Red Letter Days switches focus to social media

Red Letter Days, the experience gift company owned by Dragons’ Den stars Peter Jones and Theo Paphitis, is switching its Christmas acquisition strategy this year to focus on social media.

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The company will now ramp up its Facebook and Twitter use as part of its overall Christmas marketing campaign as it looks to deliver “record sales” around the period.

The social media activity will take a two-pronged approach: the first will be to engage existing fans and followers with new content, the majority of which will be crowd-sourced based on their experiences, in order to develop “first rate” relationships with its consumers.

The second part of the strategy will attempt to identify key influencers across relevant sectors in a bid to acquire new customers.

The social media activity will be aligned with other above the line activity, which is set to include radio. Social CRM agency Neoco is leading the social media campaign.

Dragons’ Den entrepreneurs Jones and Paphitis bought Red Letter Days out of administration in 2005. The company offers experience day vouchers to consumers and corporate rewards including incentives, event planning and team building.

The company posted £372,000 in full-year profit in 2010, on the back of a 19% increase in sales, compared to a £528,000 loss in the previous year.

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