GARDEN CITY, N.Y.-Lifetime Brands has added a social media specialist and videographer to its marketing communications team to strengthen its social media and video production capabilities. Martine Cauthen, social media specialist, reports to Brian Schlef, marketing director.
As part of its commitment to social media, Lifetime is launching a series of videos linked to Quick Response (QR) codes on product packaging. These small square bar codes provide additional product information when scanned by smart phones.
“Part of our strategy for success is to anticipate where the consumer will be, rather than to look at where she has been. This includes relating to consumers through such avenues as social media, video and QR codes,” said Dan Siegel, executive vice president. “Social networks have created a more informed consumer, and we embrace interacting with and educating consumers through these platforms. Adding QR codes to our packaging is an evolutionary step that allows us to add rich video content about our products at the point of sale.”