Promoting lingerie sounds easy enough. Get a girl, put her in the brands sexy lingerie, make it sexy or funny, and you’ve got an ad.
Thats the common idealistic advertising for lingerie. The online space has changed this, slightly. You can’t run TV advertisements online, with some exceptions, such as youtube or videos on site.
Usually this would only be implemented WITH a TV campaign.
Promoting a lingerie product or brand in the online space, looks at on site and offsite promotion.
Onsite sees the brand developing its own site, with either the url as its brand or something its known for. Brand name in the url are important to re-enforce the brand name.
Some companies will alter their name online to include a main keyword users search for, such as lingerie.
In previous years, this was known as a strategy for online marketing, however todays search engines becoming more aware of brands, and thus keywords in the url are becoming less important for search.
For example, Victoria Secret, a lingerie company, doesnt have lingerie in its url, as it is a strong brand name. If they felt it was important to put a key search word in the url, they could, but it may distract from the brand building awareness.
Onsite marketing also involves the way teh site looks, is presented, and ease of use of the site. Most importantly, it needs to integrated to other forms of communication, whether TV, radio or print, providing a consistent message.
Whether simply providing information or actually selling the lingerie online, the onsite promtion must send the same message as offline as well as offsite
When we talk about offsite, this refers to promoting on other sites. Such as blogs, social media via facebook and twitter, AdWords, and directories.
Banner and texts ads are shown in blogs, as well as product reviews. Banners are of particular importance, as they are images representing the brand. Reviews can be personal views or company paid.
Either type of review is a reflection of the brand and product.
A big advantage of the online space apart from developing a site, is AdWords. These are paid ads above the search results. Typically there are 3 ads at the top and a list down the right hand side.
These ads must send the same message as the rest of the advertisement online and offline. As they can only be 2 lines or texts, there is too much room to deliver a message. Thus a sisint message is cricual.
Depending on a companies budget, AdWords will be a key focus or only delivery traffic for words that aren’t highly competitive.
The Website, Facebook and banners onsite and offsite provide the opportunity for image or video type advertisement. These should be consistent with typical print advertisements.
For sexy lingerie, online imagery should be similar to print. The lingerie model, the sale, the brands slogan, or the product should be implemented.
Whether the image of the women in lingerie or a some other image the advertising is known for, or customer relates too. When they see the ad image, it must be recognizable, if not banners wont impact as much.
There’s limited sound online, as people are usually either at work on listening to music whilst surfing. Unless they are surfing videos, sound is not the sense, lingerie imagery, lingerie brand imagery is.