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marketing even when you don't have to

Apple-new-logo-lg(1) Traditional push and pull marketing cycles rely heavily on getting to a specific place - sales goals, brand lift, etc.  But once you reach that place, the marketing ends.

Relationship marketing never ends.  Relationship marketing thrives on surprise and delight.  There is no such thing as "enough" when it comes to social media, to fostering advocacy.

Today's iPhone 3G launch that was clearly successful.  Social media is buzzing, traditional press is covering the lines of fanatics.  Buzz is strong.  But how much farther could Apple have taken it?  If you were Apple, what would you have done to encourage and/or foster additional advocacy?

Launching the iPhone 3G

  • Hundreds of people are on line for hours at the wee hours of the morning
  • These people are nearly all both early adopters and brand advocates.
  • Statistically, this crowd has a strong propensity towards social media.

What would you do with this large, captive, advocate audience?  Below are some ideas...

  • Give everyone in line free coffee (minutes after I twittered this, Apple did it!)
  • Give out the coffee in once in a lifetime Apple mugs
  • Give out free "first 500" black t-shirts
  • Supply free WiFi to everyone on line.
  • Give Apple brand iPhone bling only to purchases made in the first 24 hours.
  • Give out coupons/cards for 4 free iPhone apps to the first 40 people on line at every store.

Key Takeaway: There is no such thing as too much advocacy.  When people are already buzzing with excitement give them (your advocates) ways to extend their advocacy, to accelerate and amplify their voices. 

Give them connectivity, distribute additional pieces of social equity - and your brand will that much stronger.  Every launch should come with something amazing, that Oh, and one more thing moment guaranteed to surprise and delight. 

There is no such thing as too much advocacy.

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