Our ultimate goal for Glenn Avenue Soap Company is to increase social media following by incorporating our client more into the local community of Columbus and increasing brand loyalty and recognition. We developed three different tactics that incorporate this goal and help accomplish it. Each tactic brings our brand into the community, encourages following, and increases our brand recognition among the audience.
Team Glenn Avenue Soap Company from left — Erin Pogue, Kelsey Miller, Mira Kuhar
One tactic is to create an event out of a partnership with other local businesses. We chose local breweries because we can make the connection between them and the beer soaps we make using their beers. The idea here is to bring our name into other audiences and continue to idea to support local businesses. There is a “sharing” contest on Facebook of the event page that the breweries and us will be posting about. It encourages people to follow us and share the event page as well as including their own part of the post saying why they are excited (modified UGC) and using #SudsForSuds for a chance to win some free drinks at the event. There is also a raffle contest during the event that forces people to visit all the breweries on the crawl to get their tickets fully punched to enter, as well as encourages them to follow us on Facebook because we will be revealing the winners the next day on our account. This furthers our goal to increase social media following.
Another Tactic is an Instagram photo contest that encourages followers to share soap carving photos of summer images. This builds a brand community and encourages interaction with our account. It also encourages the purchase of our own soaps through promotional content with the contest. They must tag our account in the photo as well as using the hashtag #SudsySummer. This helps continue to put our name out to more followers and gets them interested in checking out what we are doing and possibly joining in on the fun.
Our third tactic is on Twitter, which incorporates the Clippers baseball team. Once again, we strive to get our name out there with other local brands, especially names that are bigger than Glenn Avenue’s, which can help bring us up in the community as well. This Twitter campaign is also revolved around followers engaging with our posts to help us reach a greater audience through retweets of our content. This is a tactic targeted at the families of our target consumers because we are revolving the contest around a giveaway of family-pack tickets to a Clippers game. This tactic will increase engagement and further our name within the local Columbus community.
Our campaign time period takes place from April-June because of the idea of warmer weather activities and mindsets that our tactics promote. It is the time that people will be most active and willing to participate in events and can relate to our contests. Through our tactics, we will create a stronger sense of brand loyalty and recognition within the Columbus community and build a long-term relationship with our audience.
Last week, Delta Airlines made a big social media announcement that garnered very little press. The company announced that after six years, it was sunsetting its @DeltaAssist Twitter handle and combining it with the core @Delta handle. The @DeltaAssist account now carries this pinned tweet: “We’re moving! Please tweet us @Delta for assistance.”
This is a big deal because many companies grapple with this exact problem, but most arrive at the opposite conclusion. Most companies choose to have separate marketing and service handles, both because it’s easier for the company and because it separates customer service complaints from the string of marketing posts that the company so dearly wants us to see. The thinking is that service inquiries might cause the marketing messages to get lost in the stream, or worse – someone might see that a customer has a complaint.
Making things easier for the company – instead of the customer – is a hallmark of old-school thinking, and that’s inherently what’s wrong with two separate Twitter handles in the first place. The expectation is that a customer desiring to contact a brand will spend the time to determine which handle is most appropriate before firing off that tweet. Of course, as most people who work in social care know, this is often not the case, and the main handle ends up fielding many customer service inquiries, sometimes awkwardly passing them to the appropriate service handle and many times not answering at all.
Customer expectations, as well as technology advancements, have made Delta’s switch back to a single handle inevitable. Customers don’t have the time or the inclination to search for the appropriate handle when all they want is a speedy response and a resolution to their issue. And Delta uses Sparkcentral as its core social care platform, software that was created exclusively for social care and not publishing. Because of this, Delta can easily filter customer service inquiries from other forms of customer engagement, like responding to a marketing message or answering a poll question, rendering the separate handle unnecessary.
(Full article available via Social Media Today here)
Our client, Glenn Avenue Soap Company, values natural and safe ingredients in their products as well as the aspect of supporting local businesses. Because of this, we wanted to create a person who shared those same values.
