The Importance of Being Fastest
A big chunk of marketing is being in the right place at the right time. Traditionally this has meant being on the television show your target market watches most, or in its favorite magazine on the opposite page from everyone’s favorite column, or during the evening commute radio program. The Internet age brings with it a whole host of new considerations. Among these is the ability to react quickly to problems and trends.
One never knows when and where something might pop up, which is all the more reason why someone in your organization (or a service you hire) needs to be checking up on your social media every day- even if you aren’t scheduled to post that day. You might stumble upon a potential customer, a current customer that you can help out (thus building brand loyalty), or even a problem that you can fix better and faster.
For example: when the band Sons of Maxwell created a YouTube hit immortalizing United Airlines as a company that breaks guitars, Taylor Guitars (whose products were mentioned in the video’s song, “United Breaks Guitars”) jumped on the topic. In addition to offering to replace the guitar and provide props for Sons of Maxwell’s next video relating to United’s mishandling, company founder Bob Taylor launched a video talking about ways to protect a guitar while traveling.
The result? Taylor Guitars looks like an awesome, proactive company worth being loyal to. Meanwhile the sheepish United Airlines had trouble shedding their guitar-breaking reputation due their sluggish responses.Tags: building brand loyalty, marketing, social media, trends