Advertising has always about telling your message. Maybe that’s why John Wanamaker famously said “I know half my budget is wasted, I just don’t know which half”- and he was almost half right. Instead of telling your story- listen to what customers say about your brand and make new stories. Take this story about a hotel guest who tweeted about his stay at a hotel- and their follow up and it’s results (read the whole post to get the whole story):
So a tweet, a few emails, and all of a sudden I have a hotel in Boston that feels very much mine. Why would I stay somewhere else when I know the people, and feel like theyre genuinely happy when I come back again?
Its not about the discount - Id happily pay their going rate to stay there, just for the experience. But it is about the personal connections Ive made with people, the feeling of being a valued customer, and the sense that Im dealing with a business that really cares about the people that support it.
There is a another old adage: People do business with people they know. Establishing connections, building a network, are part of building those business relationships. Twitter is just one more tool in the social media toolbox. How many tools is your brand using?