I know, I know.
You are probably nodding your head along with me, that social media, the complexity of it, the opportunities it provides us the way it can take a business further, is exasperating.
As you nod, are you really processing the reality of it all.
For example, have you heard of BoostJuice?
If you like juices, you probably have. There are HEAPS around Australia, run by that Janine chick off Shark Tank (AUS), anyway, she set them up and runs the biz. Apparently it does very well.
So I like their juices (I mean the few that taste good – to me) (me not a big fan of healhty drinks, if you know what I mean) – anyway, so they are pretty switched on with their marketing. I think Janine takes digital marketing very seriously. I can understand why!
So they have a regular shopper docket card – which I have – and it comes with an APP – so if you want to use the card, you have to register the number on the card (physical card) on your mobile APP which you download from the APP store – free. And every 10 drinks, you get one free.
Simple.
You can scan your card or your mobile phone APP at the counter when you purchase, to register your purchase towards your account, building your 10 drink requirement accordingly.
And yes yes, it does allow you to “pre-order” so you can order in the car, walk up to the counter, pay and go.
Of course the US coffee powerhouse Starbucks has been doing that for years, nothing new there.
BUT
The other day, I notice a promotion for a new drink – and the BoostJuice sign said you had to download a special link from inside your Boostjuice APP to get the value of the promotion.
I didn’t really understand it, but hey, how hard is it to click on a link?
Right?
So I click on it, and what happens?
First I had to fill out a short survey to say what my favourite fruit is.
I was gunning for Banana – cause it is – but somehow I got allocated to Coconut.
Hey, I can live with that.
I remember cutting out the fresh coconut from a freshly cracked shell.
All good.
Then,
I get a text.
A text?
Yep, a text.
What did it say (you ask)?
Well, it started to “chat” with me.
So it would say “hi Kate – your profile picture is gorgeous – we are made for each other don’t you think?”
Then it would give me 2 words to respond with.
“Thanks” or “Whaaaat?”
I could click on either…
Anyway, the conversation would go on and on.
Usually only for about 20 lines per conversation – but a NEW conversation every day.
And at the end of every conversation (daily) it would say “Would you like a freebie voucher from me for being such an awesome friend chatting with me today?”
To which I would reply – “yes please”
And I would get it.
They would send different offers every day, and if I didn’t respond to the text, that was ok, it just waited until I did.
Did it make me spend more with BoostJuice?
No.
I go there a lot anyway.
Did it make me value the brand more?
I think it had 3 benefits to the brand.
1/ It was innovative – it got me talking about it to other people (like a free promo) – Like this blog post!!!
2/ It made me feel good, it was funny, different, kept me guessing, it kept BoostJuice “top of mind”
3/ It probably gave BoostJuice significant client data (about me etc) when the program was triggered via Facebook.
I have to be honest, I don’t know how this was done.
It was some sort of automated text response program, I’m still looking into it.
It’s ideal for a recurring brand type business, especially one which lacks a personal touch normally.
It will give businesses unprecedented access to client data.
Overall I was a huge fan.
I’d use it in my business if I could.
Remember, most of these type of gymicky things are via APPS (ie. push notifications) – but, people can turn them off.
People can’t turn of their text message alerts – because they won’t want to.
Very smart.
I called this post Crazy Days – for Online Businesses.
But of course, BoostJuice is NOT an online business.
It is a local business.
A retail outlet.
It just goes hard on digital marketing for connecting with their customers, and enticing the customers back on automated processes, like this new text program!
