A Case Study in blending online and offline approaches to grow your brand
This morning, Don and the rest of his team are shaking off last night’s celebration. You would have to be under a very large rock to not know that Mad Men returned to AMC for season 6. You would also now have to be under a rock in Auburn, Alabama to not know what Verge Pipe Media does.
You see, we put together all that we do best over the past two months to, (1) have a lot of fun, (2) meet new folks, (3) help a new local business and (4) rack up some impressive marketing numbers.
But what is this Don most excited about? That in almost three years of explanations, speaking engagements, social media posts, Chamber of Commerce memberships, photo contests, videos and more, we finally broke through locally and answered, “what is it that you guys do?”
We’re the Sterling Cooper Draper Pryce of the
Mad Mod Men Marketing era. We tell brand stories and solve complex problems for others. We develop advertising and promotional campaigns for brands who are struggling to find traction in a mobile always, hyper connected marketplace where the consumer is in charge. And we do it all without the sexual harassment, booze soaked breakfasts and smoke filled offices.
How. Notice that wasn't a question.
Two months ago, the team here was upset over the coming conclusion of a Sunday evening favorite (also AMC): The Walking Dead. “Take heart!” one of us shouted, “Mad Men returns!”
From there we developed a social media plan that included shifting away from our normal fare to content which allowed us to express our individual interests in the show with our overall interests in this new age of advertising and world of mouth marketing. We covered what it would look like if Don Draper and Pete Campbell were on Facebook, fashion forward posts for the fashion conscious, discovering long lost blog posts and general imagery of us getting ready for the April 7th party.
And people came along for the ride. Not just the everyday fans of VPM we love, but their friends and better yet, new friends who had previously bypassed us. We were suddenly associated with a much larger story, and a story that others willingly traded time and attention for.
For the two weeks leading up to April 7th, VPM generated Facebook posts which organically neared 30% Engagement. We tacked up posters (remember those?) all over town and campus and large ones in front of our shop – which literally drew shrieks from sorority girls similar to what the Beatles got in the 60’s.
The event page we created generated almost 2k impressions in less than 24 hours. We now have almost 10x that number along with over 20 stories posted by fans, attendees and their friends. That alone has generated views back to not only Verge Pipe Media on Facebook, but Twitter, Pinterest, Linkedin AND our website.
And we got help from our co-host, Avondale Bar & Taproom. As our friends who specialize in Together Marketing at Sidekiq know, “partner marketing” can sometimes be a frustrating, and one-way street. Not so here. We’re exposing Avondale to new fans and they are reciprocating.
None of this would have been possible had the team not embraced the idea. Sharp dressed man and word-smith Gray Gill took the lead on organizing all the ideas into a living document which became our road map leading up to the event. He cranked out fun, relevant content and kept us on track across the board.
No slouch in the style department, Micah Whitehead delivered consistent imagery across our social platforms and offline promos. Community Manager Tricia Barton analyzed, scrutinized and publicized our stories and engaged with our current and new fans.
And Don? Well, he was Don last night and he’s paying for it today.
Yes, we preach long and hard about content and inbound marketing. We pride ourselves on getting inside the heads of millenials and helping brands get found online. But we also know when to mix in some traditional, offline advertising and events to help.
It’s more than just telling your story – it’s experiences that create memories and easy associations. It’s about being in the places your potential customers are – and doing it in an unobtrusive way.
We drank our own
kool-aide Moscow Mules and it worked. It can work for your brand too!
Author: Don Crow is Founder & CEO at Verge Pipe Media. Verge Pipe Media
assists public institutions, enterprises and the non-profit sector with Imaginative
Inbound Marketing strategies + campaigns. We also have a development team
chock full of Marvelous Mobile Migrators, poised to help transition our clients into a
mobile + social world with custom software, iOS and Android mobile apps.