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Think the success of the Snuggie is 100% kitch? Nope, there’s a smart marketer behind the whole thing who capitalized on an opportunity and ran with it.
The luck of the Snuggie is that it caught on in social media and in viral networks. The strategy behind it is that they recognized the opportunity, embraced how the consumer took ownership of the brand/product and facilitated it to go much further.
Now the game for Snuggie is to expand occasions and distribution while staying relevant, which in this day where brands, people, shows, bands or anything else can jump the shark in an instant is really hard.
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Everyone has an opinion on social media etiquette and Guy Kawasaki weighs in on a variety of topics including whether it is ok to “repeat your tweets”.
In the past, I have really resisted repeating my tweets, but this changed my mind. Guy has reminded me that Twitter is a marketing tool. For me, it’s a marketing tool for my blogs. I don’t make any money off of either of my blogs, but I do like to drive traffic and Twitter is one of the main ways I do that.
The other thing I totally agree with is that if you’re not pissing someone off, you’re not using Twitter to it’s fullest potential. Everyone has an opinion of how they like to interact with people and brands on this platform. Just like anything else you have to measure and understand how your influencer consumers and/or followers like to interact with you. In marketing, you’ll never make 100% of the people happy 100% of the time.
links
links for 2009-11-08
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Mismatched stuff can be cool. Seth Godin is constantly talking about Little Miss Match, the sock people – but Glove Love might have taken it a step further. I love this concept because it brings so many great pieces together:sustainability, story telling, word of mouth, the whole kit and kaboodle.
Check it out and note how the gloves come with a story already attached to them.
links for 2009-11-06
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I’ve been wondering if a store like this existed. It’s pretty common in the world of wine or craft beer for bars and liquor stores to concentrate on only the niche brands, but this seems to be completely unique in the world of soft drinks.
But this guy has rejected everything in the mainstream because he has a passion for his business and helping people find a truly unique product. But your selection isn’t everything. His passion for sodas and soft drinks comes out in everything he does and says. And the fact that he had the balls to tell Pepsi that they can’t take up any of his valued shelf space makes the experience of shopping there all the more memorable and worth talking about.
(I originally found this on Seth Godin’s blog)
links for 2009-10-17
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I’m surprised, but pleasantly surprised that over 65% of surveyed CMOs are choosing to go in-house for their social media work. It’s the right choice for several reasons and there are a few money quotes below.Social Media should be managed in-house because:
1. It’s cheaper. You can hire a “Community Manager” for half of what it would take for an agency to manage the business.
2. It’s faster. If you have someone in-house who is intimately involved in the brand and the company, you will be able to react to opportunities and challenges faster.
3. It’s all about the content. Agencies are probably more skilled on the technical side, but let’s face it – pretty much anyone can figure out how to use Twitter, Facebook, Flickr or blogs these days. But not everyone can get the content right. And if you need some Tech help, outsource it for a couple days or learn it!
(Found this piece via @daveknox )
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Yes, ALL of them.Is it me, or does this seem really desperate? Tom Pirko makes a great point about young adults being impressionable, but they also have an extremely sensitive bullshit meter. And when they see 4 minutes of commercials on SNL (and whether they will see them or not is a whole other conversation) this weekend, their bullshit meter is gonna be threat level red.
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No, I never do get tired of Turkey Sandwiches – as long as they\’re good.
NealStewart.com 