The Client
Tuesday Morning offers first quality, famous maker closeout gifts on an event basis. This strategy has made Tuesday Morning the largest and most successful closeout gift chain in the United States, for 30 years running. Tuesday Morning has over 800 locations throughout the U.S.
The Challenge
Tuesday Morning has a very devoted customer base, and was looking to increase their engagement frequency, and build a sense of community. Many of their closest competitors – TJ Maxx, Homegoods, and others – were using social media, but Tuesday Morning didn’t have an official presence on any of the major sites.
In 2010, we launched Facebook, Twitter and YouTube pages for Tuesday Morning. We were tasked with developing and implementing a social media strategy that would build an online following, and provide value to their customers.
Solution Overview
- Developed monthly posting schedules, with content targeted towards Tuesday Morning’s primary customer demographic.
- Engaged in conversations with fans via wall comments and tweets.
- Created standard response strategies for frequent questions, or to handle negative comments or feedback.
- Promoted Facebook profile using regular contests and monthly themes.
Results
- 17,000+ Facebook Fans and counting.
- Promoted a customer survey through social media & email, which received 50,000 responses in less than 48 hours.
- In March 2011, Tuesday Morning’s fan growth rate was 12.8% vs. 2.9% for their closest competitor.
