This is going to be a series of how I am going to assist Cobalt with their Marketing as a whole – not just radio. Some people here at Citadel have told me not to waste my time or get sucked in to the “social media thing”. Really? I don’t plan on doing it for them, rather teach them the reasons WHY they should be engaging, HOW that works with their strategy and WHERE it integrates with their radio campaign. Follow along and you can do this too. This post is mainly about STRATEGY & our first steps.
I am going to use the POST method – brilliant, precise and it works. Buy the book, you won’t be sorry.
- Cobalt doesn’t have a social presence – perfect! I don’t have to undo terrible practices. (mainly a business can NOT be a “friend” – you will eventually get shut down from FB & loose ALL THAT DATA).
- Cobalt has opened up a retail Off Road Center that is on the same lot to their customized Truck Equipment shop in Nampa on Karcher Road.
Who do we want to know about us?
Jeff (their offroad specialist) wants the customer who is going to be a long term, year long customer. They spend money every month on accessories for their vehicle. The lift kit guy is great, but after spending $4,000 in one shot – he might not come back for a while.
What do we want to accomplish?
We want to build a data base of new customers – to build a fire, you must first start with kindling.-thank you Greg Stielstra.
How will the relationship with the customer change?
We want people to talk about the Cobalt Off Road Center when they think of truck accessories in the Treasure Valley.
Which technology tools will get us to the objective?
Since I AM in radio – we will use that medium in prime areas (Bob & Tom on The Eagle) as well as Traffic spots and very targeted day & times on both country stations: Kissin’ 92 & KQFC. We are going to direct people to the station websites with the keyword COBALT where listeners will sign up to be on Cobalt’s monthly eNewsletter list. Jeff is going to use MailChimp – keeping those that opt in “in the know” for sales, new products & company news. Increase awareness and stay in front of the customer.
FaceBook business page presence with objective to interact and create community with the off-road & accessory enthusiasts.
Open House in April to celebrate Off Road Center
Possible affiliation with The Eagle’s broadcast of BSU Football games for 2011/2012
How can you, the local small business owner, use FaceBook’s “places” in your marketing mix? (when I say “mix” that means everything from how you answer the phones to how much you spend on a monthly basis for attracting new customers & of course keeping the oldie but goodies).
PLUG-PLUG: I SELL FOR CITADEL & WOULD LOVE TO HELP YOU DO THIS!
Here is how I would use FaceBook Places:
(of course I would have the following IN PLACE already…)
1. Great reputation already WITH OUT FaceBook
2. A scheduled and impromptu editorial & promotional calendar on what is communicated “out”
3. Policy & procedures on how to deal with negative nilly’s (be kind & treat others the way you want to be treated)
With the above…
1. Have a tool that allows you to see INSTANTLY when someone “checks in” with Places.
2. Do one of the following with-in MINUTES of #1-
a. respond to the person with a “Thank you! Be sure to sign up for our eNewsletter at the front desk with Alice – we give away all kinds of good stuff every month! If you tell your server ‘I love Kermit the Frog’, appetizers are on us! Cheers!”
b. go find that person, thank them, bring them a drink, a flower, a $5 off coupon, a hug…..do something! What kind of appreciation would YOU want from a place that you love?
Hind site is 20/20. Wouldn’t you LOVE to be that guy who discovered how to sell on the internet FIRST? This is that opportunity. FaceBook (along with the many other location base services) are figuring out how to tell you who your customer is, where they are & when they are ready to buy. Information is power – you are the superhero!
ESP with a tad bit of opt in voyeurism at its finest.
This post was inspired by an eMarketer interview with Emily White, Senior Director of Local at FaceBook.
Jen has landed! Stability is good. Paycheck is good. Cubicle is good!
On Monday, November 29th, 2010 I started my new job as an Account Executive with Citadel Radio. I will be consulting with clients about their marketing practices (love that!) and why a combination of radio, web, text is a fit for XYZ business. I will be representing 96.9 The Eagle, 93.1 Hit Music Now & 92.3 Kissin’92.
I have always believed that Radio is a good fit in a marketing mix when messaged properly. (although Jeff Caves stated on Tuesday “so, your going to take a crack of selling traditional?”) I truly do believe, and always have, it is your messaging, honesty, integrity, reputation and service that will make you successful – whichever medium you choose to be successful on.
I will not be out there selling to selling. I have this desire and need to help people make a difference on their bottom line…it’s the Mama in me: help & change & help & change.
Success is not a matter of luck, it’s a level of happiness that I will achieve.
All my love,