It started with a Facebook request. Will you please 'like' this picture of me with the Tretorn bear? I want to win a ski weekend!It ended with a new customer. I'm now in love with my Tretorn Skerry Reslig Vinter rain boots. So much so that I wear them even when it's not raining.
There are so many ways to reach customers in today's world. Straight up sales, advertising, public relations, and now the newest tactic to join the party, social media. Working in a boutique PR agency, many start-ups and small businesses come to us curious about creating an online presence and building relationships with customers through email newsletter programs, blogging, Facebook, Twitter...the list goes on. I don't claim to be a bonafide expert on the subject - my clients have smaller budgets, so I'm typically researching ideas for wall posts, gaining followers and deciding which blogs to partner with for giveaways, not creating new i-pad applications or anything crazy. But I do find the topic really interesting. Social media is constantly evolving, and sometimes it works incredibly well, and other times it doesn't do much to bolster a company's image. There doesn't seem to be a direct formula for it.
As a publicist, I'm not supposed to fall for social media tactics (Unless it's my client! In that case, I push them on every single person I know...), but I fell right into Tretorn's lap, and their Swedish goodness worked its way right into my heart.
I had never heard of the company before my friend sent me a Gchat message directing me to 'like' Tretorn on Facebook, find her picture on their page posing with the bear mascot, and 'like' the image. Apparently, whoever got the most people to 'like' the page and their picture with the bear would win a ski weekend in VT/CO/somewhere equally mountainous and cool. I did as I was told (as long as she guaranteed that I was invited on said weekend). Suddenly I was getting updates from Tretorn, a Swedish line of outdoorsy gear in my daily Facebook newsfeed. I could've just 'unliked' them and stopped receiving updates after the contest ended (my friend did not win sadly), but I enjoyed the updates. Turned out they had some pretty cute rain boots and gear, and Natalie Portman was photographed wearing them, and the company drove a Wellie Wagon truck around San Francisco and sold boots on the street. Kind of awesome!
The rainbow colored collection of rain boots made rainy days seem bright and fun and the images of the Wellie Wagon all over SF gave me my daily hit of wanderlust. Soon I saw an announcement for a site wide SALE. Those 4 little letters really call out to me. It was on. I clicked through to the site and found an adorable pair of tall olive green rain boots that were lightly lined and perfect for the cold rainy days of late winter/early spring. They were just $35 on sale! Done and done. Who needs Hunter boots anyway?
My Skerry Reslig Vinter boots arrived about a month and a half ago, and I've already worn them at least a dozen times. Even if it's just cloudy and gray out, I find it acceptable to wear them. And there you have it - Tretorn gained a new fan and customer, all through a Facebook contest.
Social media hard at work.
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