One of the best features about online communications is the ability to be present throughout the entire buying cycle. The companies that understand how to leverage the digital landscape are best poised for a sustainable business model. We now can be there before, during, and after the sale beyond the use of our phones. To further explain how this might look, below is a fictional case study that could easily be adjusted and implemented for almost any company in any industry. We’re seeing plenty of companies like Biggby Coffee establish such a practice.
BACKGROUND
Dave’s Pizza is your typical pizzeria serving quality food at an affordable price. They learned early on the benefits of ‘social’ and have started a Twitter account and Facebook page. Three of the main players at Dave’s Pizza are responsible for keeping up with all the activity required to be successful on the aforementioned platforms.
BEFORE THE SALE
While Dave’s Pizza still may want to do some traditional advertising, most of their marketing and communication with customers is done online. On Twitter they share their ‘special pizza of the day ‘once a week. This is a creation that changes weekly and only available on the special day. Since Tuesdays are historically slow for this pizza joint, they have decided to make Tuesdays – Special Pizza Day. The picture of their pizza is shared on both Twitter and Facebook. They encourage their fans and followers to make suggestions on future ‘special’ pizzas.
Additional activities occurring on Twitter and Facebook include:
• Events where they are sponsoring food
• Conversations with advocates about community events, food, and more
• Twitter and Facebook ‘specials’ by mentioning you saw it on these networks
• Pictures and videos of parties that happened in their establishment
• ‘Best picture’ contests – Take a picture of you and your family eating at Dave’s Pizza, submit via email. Best picture wins $50 gift certificate.
The concept behind the use of the digital platform is to be thought of when their local community is making their dining choices. It might be the delicious looking pizza shared on the networks that causes someone to make their purchase or maybe the fact that they’re involved in the community is reason enough for others to choose their establishment. By being present, consistent, and fun, Dave’s Pizza is doing a great job being top of mind.
DURING THE SALE
Happy days, you have customers in your pizzeria. You want to make sure they have a wonderful experience. The staff is always friendly, smiling, and talking with the locals and repeat customers. They never forget to say thanks for visiting and because they’re so plugged in to their social feeds, they know when certain patrons are coming in ahead of time. While every customer gets great service, those that come in on Tuesdays for ‘special pizza day’ are greeted with extra enthusiasm.
Dave’s Pizza encourages everyone to ‘check-in’ and promotes the Mayor of Foursquare by displaying the following at the cash register. If you’re not familiar with Foursquare, click above.
Sanella
Thank you for your support of our establishment. As the Mayor of Dave’s Pizza, you will receive two free pizzas this month. We hope that you continue visiting Dave’s Pizza when you are in the mood for quality food.
AFTER THE SALE
Looking to maintain the relationship with all their patrons, Dave’s Pizza follows up with those who also spend time on Twitter and Facebook by thanking them for coming in, letting them know it was great seeing them, and remarking how they look forward to seeing them again soon. On Facebook they periodically mention the Mayor and create an album where they share pictures of their mayors enjoying food. They also create an album of all the kids enjoying themselves at Dave’s Pizza.
What is most important in this scenario is consistency from the entire staff so that every touch point is a positive experience. The culture of Dave’s Pizza was established by the owner and carried out by everyone throughout the organization. They recognize that both the food and experience has to be memorable in hopes of fostering strong community support. When people think of going out to eat, Dave’s Pizza is frequently on their mind. If successful in their mission, others will recommend Dave’s Pizza to their networks. The days of the door to door salesman are over. Welcome to the digital age.
Photo credit: http://www.rallygrafix.com/gallery.php
This is a great way to ‘cater to your digital clientele’!
But I have questions. This technique is good for small businesses and entrepreneurs but how would you recommend large corporations implement something like this and take advantage?
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Veronica – Large companies need to find (typically hire) someone who already has expertise implementing digital/corporate communication strategies for other large companies. It will look much different than this example because:
1) They need to create an internal infrastructure before they can even begin to execute, this will take months
2) They need to set up metrics to track and analyze data, results, etc. Larger companies will require more resources, more dollars.
3) They need to determine if their culture is conducive to the digital space
4) Get ‘buy in’ from each department within the organizations
5) Deal with the bureaucracy & egos of all participants
These are the challenges for large companies, and why they have been so to jump on board. With that being said, companies like Ford, GM, and Zappos have been very successful pulling it off.
Maybe one day my fictional case study will involve a larger company.
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There is a debate with large and medium size companies as to why they need to implement new policies and strategies. Why not just use this as extended tools and follow the policies and regulations that are already set in place for media?
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Veronica – I think it becomes much more difficult than a simple extension of tools. Social doesn’t work well when some parties are involved and others are not. Typical policies and regulations aren’t written to encompass roles and responsibilities when it comes to who does what, when, and how.
Just as this can be a huge asset for companies who successfully implement, huge damage can occur if done poorly or improperly. Results seem magnified and at a quicker pace, the downside is concerning, especially to a Fortune 500 CEO.
In working with the NFL on the Superbowl campaign last year, it’s amazing the questions and concerns they have at that level, rightfully so. They’ve built one of the strongest Brands out there. Like turning a tugboat in a bathtub…difficult process.
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