want, and are looking to narrow their browsing a bit more.

moosejaw top searches

Our lecture mentioned that it was good practice to provide a live feed of Facebook from the brand’s website. Moosejaw currently has button links, urging you to follow or “Like” them, and a Twitter feed but should consider adding a Facebook feed to their website. Last, I recommend that their website be more compatible with all devices: many of their promotional images were not displayed as vector images, therefore making for blurry or grainy images.

Overall, Moosejaw maintains their brand ‘s image well, especially with being on the smaller scale, in regards to outdoor equipment companies. Not only do they offer great deals on outdoor equipment, they manage to successfully sell their own line of outdoor gear, and have some fun with their advertising, while at it. They have maintained a special following of outdoor enthusiasts who engage with them on social media, and are pleased to see real people behind the brand.

Butcher, S. (2010, May31). Using Pull Marketing on Twitter (and how Push marketing won’t work). . Retrieved June 7, 2014, from http://www.justprofessionals.net/2010/05/using-pull-marketing-on-twitter-and-how-pull-marketing-wont-work/

Mills, I. (2014, June 3). 5 Social Media Marketing Tips for Your E-commerce Website. . Retrieved June 7, 2014, from http://www.huffingtonpost.com/ian-mills/5-social-media-marketing-_b_5416086.html

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Moosejaw Madness: A look into the Brand Media Strategy for the Quirky

For those that regularly purchase outdoor camping gear, you may have already heard of Moosejaw, but for others, it is definitely worth checking out: even if just to peruse their clever marketing lines sprinkled throughout the website. The company, based out of Madison Heights, Michigan has 11 store locations, primarily located near its headquarters. Moosejaw’s products range from name-brand camping and skiing gear to house brand outdoor products. This has been a favorite company of mine due to their reasonable prices, but their sarcastic wit is an added bonus as I browse their online storefront (main profit source).

Moosejaw frequently sends out promotional emails and catalogs (subscribers only). Due to their location, I have not personally seen billboards or TV commercials in my area. When it comes to Social Media content, Moosejaw, in my opinion, does not disappoint. Their one-liners and sometimes snarky posts reach their age specific audience very well. After researching their various Social Media accounts, it seems as though they really only reach an audience aged around 20-35 years old, as were there intentions.

Photo: http://www.moosejaw.com; http://www.twitter.com/moosejawmadness – Surveys and other promotional deals are sent out via email, as well as posted on the carousel portion of their home page and major Social Media pages.

Their Social Media stats:

Pinterest: 3,728 Followers (They follow 134 other accounts, have over 2,000 pins across 17 boards)
YouTube: 303 Subscribers (347,490 views, 91 uploaded videos)
Twitter: 23,330 followers (8,126 Tweets with 478 of those being photos/videos; Follow 158 other accounts)
Facebook: 149.7K Followers (1.3K talking about Moosejaw)
Instagram: 5,425 Followers (271 Posts; Follow 48 other accounts)
LinkedIn: 3,176 Followers (201-500 employees, 155 of which are on LinkedIn)
Flickr: 816 Members (2,898 Photos)
Google+: 446 Followers (98,640 Views)

Like most brands, Facebook and Twitter are their strongest Social Media outlets, by far.

Moosejaw seems to use each outlet individually, refraining from posting duplicate content across multiple social media accounts.

They have a healthy mix of promotional posts, tweets, and photos with added humor and conversation starters:

 

 

Photos: http://www.facebook.com/moosejaw

Photo: http://www.twitter.com/moosejawmadness

In additional to promotional coupons and deals, Moosejaw will post product reviews on YouTube…However, in true Moosejaw fashion, these are not the typical product reviews. See why.

Moosejaw uses creativity and wit to create product reviews, most likely using friends of staff in local parks around Madison Heights, MI. While these reviews do not reach all of their audience, Moosejaw directs you to these videos from the particular product for sale on their online store.

Overall, Moosejaw is small in comparison to other major outdoor stores, such as Dick’s Sporting Goods (3,142,474 Likes on Facebook and over 229,000 Followers on Twitter) or REI (796,8K Likes on Facebook and over 202,011 Followers on Twitter). The most engaged city with Moosejaw is Detroit, MI. However, they have successfully stimulated a following, not only in cities with physical storefront locations, but across the country, as well.