Word of Mouth Tip #54: Always ask for their email

March 1, 2010

You work so hard for a click on your web page. You put so much effort into getting someone in your store. You do so much just to earn a fan. But without a way to contact them again, you have to start all over the minute they walk away.

Extend the relationship by always asking for their email — online or off. Regular, anticipated newsletters delivered to their inbox are the only form of advertisements your fans request.

How a word of mouth supergenius does it:

You don’t have to make it complicated.

Chicago’s Logan Bar & Grill attaches a simple comment card to every bill, but instead of just looking for feedback, they ask for email addresses so fans can subscribe to their newsletter.

The opt-in is a simple addition to a conventional practice, allowing Logan Bar & Grill to extend the relationship with customers they might otherwise never see again.

Share This Post

Comments

2 comments. Read them below or add one. (Trackback)

Upcoming GasPedal events

February 26, 2010

3/3 FINRA: Social media guidelines for financial firms (Private member call) Click here

3/9 Chevron: Social media planning for a crisis (Private member call) Click here

3/25 Clorox: Using gaming strategies to grow social media (Private member call) Click here

4/7 BlogWell Cincinnati: Dell, Procter & Gamble, AT&T, Hilton Worldwide, Duke Energy, and Tyson Foods share case studies on corporate social media. You’ll learn how to get started, get past roadblocks, and make your social media program phenomenal. (Public event) Click here

5/5 BlogWell Seattle: Microsoft, Xerox, Boeing, Chevron, PEMCO, Starbucks, ExOfficio, and Intel share case studies on corporate social media. (Public event) Click here

Share This Post

Comments

1 comment. Read them below or add one. (Trackback)

Word of Mouth Tip #18: Make it exclusive

February 26, 2010

If everyone knows about it, if everyone can access it, and if everyone’s already seen it — why would anyone talk about it?

For great products, we call this the “chocolate problem” because while we all love chocolate (and we do, don’t we?), when was the last time eating any inspired us to tell anyone?

And for communities, we’re talking about a barrier to entry. When everyone can access it — when there’s no basic filter that bonds community members — it’s hard to develop the sense of true community.

How a word of mouth supergenius does it:

Last summer, casual dining restaurant Houlihan’s created its own social network — an invite-only brand community that now consists of more than 10,500 “Houlifans.”

But why their own private network? In an interview with Fast Company’s Ben Paynter, Houlihan VP of marketing Jen Gulvik explains simply: “Exclusivity.” Tired of trying to keep up with competitors like Applebee’s and Chili’s in mass media, Gulvik wanted to approach millennials on their own turf. She traded insider information about recipes and redesigns in exchange for fans’ honest input.

Houlihan’s recruits community members from their database of 600,000-plus customers who have either visited their corporate website or signed up for email coupons. Potential Houlifans fill out a questionnaire testing both their brand love and how socially active they are. Each restaurant has about 200-400 fans, most of whom bring in friends once a week.

This fan feedback has allowed Houlihan’s to stay nimble. As a result of community insight, their small-plates menu alone has seen significant improvements. In the Kansas City area, site of the first test, overall profits are up 12% at a time when sales in the $83.5 billion casual-dining industry have dropped 1%.

Learn more: Fast Company

Share This Post

Comments

0 comments. Read them below or add one. (Trackback)

Announcing BlogWell: How Big Brands Use Social Media in Cincinnati, April 7

February 25, 2010

Our next BlogWell event is coming up April 7 in Cincinnati, hosted by Duke Energy. We’ll feature practical, how-to social media case studies from eight big brands, including Dell, Duke Energy, AT&T, Hilton Worldwide, Tyson Foods, and Procter & Gamble.

BlogWell is one idea-filled afternoon focused on social media at big brands. There are no agencies, no start-ups (though they’re welcome to join and learn along with us!) — just big companies sharing what they’ve learned.

Thanks to our brilliant, talented, and suspiciously good-looking speakers, our BlogWell series has been an amazing success. We’re thrilled to be bringing it to Cincinnati and would love for you to join us.

Register and learn more: Click here

If you haven’t been to a BlogWell yet, check out a few nice things some smart folks had to say about their experience:

“The discussions were thought-provoking and inspirational.”
— Jim Lein, Oracle

“I came away inspired, energized, and with a nice bundle of new best practices to apply.”
— Ed Nicholson, Tyson Foods

“An amazing amount of useful material was presented in a timely, efficient way.”
— Donna Speigel, Crate and Barrel

“A well organized and well executed conference. Great job!”
— Todd Blecher, Boeing

“One of the best seminars of this type that I’ve seen in a long time.”
— Sandra Buettner, Johnson Controls

“A great forum for social media professionals to collaborate and learn from each others’ lessons and successes.”
— Jennie Ecclestone, General Motors

“The most valuable source for staying current on B2C and B2B social marketing techniques in Fortune 500 companies.”
— Paul Dunay, Avaya

“One of the most organized and informative events all year.”
— Jackie Bona, Google

Register and learn more: Click here

Share This Post

Comments

0 comments. Read them below or add one. (Trackback)

← Previous Entries

Next Entries →

Email Newsletters

*We will never, ever release your email. (Privacy Policy)
**Third-party newsletter (Privacy Policy)

About GasPedal

GasPedal will help you get started with word of mouth marketing, blogs, social media, communities, and viral marketing.

We're not an agency, and we don't do campaigns. We teach you how to do it yourself, create an action plan, and manage the program. Learn how to spend your time and money wisely for best results.

Our fast, how-to marketing strategies are affordable, easy to execute, and deliver measurable ROI in 60 days.

Tell a Friend

We will not use email addresses for any purpose other than sending this recommendation. (Privacy Policy)

Thanks for the word of mouth! Your message has been sent!

Please enter a valid email.

Your email failed. Try again later.