Pinterest is the first social media tool that allows us to really look at what customers LIKE. Sure Facebook has the like button and I can show my love for my friend’s new puppy, but not exactly useful for marketers. At this point a lot of businesses are using Pinterest to promote their existing products, but I believe there is a slightly different twist to Pinterest’s value. Through crowdsourcing, Pinterest can become a powerful MARKET RESEARCH TOOL. We typically think of crowdsourcing as asking a group of people to provide ideas from which to choose. However, Pinterest has taken a step out of crowdsourcing. Now we don’t have to ask, people’s choices are right in front of you. Before you buy inventory or go to print think of what market information could be right at your finger-tips.
Let me give you three quick examples:
1. I had a recent client that used the Pinterest for market research for her boutique clothing store. She would use her personal Pinterest account (not her business one) and pin clothing she considered purchasing for the store. Then based off the re-pins for those items she purchased her inventory. How exciting to be able to gauge your customers enthusiasm without spending a dime on the product!
2. A different client is jumping into the tee-shirt business. Not knowing what tee shirt slogans would sell the best, we made a board with a lot of different slogan ideas. Clearly the items with the most re-pins are the ones worth taking to print.
3. One of the most popular things pinned right now are famous or inspirational quotes. Do a search for boards pertinent to your industry and see what people have pinned with quotes. See if you can incorporate these into any of your products or marketing campaign. I am not suggesting stealing someone else’s work. But there is plenty to be found that has either has no ownership or can easily be attributed to that person.
Have any of you used Pinterest in this way?