As I post this, a huge storm is bearing down on the East Coast. Back in Michigan, we are somehow warmed by the fact that today the sun is bright…even if it’s only literally 12 degrees…Fahrenheit, of course. There is no snow in the horizon, although there is still plenty on the ground, just not on the streets.
But, as I watched my social media accounts and received messages from relatives on the Eastern Seaboard, I noticed an extensive use of social media that was totally unpaid for by most businesses:
1. I saw a Facebook message about a well-known health food market with a picture of a line going around the block, filled with tired-looking people . The friend who posted described the store as “the Donner party”. Did not make me want to go there.
2. This reminded me of several posts I have seen this week from all over the country, complete with pictures of gas pumps. What were people touting? The cheap gas they had gotten, the location of the pump and any “tricks” to the cheap prices (Kroger rewards was one.) This made me want to go there.
3. Also yesterday, I saw a tweet with picture of a chicken soup being served for dinner at a friend’s house. The soup container had the logo from a nearby deli. The tweet mentioned the Big Blizzard and that they had all that they needed and the name of the deli. This made me want to make chicken soup or possibly purchase it.
4. I received a message from a friend about a new movie she had just seen and liked and she thought I would like it. She sent me the link to the theatre’s showtimes. I texted back with the movies I had watched at home on streaming Netflix this weekend. This interchange made us both want to watch more movies.
So, the message isn’t so surprising. Marketing doesn’t end with your marketing budget or even with your marketing professional. If the experience in your office, your store or your show is a good one, there is residual marketing. Of course, you can’t control the word of mouth…except to provide the best experiences you can and hope your clients and customers will tweet, message and post about it at some point.