How would you like to receive personal gifts from a company, because you tweeted something? That is what KLM did
Can you imagine flying back to your home, missing the eve of Christmas, and when you came down to collect your luggage, presents with you name on it comes out? That is what a Spanair did.
How would you like to be pampered like a KING? You would love that don’t you? Marketing stunt? Ways to build loyalty? Honesty and sincerity? Those are the mixed feelings that people are saying. My opinion? I can’t judge it. I just think it’s nice.
In my marketing class, we’re often reminded about the 4P’s in marketing and how it’s the most important P’s in marketing. In my opinion, the 4P’s seems so small in marketing today compared to when it was created in the past and the “millions” of P’s that came after. Often times we concentrate so much on the 4P’s that we forget about the people. We don’t spend much time in class talking about creating value in people. Most times, we talked about creating a product, innovating a product, pricing a product and spent time talking about promotions like advertising etc.
Today, in the social media context, 2P’s stand out more than the other 4P’s.
People and personalization.
Marketing is about to get fucking hard, it’s about really getting one on one, it’s no longer super easy to stack it high and let it fly.
Says @garyvee who used to spend 13 hours a day replying tweets on Twitter when he monitored key terms, like shiraz and merlot, and responding to questions like what is a good merlot. Rather than saying visit my blog…. He responded with the answer and with whatever they want to know.
With so many businesses coming up each day, it’s about doing something that your competitors can’t do or won’t do. I bet you, no one would spend 13 hours a day on twitter responding to tweets like @GaryVee.
What KLM, Four Seasons hotel, Spainair and Gary Vaynerchuck had in common is that they concentrate on the people, and having a personalized message or gifts for the people that could add value to them.
KLM generated 1,000,000 impressions through Twitter alone by handing personal gifts to its passengers for several weeks. Just by adding a small personal touch to their after-sales service (I assume they did not spend much) and they were able to generate one million impressions just on Twitter.
Thomas Marzano wrote about his experience with Four Seasons hotel at iStrategy Conference blog and received nearly 200 retweets in just under a day. There were a lot of conversations going on Twitter about Four Seasons and they even dropped by and left a comment on the blog post as well.
The post even hit the top tweet on Twitter with the terms “four seasons”
Are we in the era of relationship marketing where it plays a more important role?
Is mass marketing about to “die”? Have you had any great experience with companies using social media? Share your thoughts below. Love to hear from you.
photo credits: by laRuth