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Archive for September, 2013|Monthly archive page

#NationalCoffeeDay– How brands bridged tangible & online

In On the look out, Social media on September 29, 2013 at 5:34 pm

It’s trending in Miami and tons of brands are jumping in on it. National Coffee Day is a holiday I can certainly get behind, but some brands (especially large coffee chains) are utilizing the traffic brought about by the hashtag and the digital push for the holiday that seems to be bringing people tangibly into their stores.

The results of a standard Twitter search for #NationalCoffeeDay.

The results of a standard Twitter search for #NationalCoffeeDay.

Halloween (32 DAYS!) is an example of a standard holiday most people are familiar with and celebrate. While brands and stores often search for tie ins for more traditional holidays, the digital age has opened up the opportunity for fabricated holidays to achieve widespread recognition.

National Coffee Day is Sept. 29, everyone knew that right? Of course not. Without seeing the trend on Twitter, I’d place a bet that 85% of people on Twitter never even thought that was a thing.

The All Alabama blog published a quick brief this morning stating that national coffee day has “No history, No tradition” but you are able to cash in on it.  Positioned by most media as a chance to snag a free cup of coffee, National Coffee Day is just another example of the ability of Social Media to drive and even create commerce.

Brewin’ up hype

@Caribou_Coffee above mentions that you can get a free cup of coffee “in honor of” the holiday. A holiday you didn’t even know existed until you read that tweet, but now you are determined to celebrate.  Trust me, if I lived in a state with the ‘Bou I’d be there so fast. Although I’d probably get an apple blast. And therein lies another benefit. Called to the store because of a free promotion, this hashtag channels the power of traditional coupons expecting customers to come into the store for one offer with chances being they’ll go for other things as well.

Because of the viral nature of hashtags, Brands can create immediate calls to action. Similar to the way the Macy’s Three Day sale traditionally has created newspaper ads compelling people to purchase immediately, creating a sense of urgency, National Coffee Day creates a social media urgency. An artificial rush is created, and most of all, it’s fun.

When doing consulting (which I do very little of but still some), I advise small companies or beginning brands to join in on large conversations. For example hashtagging the game and jumping on conversations around College Football in Syracuse are one way small businesses in Syracuse, NY can get digitally noticed. The same principal applies here as companies jump in on the conversation and gain attention, followers and business because of it.

Get it while it’s hot– Other brands benefit from the snowball

PBS is one of the top tweets that comes up in a search. Though certainly not an authority on coffee, they are an authority on history and on public ongoings, their choice to jump into the hashtag with information was a wise one.

But I think the most brilliant thing about National Coffee Day is the ease of which a digital hashtag and hype can translate to getting people tangibly into stores. Sitting in Barnes and Noble right now, I haven’t picked up any free coffee yet. But it’s such a simple call to action to provide the urgency: “ITS TODAY ONLY.”

Moreover, I love observing the power that social media has to not only create and push a non-holiday but to drive loyalty and build brand connections by taking this concept of celebrating the ordinary and creating offers around digital buzz.

Anyone getting some free coffee today? Spy any creative ways brands are cashing in on the hashtagged occasion?

 

Also this happened:

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Four ways Moe’s is seizing the MOEment in Food & SoMe

In case studies, multimedia, Social media on September 15, 2013 at 6:08 pm

*Confession: Moe’s has been my comfort food of choice since freshman year of college. A home-wrecker or an overachiever were always my study fuel of choice and their queso remains one of my favorite snacks. Fandom removed, I still think Moe’s has mastered the art of fast food social engagement.*

Four Ways the food chain is seizing the MOEment of digital communication: 

  1. #WelcomeToMoe’s: It’s basic customer service right? To greet your customers as they come in the door and make them feel welcome is surely part of any restaurant’s guidelines. But Moe’s became known for it. After customers began associating their trip to the grill with the shouted out “WELCOME TO MOE’s” greeting, they took it and did something even better. They branded it as their hashtag. Aside from being on the materials, easy to remember and easily monitored, #WelcomeToMoes seemingly embodies their brand strategy conveying welcome and simplicity. They could have gone for just #Moes or any number of options but choosing to be all inclusive with their greeting gives them simplicity and more 8,000 user submitted photos and videos on Instagram.
  2. Direct Response to Customers: Moe’s has full on conversations with their fans on Twitter. I often see them respond or reshare something a fan said. I’ve had a few conversations with them myself:
    It's not just Moe's that does this. But whenever you brand has a chance to be responsive and engaging, take it!

    It’s not just Moe’s that does this. But whenever you brand has a chance to be responsive and engaging, take it!

3. Fan Featured Contests: The #MoesFamousQueso campaign ties to a tangible event (Free Queso Day) and offers fans incentive to submit user generated content that could be featured in-store on items. One mistake a lot of restaurants and stores make is holding campaigns and contests that are purely digital, when bringing you into the store has to be one of their goals. Moe’s pairs a real event with a digital submission, with a call for you to come back AGAIN and see the winners. MoesQueso

4. Moe’s Instagram: Also in the restaurant business, although at a different price point, the Cheesecake Factory has an Instagram account with more than 16,000 followers. But their grams are pretty standard. Just the usual shot of a cheesecake or a cocktail. It almost looks like menu photography. Moe’s account currently only boasts about 3,000 followers, however in contrast their content is 100% original and crazy. Every now and then you will find a shot of the food (because after all that is what it is about) but they have found new and exciting ways to create photos as well.  

Loyalty has to be a goal, along with sales, in a company’s decision to support and occupy social channels. In my opinion content like the below two screen shots make me excited about a brand that basically sells burritos and salsa. This is what winning in digital media for a food brand looks like in Sept. 2013 in my opinion. 

Take a look at these (From Moe’s Instagram) :