Eli’s Cheesecake meets traditional goals with new media

Chicago -- Eli’s Cheesecake, which sells cheesecakes and other baked goods from a retail store in Chicago as well as an e-commerce site, uses emerging social media tools to meet traditional marketing goals. At the recent Internet Retailer conference in Chicago, Debbie Marchok, VP of marketing for Eli’s Cheesecake, reviewed how the retailer meets the four traditional marketing goals of attention, interest, desire and action with social media.

“We gain attention with fans, followers, visitors and views,” said Marchok. “Interest is driven with clicks, retweets, likes and shares. We generate desire with email, downloads and customer reviews, and create action with buys and endorsements.”

To help meet these goals, Marchok said Eli’s Cheesecake uses social media to tell the brand story.

“We discuss cakes, ingredients and our community efforts,” she stated.

Marchok said the retailer also responds to every single customer engagement made via social media. Seven full-time employees manage social media activities across 12 channels, including email.

“Email is a big part of social media,” she said.