At the SEJ Summit 2015 in Mountain View, California, our founder, Loren Baker, had the opportunity to sit down with Dennis Goedegebuure, the Vice President for Growth & SEO of Fanatics Inc., to discuss how Twitter’s ‘buy’ button can actually lead to immediate sales conversions.
You can watch their conversation below:
Here Are a Few Takeaways From The Interview:
- Sports events are always an interesting market when it comes to selling merchandise in real time.
- Marketers can ride on the “in the moment” real-time euphoria of winning a game, especially for those specializing in the sports marketing niche. Fanatics Inc. teamed up with Twitter for a pilot program to experiment on the ‘buy’ button. The first test was during the NBA Draft, which proved to be unsuccessful because the fan base didn’t know if the players would be traded away. The second test was during women’s soccer, which was more favorable, because they sold a number of championship t-shirts, even by just posting a native tweet, without running a campaign.
- Soccer is growing in popularity in the US, so focus should be given to this area.
- Other social media call-to-action buttons offered by Pinterest, Facebook, and Google, are also worth exploring to sell merchandise in real time.
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