The Thank You Economy by Gary Vaynerchuk

Author:Gary Vaynerchuk
Language: eng
Format: epub
Publisher: HarperCollins
Published: 2011-03-25T16:00:00+00:00

Extend the Conversation

If you were on a date, and there was some serious chemistry, you wouldn’t let it end at the restaurant. You’d probably suggest continuing your conversation over drinks or coffee or an ice-cream cone. You might take a walk, duck into a bookstore, or stop in at the retro vinyl shop. If you’re on a fabulous date, you don’t want the night to end, and you’re going to try to find any way you can to keep the conversation and connection going.

Combining traditional and social media can allow you to do the same thing when talking to people about your brand. Denny’s, for example, had a great TV date with its customers during the 2010 Super Bowl. It ran three commercials announcing that for a few hours on the following Tuesday, you could come in for a free Grand Slam breakfast. The ads were funny and creative—chickens freaking out over how many eggs they were going to have to lay for the event—but what a missed opportunity to leverage all the people watching the ads with their laptops open in front of them! All Denny’s had to do was say, “Go to Facebook.com/Denny’s right now, become a fan [an option that was supplanted by the “Like” button], and receive a coupon for an additional free large OJ.” Hundreds of thousands—maybe millions—of people would have gone to the site, spent some time engaging with the Denny’s brand, and gotten their coupon, and Denny’s would have had data that they could use and reuse for years. So, Denny’s spent about $10 million to produce three ads and gave away a lot of free product. They gave their customer a nice experience and more than likely gained some new customers, too. But had Denny’s established relationships with their customers on a social networking site, they would have stretched the value of those $10 million. By clicking “Like” on a brand’s Facebook page, customers show their willingness to offer data about themselves that allows the brand to communicate directly with them and tailor its marketing in an extremely personal, customized way. As the consumer-brand engagement shows up in the consumer’s newsfeed, the message spreads even farther through the social media ecosystem with no additional effort by the brand. If Denny’s had extended the conversation, the date might have ended with an invitation for a nightcap instead of a chaste kiss at the door.

Reebok, on the other hand, invited its audience in for a drink with its television ad for Speedwick training T-shirts. It featured Stanley Cup champions Sidney Crosby and his Pittsburgh Penguins teammate Maxime Talbot as they paid a visit to Crosby’s childhood home in Nova Scotia. The ad shows Crosby and Talbot heading down to the basement, where they admire the dent-riddled clothes dryer that caught every puck Crosby didn’t get into his practice net. The two start shooting pucks into the open dryer—first to get nine in wins. Talbot is leading 3–1 when the screen abruptly goes black and the words “See who wins at Facebook.

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