News & Opinions
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Thanksgiving and Social Marketing Go Together Like Turkey and Cranberry Sauce
John Crosby / HW.com / November 26, 2013
As we take time here in the U.S. to give thanks and show appreciation for what we have in life, I’ve noticed some great examples of great social marketing efforts tied to the Thanksgiving holiday. Admittedly, most are primarily B2C marketing campaigns, but why should they get to have all the fun? Seriously, there are so many aspects of the building products industry that are very personal to consumers and, thus, appealing to architects, builders, and remodelers.
Butterball has an established history of personal connection to its customers. It’s wildly successful Turkey Talk Hotline has been lighting up phones for years. But in the past three years, Butterball has taken its game to the next level, going from providing resources on its website to delivery on mobile devices to what is now one of the most intense, proactive social marketing campaigns out there. Through its Twitter and Facebook pages, Butterball is able to share recipes, provide tips and ideas for better results, and answer consumers’ questions quickly and easily.
When it comes to year-end holidays, I’m an outdoor cooking kind of guy. Give me a grill and a deep fryer, and I’m taking a lot of the load off the rest of the family. And while I’m not a customer yet, Big Green Egg (BGE) has to be the BEST out there at social marketing. Why?
1. They are Everywhere. BGE has a great website that focuses on the end user. Sure, there’s product information and a retailer locator, but the bulk of their site is focused on the best ways to use their products, recipes, maintenance and care, and events where their products are featured. And then their social sites take it to another level by offering multimedia exposure to their products, their customers, their events and, of course, recipes and cooking methods. It’s not just Facebook and Twitter — Pinterest and Instagram are a part of their mix as well.
2. They are consistent in voice, tone, and message. BGE utilizes each social platform in a different way, and the messages are structured for each platform. But the message comes across the same, no matter where you read it.
3. They use content marketing like no one else in their space. BGE can easily convey “how-to” resources and recipes to loyal customers and social fans alike. But they’ve even gone a step further, offering a digital magazine titled “Life Style” that educates customers on the value of their products, connects readers with celebrity chefs who use their products, and promotes new and exciting tools in the market that make outdoor cooking a luxury experience.
4. They leverage an extremely loyal following by allowing use of their trademarks and visual identity to connect more deeply with a broader audience. The Big Green Eggsperience is produced by Jerry Dyck, a loyal BGE fan who taps into the power of his BGE product to barbecue and grill just about anything. His use of BGE colors and their name are basic, but there are many others who use the BGE logo on their blogs and microsites to connect with the brand to show their love.
5. They do it 24/7/365. Yes, they tap the Thanksgiving spirit in their marketing, but it doesn’t stop there. They look for reasons to promote outdoor cooking year-round.
If you’re “out there” in social media but looking for a strategy, take those five lessons to heart.