In a nutshell

I used social media to engage consumers, build brand awareness and then launched the product sucessfully on Amazon.

Background

The Eziball pen had been on the market for a couple of years with limited market penetration and very little public awareness. The main market was office supply businesses, it was seen as an excellent contract pen, a competative price with very good writing action.

Actions

Awareness of the pen clearly required increasing. With limited marketing budget and very little social media following, a simple and effective strategy was required. In keeping with this I planned a simple Follow and Retweet competition on Twitter. Running this on Friday enabled the most to be made of Follow Friday hashtags. Once a sufficient following had been established, the competition was switched to an entry page for the competition. This landing page enabled contact details to be captured and people to read details about the product. The final step was to add a link on this landing page to buy the product on the Amazon shop.

Outcomes

The Follow and Retweet competition grew the following from about 200 to 4,500+ followers. (Be warned Follow and Retweet competitions are difficult to track and take a lot of time to manage.) The landing page was effective at capturing potential customer e-mails but reduced the number of new Followers the competition gained. The initial months sale of products on Amazon were very promising – gaining daily sales and some repeat orders.

If you want advice or ideas on how you can grow your social media following contact me.