Pimp Your Cover Letter
A good friend of mine is a senior marketing guy and is exploring some opportunities with prominent luxury brands. Following is a cover letter he sent to a company last week. They called him immediately for an interview. I've received his permission to post the letter (anonymous, of course!). This is a great example of leveraging a cover letter as a piece of marketing collateral and tailoring it for a specific audience!
Dear Ms. Jones-
Thank you for taking the time to speak with me today about the Senior Manager, Social Media position at XYZ. Our conversation, coupled with a quick scan of XYZ's online presence, has solidified my strong interest in learning more about this role.
There was an interesting blog post today by Jeremiah Owyang, "Five Ways Luxury Brands Can Overcome the Conundrum of Social Marketing." As Mr. Owyang notes, luxury brands have yet to harness the power of social media and tailor it to their niche consumers.
Social media is more than tweeting your new product line, or creating a Facebook Fan Page. It is about leveraging these networks to help tie your niche consumers closer to your brand.
After a very quick scan of your online presence I noticed the following:
A) Blogs: Bloggers share their thoughts on certain collections and seasonal items and mostly serve as brand evangelists as most feedback is positive. Many people seek these bloggers opinions before making a purchase. This is a good opportunity to capitalize on organic, word of mouth, marketing.
B) Facebook: With over 417K facebook fans, XYZ certainly has a passionate consumer base. Over the past two months, XYZ has made 10 wall posts related to new collections or party pictures. There was an average of 151 comments per post and fans interacted more with product previews than event recaps. This reinforces the notion that product is king and consumers crave more information about the merchandise.
C) Twitter: There were a couple dozen tweets over the past couple days with the Twitter hashtag #XYZ. Most of these were "deals" on products through outlets like Macy's and Amazon. After browsing through http://wefollow.com/twitter/ I identified an opportunity for XYZ to be one of the first prominent luxury brands on Twitter.
D) YouTube: There were more than 1,000 videos marked with the tag "XYZ product." These featured personal collections, information on how to spot fake products, etc.
I am confident that given my years of experience in media and marketing - combined with a strategic understanding of the fashion/accessories categories, - I would be an asset to XYZ and help to develop and execute a social media strategy aligned with your current offline and online efforts (for a 360-degree, completely integrated campaign).
I would welcome the opportunity to speak with you to learn more about your goals, challenges and ideas about traditional, online and social media marketing.
Best regards,
My friend
Dear Ms. Jones-
Thank you for taking the time to speak with me today about the Senior Manager, Social Media position at XYZ. Our conversation, coupled with a quick scan of XYZ's online presence, has solidified my strong interest in learning more about this role.
There was an interesting blog post today by Jeremiah Owyang, "Five Ways Luxury Brands Can Overcome the Conundrum of Social Marketing." As Mr. Owyang notes, luxury brands have yet to harness the power of social media and tailor it to their niche consumers.
Social media is more than tweeting your new product line, or creating a Facebook Fan Page. It is about leveraging these networks to help tie your niche consumers closer to your brand.
After a very quick scan of your online presence I noticed the following:
A) Blogs: Bloggers share their thoughts on certain collections and seasonal items and mostly serve as brand evangelists as most feedback is positive. Many people seek these bloggers opinions before making a purchase. This is a good opportunity to capitalize on organic, word of mouth, marketing.
B) Facebook: With over 417K facebook fans, XYZ certainly has a passionate consumer base. Over the past two months, XYZ has made 10 wall posts related to new collections or party pictures. There was an average of 151 comments per post and fans interacted more with product previews than event recaps. This reinforces the notion that product is king and consumers crave more information about the merchandise.
C) Twitter: There were a couple dozen tweets over the past couple days with the Twitter hashtag #XYZ. Most of these were "deals" on products through outlets like Macy's and Amazon. After browsing through http://wefollow.com/twitter/ I identified an opportunity for XYZ to be one of the first prominent luxury brands on Twitter.
D) YouTube: There were more than 1,000 videos marked with the tag "XYZ product." These featured personal collections, information on how to spot fake products, etc.
I am confident that given my years of experience in media and marketing - combined with a strategic understanding of the fashion/accessories categories, - I would be an asset to XYZ and help to develop and execute a social media strategy aligned with your current offline and online efforts (for a 360-degree, completely integrated campaign).
I would welcome the opportunity to speak with you to learn more about your goals, challenges and ideas about traditional, online and social media marketing.
Best regards,
My friend
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