This past weekend I had a chance to check out the Rock Make Music & Art Street Festival where I enjoyed listening to some local Bay Area bands and soaking in some much needed sun. While I walked around, I couldn’t help but notice this sign, which was hanging throughout the festival:
The sign, which has a QR code that leads to the Facebook page of Audyssey, illustrates two points that are often overlooked by many social marketers.
- Know your audience. Audyssey is an audio company. They made this marketing push at a music festival that was filled with audiophiles, their key demographic. I often see companies trading likes for incentives with little thought as to who the people are who are participating in the promotion. That kind of one-time interaction does nothing to build an audience who might actually be potential customers. Audyssey gets it right with targeting that makes sense, rather than a shotgun approach.
- Give people a reason to like you. In the social age, requests to like a brand on Facebook are so commonplace as to be easily overlooked. Make sure to tell your customers why they should bother. In this case, it’s for a free beer. It doesn’t always have to be a giveaway, though. Maybe it’s exclusive information, access to pre-sales, or just great content. Whatever it is, make sure that you communicate it when you make the “ask.” In this case, Audyssey taps into something that their audience can get excited about. See point #1, music and hipsters like beer. Sometimes it really is just that simple.