Strategy

Using Twitter for Business: Kardashian or Perish

Recently the Twitterverse exploded with the news that Kim Kardashian and Kanye West have graced the cover of American Vogue.

And the world kept spinning.

But the cover has divided but Vogue readers and interested by-standers alike. Buffy the Vampire Slayer (Sarah Michelle Gellar) herself tweeted “I guess I’m cancelling my Vogue subscription. Who is with me???” Her overuse of question marks aside, she echoed the thoughts of many loyal readers who were disgusted that the noble tome did not hold up their high standards. But on closer inspection, this apparently risky move is in fact a very clever business decision.Using Twitter for Business

The Reason? Using Twitter for Business

There’s no point beating around the bush, the print medium is in trouble and magazines are in a stage of do or die. So is this stunt going to gain new readers, or just lose the loyal ones?

Let’s look at the facts. Kim Kardashian has 20.3 million Twitter followers. Kanye West has 10.3 million. And Vogue? Vogue has a measly 3.63 million followers. When Kardashian posted two photos from the fashion spread to Instagram they gained more than a million likes, each! You can’t beat that publicity.

That’s what it comes down to. Vogue, as well as being a fashion icon, is a business. A business that has to compete in a frankly crowded & shrinking marketplace and the publicity that comes from celebrities of this stature is invaluable. Vogue has embraced using Twitter for business as a part of their marketing strategy. And the fact that it’s causing debate outside the fashion community? Well that’s a serious bonus.

Vogue may be pandering, but they are also making a calculated business decision to keep from extinction. And if they lose a few loyal subscribers in the process, so be it.

– Emily

Shop Sharing – Something Fishy Is Going On

Business share a lot of things these days: a healthy rivalry, customers and if you’re a hip Melbourne small business – a shop location! At first, this might sound counter-productive: two different businesses operating in the same locale. Allow me to explain…

Two businesses – one shop: it’s an idea so crazy there’s no way it can’t work. The first one I came across was a clothing store with a barber shop inside it. Genius, when you think about it. People who are going to get a haircut want to look sharp – and the clothes being sold right here complement their new look. Or perhaps while you’re trying on a shirt you notice you look a bit scruffy – hey presto! – there’s a barber shop right there to fix that. That’s the beauty of shop sharing.

So what we’re seeing is two businesses that feed off each other’s clientele but don’t infringe on the sales. Plus, I’m sure the split utility bills help too.

More Examples of Shop Sharing
Shop Sharing

Think of it as the business version of ‘friends with benefits’

Another that stuck in my mind was this delightful little bar called The Catfish, located on Gertrude Street in Fitzroy. Inside is a food stand/kitchen called Sparrow’s Philly Cheesesteaks. Again, both feed off each other. Hungry and feel like a drink? Thirsty but could use a bite to eat? It’s the perfect combination (PS: the Philly Cheesesteaks are to die for).

This outside the box thinking is a prime example of small business passion and ingenuity. They’ve found what they’re good at and focussed on it. Then they’ve found someone else who complements them (and vice versa) and formed a perfect symbiotic relationship. This is nothing new; the Clownfish has been ‘shop sharing’ with Sea Anemones for centuries!

– Lachy