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).
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’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 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.
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