Most brands, if using social media wisely, have already jumped on board every popular network available. Facebook, Twitter, and Pinterest profiles abound, making it increasingly difficult for businesses to truly stand out among their competition. Thus, it’s becoming more important than ever to look for innovative marketing strategies, just as New York-based frozen yogurt shop 16 Handles recently did with the purported first-ever Snapchat campaign.
This mobile application allows users to send photos to each other and to set a timer that deletes the message after 1 to 10 seconds. Most people use it to send silly photos to friends, but 16 Handles recently took advantage of the limited-time technology with its #SnappyNewYear campaign, offering instant coupon codes for 16 percent, 50 percent, or 100 percent off to customers who sent a photo of themselves and friends tasting different frozen yogurt flavors. Customers received a message back that they cannot open until they get to the register (since it’s only available for 10 seconds), where the cashier reveals the amount of the discount, according to the 16 Handles Facebook page.
“I’ve always been taught to ‘go where your customers are.’” said Community Manager Adam Britten on SocialFresh. “I noticed a lot of our customers sharing their Snapchat user names, and I thought the platform was a natural fit for our brand and our target social market.”
Because this is a first for Snapchat, experts have yet to weigh in on its utility and success as an advertising tool, but the story does have an important lesson. The #SnappyNewYear promotion goes to show that marketers who pay attention to their customers will have customers who pay attention to their brand. Careful observation of an audience and the ability to identify its wants and needs, mixed with a little creativity, could lead the way for an innovative marketing strategy that lets one business stand out among the rest.
Category: Social Media