“To be successful in today’s marketplace, a brand’s marketing program must always include an effective social media component,” said Paij Thorn-Brooks, vice president of brand marketing for Unilin (Quick-Step’s parent company). “Innovative brands like Quick-Step are capitalizing on this opportunity to reach consumers in a new way. Brand promotion through social media is not only effective, but in most cases it’s an economical marketing tool also.”
As part of its digital marketing program, Quick-Step uses social media to increase overall brand awareness, reach a large number of consumers with a specific message in a timely manner and motivate consumers to positively respond to a call-to-action.
An additional and very important benefit is that social media taps into many consumers’ need for validation, according to Quick-Step. A large number of consumers are highly influenced by the endorsement of an “expert”, such as Quick- Step’s celebrity designer Erinn Valencich who is prominently featured in its social media endeavors, when considering the purchase of a product or service. Also, many people want to canvass the opinions and approval of their own family and friends when considering a major purchase, such as the addition of flooring to their home.