Lindt the chocolate people have opened a new store. No doubt they have an entire marketing strategy to promote this store and support their business, but part of this strategy is including blogging.
Lots of people (marketing or otherwise) are asking why Lindt or other brands would be heading into the blogging arena. So here is a little reason why and how it can work. I haven't spoken to them this is just what I have seen and noticed. And no, this is not sponsored, more like a case study kind of thing, you know?
It starts with an event, held at the new Lindt store, the blogger who attended wrote about what she saw, later she had a giveaway of some Lindt products. Singular Insane has a number of followers on facebook, twitter and her blog, all heard about the Lindt store opening and many entered to win the giveaway.
Guess who won the Lindt?
Yes, my hips.
The Lindt delivery arrives, it is the most exciting thing to happen to me this week.
I tweet my happiness, I add some images to Instagram and they are retweeted on Twitter where I also posted it. I get more comments on my image of chocolate on Instagram than any other of the over 100 images I have posted.
I then tweet that Lindt should send Tiff and Ivy some chocolate in the hospital where Ivy is very sick. Lindt are ahead of me, this has already been done, I am told this by @Frogpondsrock who has another 1549 twitter followers that now learn that Lindt are sending out more baskets of goodies.
So in just a couple of weeks, at minimal cost, Lindt chocolate get their name out and about, shared online, and discussed, for just the cost of the product and a person behind the scenes keeping an eye on the twitter brigade. A decent advert in the Metro papers is at least $10,000, sure it gets greater coverage but it doesn't allow for conversation and engagement with the direct consumer.
Well done to the luckiest Marketing people in the world at Lindt, clearly all that chocolate they must get to eat allows for clear thinking!
My other case study is this.
My Mum has decided that retirement is just not for her, instead she decided to open a clothing store in the local town, I helped her set up her facebook page and she said she had a few items that she hadn't sold even a single item of. We put them on facebook, and trying to do the ethical and correct thing we linked to the brand whose clothes they were.
The items got sold and headed off from regional Victoria to all over Australia. My Mum doesn't even have a mobile phone, she still hand writes out and then faxes or 'photo stats' the orders. So sending out a facebook message to all of her 30 followers was a big deal.
The clothing company sent her a nasty letter, they requested she never link to them again and told her she is also unable to use images of the clothes again in her marketing, especially on facebook.
She was a little stressed about the letter and the following discussions with them. Thus, she cancelled her order for all their summer stock and wont be stocking them anymore. Sure, she is just one client, but another little Aussie kids clothing brand just got a few thousand dollars in orders instead, and they are more than happy for people to share them on facebook, display their images (they even give you a CD with the images to use) and are supportive of small businesses marketing their products.
Have you seen or taken part in any decent or not so decent social media marketing activities?