This is the way it’s done. Or at least should be done.
And it’s due to a guy named Bear who’s changing the rules of marketing.
Santa-Clara Pizza-Party is a 47-year old pizza restaurant out of Santa Clara, CA. In many ways, it’s probably like any other small privately owned pizza place. You go in and there’s a grand list of the types of pizza they offer, you’ll smell the scent of melted cheese, you have have linoleum tables with napkin container and plastic condiment shakers. But in one way, it’s very much different.
That’s because of Bear Silber, the 26 year old co-owner. He’s taken the initiative to use social media marketing tactics simply because it makes COMMON SENSE. And it works.
He uses the idea of connecting with people online to create a sense of community around Pizza Party. From this, he’s developed a sense of trust from those he knows online – his followers and friends from Facebook and on Twitter. This means he can use these networks as promotional vehicles – directly talking to the people who are likely to respond. And because he’s built trust with them, the promotional aspect is fine – because it’s both low key and its for the benefit for the recipient.
I saw this story via a tweet and then hopped over to YouTube to watch this news report: http://www.youtube.com/watch?v=oPv1vQcDymQ
The quote that I love best is “Immediately when I have an idea, I can (pause) tweet it.”
Yes, it’s that simple to reach the 1150 or so followers on Twitter. A free form of direct mail. From Bear’s idea packed brain to close to 1200 pizza loving fans who have declared that they want to be notified of quick promotional messages. I mean, why not do this?
They’ve got their own Facebook page right here: http://www.facebook.com/home.php?#/profile.php?id=1396592777&ref=ts in which the latest update is:
Come beat Bear at a handstand competition and receive a free mini pizza & soda! Good until 3pm only.
How cool is that?
I interviewed Bear via email – he quickly Googled my name and found me here on Marketing Conversation after I left a comment on the YouTube video. He tells me that, yes, he’s seen a “small tangible” increase in business since he’s started using social media marketing. He hasn’t givne up on the traditional stuff – a good idea in my opinion – as his immediate local neighborhood is families. But he doesn’t do it as much and likely saves on marketing expenses as a result.
Of course it helps that he’s near Apple, Google, Northrup Gruman, eBay, and Nividia. Fertile ground for tech savvy types.
Now Bear does have a background related to marketing – he and his brohter used to own a web design/marketing company. But what impresses me completely is his answer to my last question…Any more thoughts? His response:
Other thoughts….I think “marketing” is an interesting idea. If you relaly enjoy what you’re doing then you’re going to talk about it anyways. Honestly pizza is ALL I ever talk about and I get so enthusiastic about it. People call it marketing but really I’m just talking about what I want to and what interests me. If you love what you do it will come across and people will see the pride you take in what you do. They will be able to tell the sincerity of it and the will come across so much better than “advertising” or “marketing” a business or product.
Passion. This guy is so cool. He’s going places.
And, as a follow up, tonight I was in my local pizza joint. With the recession, business is down. I’m sending the manager this story via email and I’m going to help him get going on this. After all, it’s COMMON SENSE.
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