Here’s an experience of mine that in it’s totality speaks to the new era of business and marketing.
1. So I log into Facebook at work. Yeah, its a problem i’m working on, but look what happens…
2. My news feed tells me my friend “Sarah S. has become a fan of Jeni’s Splendid Ice Creams.” Oh! I like I cream!
3. I click on the link. It takes me to their Facebook page. Oooh, I like their logo, it looks contemporary. I like new things. I think the word “splendid” was a good choice, its original, it resonates, it means something.
4. I read their mission: “Surprise and delight our customers and be engaged in our community.” Better and slightly less presumptuous than the ” we make the world’s best ice cream.” Their overview says “We make modern American ice creams, sorbets and yogurts. We use local ingredients and responsibly grown exotics.”
5. I see they’re out of Ohio, says they’re a small company. Holy cow they have 9,100 fans on Facebook! For a small company that’s more than Breyers and Blue Bunny combined.
6. Their page is loaded with content from their fans, and they always respond to them.
What are the chances I would have ever heard of this company if not for Facebook? I bet they don’t spend much on advertising. If I walked into a grocery store and found Jeni’s, how much more likely am I to try them instead of my usual brand now that I’ve interacted with them? How much did all this cost them?
I’d like to be a customer of theirs. Because they get it. Because my friend recommends them. I’ll bet their ice cream is great too, not that it has to be all that much better, I just like the way they do things. Effective marketing is marketing that doesn’t feel like marketing.