When deciding what Vanessa Springfield, our brand persona, would be like, we looked to the ideas behind the brand we are supporting. We chose the 32-year old mom because we felt that it was an age that was young enough to try something new, but old enough to consider higher quality products than what you might casually pick up at the convenience store. We wanted it to be a mom because that is generally the type of people our company attracts, since Glenn Avenue offers safe and natural products to use in one’s home. The company was also started by a family, so the value of family is strong. We made her into someone who cares about the environment and wants to help promote a sustainable environment while living a natural life, just like Glenn Avenue shares in their brand story.
Our challenge when creating our brand personal ad was what exactly our brand persona was going to be looking for. Finding a way to incorporate the actual soaps was difficult, so instead we put a twist on it and went for something that was outside the box but still fell in line with the same concept our client’s products represent. We went for the idea of looking for an organic cooking class partner, because the idea behind organic cooking is using simple, safe, and natural ingredients in the process just like the process of creating Glenn Avenue soaps. We chose to look for someone who was in the Grandview Area, the same area the company shop is located in, who wanted to partake in the local community because one of Glenn Avenue’s main goals is to become more incorporated and relevant in the local community.
By turning our brand into an actual person, this Quickfire will help us in our campaign planning because it gives us a personal perspective into our client. We can see the values of our brand and it helps with the primary consumer targeting. It helps us see into the eyes of the consumer as well as realizing some goals for ourselves. Reaching out to the local community will be very important in our campaign because that will be a key part in becoming a locally supported business. It also helps give our brand a more clear voice, which is important when communicating and posting on social media. Having a clear idea will help with consistency, which is key.
The Glenn Avenue Soap Company group came up with a fun and easy Instagram promotion to insert our brand into a trending topic. Our hope through this campaign is to begin to grow our Instagram following. We believe that we can use this platform to do some fun promotions, contests and customer interactions in the future, but before this can happen, we understand that our following must be bulked up a little first.
Our idea for this campaign is revolved around the simple idea of tagging a friend in an Instagram post. We made a cute graphic that combined the fun feel of basketball/March Madness with pictures of our soaps. Then, in the caption, we instructed our followers to tag a friend they’re watching March Madness with for a chance to win a private soap making session at our store.
We will track engagement in the simplest way: view following and performance before and after. We will track our followers at the beginning and the end, to see if we brought in any new people through this contest. Tracking engagement with the post can be done specifically through looking at the comments and likes that we garnered throughout the contest.
In our opinion, this will be successful because it’s simple. We’re not bombarding people with information, we’re asking our followers to tag their friends, which is a great organic way to bring in followers. Also, it’s so easy to enter this contest that has a great incentive. When things are easy people are more likely to engage, and we think that we are tapping in to this idea perfectly with our campaign.
In conclusion, we truly believe this is an easy, fun way for us to bring in some new followers on Instagram. The ease of this promotion for both us and our followers makes for a positive impact over all, and it is our hope that through all of this we will get some new customers into our store that may not have heard of us before this campaign.
By Erin Pogue, Mira Kuhar and Kelsey Miller
Glenn Avenue Soap Company is a family owned, Columbus based business that makes handmade soaps and skincare products. To promote their beer soap for St. Patrick’s Day, we looked at what made the product special: the soap is crafted from local, Columbus-brewed beer. We wanted to play off their local theme by awarding their loyal, Facebook savvy customers with local prizes.
We would challenge their 328 Facebook followers to send a picture with a caption of how they incorporated their beer soap with their St. Patty’s Day to Glenn Avenue’s email. The soap company would then post the picture and caption organically. an example would be a beer mug full of soapy water, or washing your hands in a bar to signify bar soap.
The three photos with the most likes would receive prizes:
1st place: The Irish is an Attitude Package to Dublin, OH
2nd and 3rd place: Golden ticket (gift card) to a Columbus brewery of their choice OR a golden ticket to Glenn Avenue.
Why we chose this
We wanted to incorporate a Columbus feel to this campaign and loved the link of great beer and great soap. The campaign also challenges the followers to get creative!
Why it will be successful
They would form a good partnership with the breweries. The strategy is to cross-promote with the breweries and with the Dublin Convention and Visitors Bureau. This will be then more exposure through their social media.