STAMFORD, Conn.–Influencing consumers to engage with brands through social media has become a crucial element in Cuisinart’s marketing strategy, said Mary Rodgers, director of marketing communications for the housewares brand.
Speaking to at the Future Trends Annual Conference in Miami, Rodgers said, “Consumers engage with brands within the social sphere. As marketers, we need to embrace that behavior and influence consumers to connect with our brands, which will result in a sense of community and increased brand loyalty.” Her presentation, titled “Social Engagement Refined: Utilizing Games, Interactive Participation Within Facebook and Apps; Successful Strategies that Attract and Retain Consumers,” described Cuisinart’s social-media initiatives and how they engage consumers with the brand through relevant content on the online forums with which they are most comfortable.
Rodgers said “social gaming” is the most recent of these efforts. The brand has launched “Cuisinart’s Memory Master,” a game within Facebook that engages with a consumer segment that consists in a major way with its core target demographic. She cited a recent PopCap Games/Information Services Group survey, which found that 55 percent of social gamers are female with an average age of 43.
She also provided an overview of Cuisinart’s new smart-phone application, Cuisinart KitchenSync, and its new mobile site. “This medium will provide instant insight into consumer traffic and trends, driving shoppers directly to retail and point-of-sale,” Rodgers said.