When I think about explaining why a business should use social media, I think about this example. Not every business needs to use social media, but if your customers and prospects are there – why would you not be there?
Not too long ago, I went to my local QuickTrip. They are more than a gas station – they are an experience. They are the Target of convenience stores. But this isn’t about QuickTrip, it’s about Chevrolet.
In the photo above, they used a promotional tent to launch their new Chevy Cruze, one of the top hybrid cars Chevrolet launched. Now, think about – they don’t use gas. Why in the world are they at a gas station? (In the photo, they were wrapping up, but you get the idea.)
Because everyone who uses gasoline is a prospect to them. It’s genius and definitely a way to get noticed. They know that showing off the MPG specs is relevant to the people filling up. Under the tent was a new Chevy Cruze and a trio of salesmen and women to talk it up with QuickTrip’s customers about the Hybrid car.
Now, putting a car in a mall? Not so much. No one goes to the mall to buy or learn about cars. They go there for shoes, clothes or generally to increase the balances on their credit cards.
Next time you do a promotion or if you’re thinking of a promotion, consider this:
- Does my product apply to nearly everyone? Why?
- Am I doing something unique?
- How will I collect and follow-up with leads?
As a loyal customer of QuickTrip, I love it when they have good sponsors and surprises at the stations. This is a good example of it. Also, this is the closest I’ve been to a “dealer” since my mistake in ’06.