Fashion Startups - Fohr Card

Submitted by Dmitri Davydov on Tue, 2013-03-05 12:23.
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Nowadays, if a brand is solely focused on traditional marketing, i.e., television, radio, billboard and print advertising, chances are it’s not tapping its full potential. Online marketing, with the growing popularity of blogs and other social media platforms, has become critical for brand advertising as well.

Fohr Card, an analytics platform created by James Nord, a blogger and photographer, alongside Rich Tong, Tumblr’s former fashion director, and Holly Stair, a social media manager, aims to bring brands and bloggers together to form a partnership that can include advertising, sponsored content and gift giving.

With Fohr Card, bloggers are given the chance to be found by brands, where they can showcase their social media following across different social media platforms (Tumblr, Instagram, Facebook, Twitter, etc.), including their real-time traffic stats. When joining Fohr Card, bloggers agree to divulge their private Google Analytics figures to eliminate numbers-fudging.

While Chris Black, a social media marketing consultant whose clientele includes Gilt Groupe and New Balance, firmly believes that big numbers don’t necessarily equal engaged users, the Fohr Card team assures brands that not every blogger is invited to join the platform. Alongside popularity, every blogger’s Fohr Card is reviewed to guarantee quality and original content.

For brands to gain access to Fohr Card’s roster of more than 1,800 fashion and beauty bloggers, an annual membership fee of $5,000 (more for large companies and agencies) is required. They then gain access to the bloggers’ numbers. Fohr Card also allows them to sort through the numbers by region, category (DIY, menswear, nail art, etc.), and traffic on certain platforms. Puma and Oscar dela Renta are just two of Fohr Card’s brand launch partners.

Mr. Nord also divulges that they plan to eventually recruit travel, food, mommy bloggers and others to turn Fohr Card into a global marketing tool.

[Via - NicheGeek.Com]

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