Steelcase ‘Tweet’ on Target

Thumbnail Steelcase, the world’s largest office furniture company, is taking action to get on board with social media. To announce their partnership with Target to sell 11 select chair models via the Target.com site, the company blasted a 125-character Tweet—their briefest press release ever!

What a great step forward for Steelcase. Not only is the company now gaining traction on the consumer level (in addition to its steady designer clients), but Steelcase is also showing that it is confident enough that its products can market themselves via word-of-mouth in the digital age. Not only will Target followers most likely add Steelcase to their Twitter repertoire, but the company will have that many more eyes looking out for new products in the future. Plus, it’s a smart way to save dollars on marketing, as well.

The Steelcase tweet is a leading example of how A&D manufacturers, distributors, and designers can take advantage of social media and new forms of marketing. Since many in the A&D industry are still behind in fully understanding digital advancements (many manufacturers still opt for print-based advertisments and promotions), it’s nice to see someone taking a bold lead in this fashion.

–Stacy Straczynski

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