The Social Network: Start Socializing

Marketing today has turned into a real-life jigsaw puzzle. The troubled economy has forced many companies to substantially decrease the amount of money they spend on advertising and other types of marketing. Many people, however, don’t realize how inexpensive effective marketing can be.

One such marketing strategy is to connect with a profitable demographic of consumers between 15 and 24—also known as the Gen-Ys, the Echo Boomers, Kids of the Baby Boomers, etc.—in their own environments. Before we talk about how to do it, let me introduce myself.

I’m a 21-year-old Montana native studying Marketing, and Business Ethics and Legal Studies at the University of Denver. I am a third generation of Vann’s, a progressive multi-channel retailer of upscale consumer electronics and major appliances. My grandfather, Pete Vann, founded the company in 1961.

My father, George Manlove, became president and CEO in 1994 and implemented major changes in the strategic direction, marketing and the overall operation of the company. Last spring, the senior management team of Vann’s asked me to originate a project that integrates social networking and shopping with younger consumers. Thus, the development of schvee.com began. I saw this as a huge opportunity to not only give people my age something they are really looking for but to be able to explore the new sphere of the virtual world.