Case Study3 – Spellbinders Paper Arts

Customers Make the Brand – Spellbinders Paper Arts Social Media Success Formula


Much ink has been spent on writing about the meaning and uses of social media as a tool for enhancing your business and therefore I shall not go down that lane. Having said that, however, I feel it is important to mention certain success stories of companies that have used this tool in their businesses and benefitted from it.

Spellbinders Paper Arts is one such company that has made optimum use of social media marketing to expand its consumer base. Based in Peoria, Arizona for the past five years, Spellbinders is a manufacturing company that has been producing tools that paper craft enthusiasts require for their work. While the company sells most of its good through hobby and craft store chains like Hobby lobby and other similar paper crafting stores, it also sells directly from its own company website, directly to the consumers. The main reason for the popularity of this company can be attributed to the importance given to social media marketing by the company.
According to the company, consumers make the brand and therefore it is important to reach out to as many consumers as you can to develop brand loyalty and popularity. The company makes use of blogs, Facebook, Twitter, Yahoo groups etc to enhance its consumer base. Spellbinders paper Arts also has about sixty YouTube videos posted and is planning on starting its Flickr gallery in the near future. The best part of the social media campaign of this company is that it is not restrictive in nature. In other words, if you are a member of Facebook then you can also join the Yahoo group of the same company. The company believes that this multiplicity will only encourage loyalty towards the brand. In addition, to the regular blogs it is important to note that the company is an active participant in the various blogs related to craft and arts.

According to Spellbinders Paper Arts, each blog is created with a view to teach the consumers about using the various Spellbinders products. Additionally, the company invites posts from its consumers on the various innovative ways in which they have used their products. This encourages active participation from the consumers and also develops new ideas and craft recipes that others can effectively use in the future. In fact, very recently the company organized a contest to promote its new product and received many entries from its customers, which also showed that there was considerable awareness regarding the new product.

Spellbinders Paper Arts uses a very novel way to reach out to the public using social media. The company along with its team of marketing people, it has a team of five freelance designers who create the various how-to blogs that are posted on different websites. Apart from these designers, the company also has more than ten design team members, who operate their own blogs and promote the company and its products. It is pertinent to note that the company organizes a yearly contest where the best design team is awarded based on their project and the ways they have used to promote the products of the company.

Moreover, Spellbinders Paper Arts makes full use of the power of links to various related sites in order to create a better presence on the Internet. It is important to note that while creating projects, one often has to use material created by other companies. Spellbinders acknowledging the role of other companies in overall creation promotes such businesses through their sites and blogs and in turn these companies help promote Spellbinders Paper Arts, thereby forming a symbiotic relationship.

Lastly, where a company sells its products through retailers, success in social media marketing can be calculated through the participation of its consumers on the various blogs and contests. One can safely say that customer is the key to success in social media and they are the ones who make or break the brand. Therefore, success in social media marketing can be achieved if you integrate it into your entire company system rather than view it as a separate component.

Special Thanks to Jay Baer for sharing this case study