How Sharpie Uses Its 2.3 Million Facebook Fans To Sell Markers

12:41 AM, Nov 10, 2011   |    comments
Photo courtesy of Sharpie Permanent Markers
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ATLANTA - Sharpie Permanent Markers, one of the companies participating in the week-long social media conference, Digital Atlanta, is using social media outlets like Facebook to sell more markers.

Sharpie, introduced in 1964 by the writing instrument manufacturer Sanford, is part of the office products business unit of Atlanta-based, Newell Rubbermaid. 

Bert DuMars, Digital Atlanta founder and Vice President of e-Business & Interactive Marketing for Newell Rubbermaid, told 11Alive, Sharpie's involvement in the social space is a vital component in the marker company's integrated marketing strategy.

"When a company like Sharpie holds the majority market share, it's very difficult to gain even one additional percentage point," DuMars said. "Sharpie uses social media to help fans find inspiration and reasons to use more Sharpies."

Sharpie holds 60 percent share of the market in the United States, according to a recent report from The New York Times.

The marker company's slogan, "Uncap what's inside," relays Sharpie's goal to encourage its nearly 2.3 million Facebook fans to use more ink, according to DuMars.

"Sharpies' ink lasts a long time," DuMars said. "If we can inspire people through social media on more ways to use our markers, we can sell more."

The marker company's participation in Sharpie Slam, a live art battle held Wednesday evening at The Sound Table restaurant during Digital Atlanta, is a prime example of how Sharpie encourages the use of more markers through social media, he said.

Two teams of Atlanta's up-and-coming artists used the interior six foot by eight foot walls at the restaurant as canvases, each given 90 minutes to cover the walls using only Sharpie Permanent Markers and Sharpie Paint Markers.

That's a lot of ink.

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