How SumAll used Twitter to make people love us even more. !

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Or: A little case study about a campaign we did.

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We wanted a way to say more than just “thanks” to folks like Josh.

So we found their mailing address and sent them these…

Little cards with instructions to let us know if they wanted doughnuts, flowers, beer, or coffee for their office.

We sent the cards to more people like Josh.

Josh picked coffee for his office.

Most chose beer. !

After we delivered the goods something else happened.

These folks increased their love for us and helped spread the word, organically.

A few examples…

Sometimes they even returned the favor.

Sometimes we sent stuff to say sorry.

We sent out around 100 Thank You letters and received 18 responses. !

(18% response rate? Not too shabby.)

So, who cares?

Those 18 people have 104,000 combined followers. !

That’s $.0136 per potential impression. ($13.60 CPM)

But folks like Josh have stayed continuously engaged with us. !

(We ♡ him.)

A Twitter advertising campaign we ran had around 70,000 impressions with a $8.50 CPM.

The point: !

That’s not much of a cost difference.

The bigger point: !

Forget about traditional ad campaigns. !

Instead, involve your community.

⇪ Brand Equity ⇪ Brand Loyalty

Your turn. Make it happen.