Building a Meaningful Consumer Brand like Torie & Howard//
We love authentic brands, especially (full disclosure) those that take the time to reach out to us on Twiter and send us a Direct Message that is not another (ad nauseum) invite to connect on Facebook. Surprise! A DM that actually wasn’t a social solicitation but a request for our postal address for an inbound FedEx.
Our story starts with an introduction by Mark Strauss (@togomedia) made via Twitter which was followed up on with an @atmessage Tweet from Torie & Howard and then probably 6-8 mentions of our Tweets over a thirty day period.
Why We Have Brand Love for Torie & Howard
They took the time to follow up on an introduction via Twitter (can you believe it: a practical reason for Twitter Marketing! #weareshocked) with a Fed Ex of their mouthwatering (we fought over the product) organic hard candy.
We not in their market sweet spot - are Advertising geeks and our Twitter Follower base is a smorgasbord of agencies, small businesses, digital types - they may all have a “sweet tooth” but our connections are not consumers - but @torieandhowr invested time in social connectivity.
Their Twitter stream is more than just pitching product sales like some more mundane brands: it has personality, images, Tweets that educate and inform. Yes, they are promoting their brand but this promotion is under 15% which is what we counsel own clients to do.
Product packaging, web site and marketing materials reflect a consistent design - images, color scheme, logo and emphasis on “organic” is carried through via all design processes.
Torie & Howard are telling a brand story - this may sound like marketing fluff speak; but, it’s not. Their entrepreneurial spirit and attention to detail show through in their messaging, social stream, web site - building brand and winning customers.
The “T&H Promise” on their home page rings true and resonates with the visitor: touching on product quality, environmental impact and paying it forward by donating to autism speaks.
Their newsletter and social icons are “above the fold” and viewable to all, making it easy to connect and engage with their brand via Twitter, Facebook and Pinterest. Note: social channels are consumer facing and not B2B oriented: LinkedIn or G+ - marketing efforts are concentrated.
Perhaps the nicest touch of all is the simplest: just a handwritten note on a card - in this age of digital impersonalization sometimes the littlest things mean a lot - this card resonated with us!
Thanks Torie & Howard!
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