While social media makes it possible for organizations to increase their reach cost effectively, today's smart brands realize it’s not just about online communication: it’s also critical you regularly get to see the ‘whites of the eyes’ of the people who matter most to their business – customers, influencers, media and stakeholders.
Companies and organizations that 'get' this incorporate into their marketing mix – and importantly, actively leverage – face-to-face tactics such as:
- events and roadshows,
- roundtable debates and boardroom lunches,
- seminars and speaking engagements,
- stunts, brand experiences etc.
Sometimes the goal of this 'live media' activity is to create a credible platform from which the brand (and others) can create content and conversation via online and offline channels.
Maybe the goal is to interest a journalist or two in your event, or get close to some influential bloggers and/or power Tweeters?
Maybe it's designed to simply thank your customers, or build your brand's credibility and thought-leadership positioning?
Whatever your goal, strategic face-to-face activity - when coupled with traditional media efforts and your social web communications - can be super-effective in bringing your brand to life, thus making it more 'human' and accessible to the public.
EXAMPLE: Johnny Cupcakes
Johnny Earle, the founder of US clothing company Johnny Cupcakes, is big on getting up close and personal with fans of his brand. Probably his most visible way of doing this is his 'Lecture Series' in which Earle tours colleges and presents to students on entrepreneurship and running a small business. However, only recently Earle kicked off his 'Back to Basics: Suitcase Tour' (see video introduction above).
This, from the Johnny Cupcakes website: Starting this April, I'm bringing it back to my roots. I'll be driving the CupcakeMobile all around the USA to sling t-shirts out of my suitcase and hang out with my customers. I think it will not only be a great way to have personal meet-ups with all of you, but also a nice way to celebrate the humble beginnings of my brand.
What a fantastic idea - a great way to take a brand to the people who matter: the loyal customers and long-time fans.
The audience listens to Johnny Earle speak at Suffolk University Law School (SOURCE)
EXAMPLE: Zappos
Zappos organizes public tours of its headquarters in Las Vegas. It started as something quite informal, but the demand from diehard Zappos customers keen to get a fix up close of their favorite brand has forced the company to properly structure the tours.
According to USA Today, Zappos tours are given four times a day, four days a week at Zappos' office. Tourists have ranged from college students to other business owners; highlights include themed cubicle pods, no dress code along with free food and massages, cowbells, noisemakers, Mardi Gras masks and mullet wigs.
And guess what? People often blog about the experience! How cool is that for the Zappos brand?
EXAMPLE: Chris Brogan
Chris Brogan puts the 'social' in social media. A major player in all things social web and new media, Brogan - consultant, speaker and best-selling author - understands better than most that meeting up with fans is a real plus for his business (that would be the business of being Chris Brogan).
Here is an example of a shout-out he posted on his hugely popular blog for Blog World Expo in Las Vegas.
However, if you follow Brogan closely, you'll see that this was far from being a 'one-off'. He is well regarded for his accessibility as well as his work in helping to connect others.
Brogan may be a big star in the social media universe but this is one guy who doesn't sit in his ivory tower. Then, it probably explains a lot about why he continues to build a mini-empire around his personal brand.
Chris Brogan (second from left) meets 'n' greets! PIC: Brian Solis (original source).
*** THIS POST ORIGINALLY APPEARED ON MY SWEAT EQUITY BLOG ***
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