Local Twitter Fail Marketing Lesson

posted on Dec 07 by Tim Conley in the Social Media Marketing category

EXCELLENT IDEA, NOT SO GOOD EXECUTION

A local small business, a pub near my home, sent out a direct message (DM) on Twitter to come join them for a beer. I just so happen to like beer, especially Guinness, and was driving near them when I received the DM. I pulled into the parking lot and what did I find? A ‘closed’ sign in the window, no lights or cars in the parking lot.

Not exactly the greeting I expected after having just received a DM saying to come in and have a beer with them. When I got home minutes later, I tweeted about the experience and made sure to @ reply the pub so that they would get notified of what happened. I still haven’t gotten a response.

TWITTER FAIL

Good use is sending the DM that gets me to stop. Bad use is not being able to fulfill the promise of the tweet. Fail is never responding to a prospect or customer who has a poor experience with your company.

I made sure they had the ability to know what happened by including an @theirname reply in my tweets about my experience. A simple thing they could have done was apologize. They wouldn’t need to offer something special, but since it was a pub they could easily say get half off an appetizer and let us say sorry in person.

Not only would this turn one prospect into a customer, it would also endear the company to those following the Twitter conversation.

Marketing mistakes are great opportunities to show your market how awesome you really are.

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