Twizzlers: a Lesson in Awesome
So first I have to say it has literally been way too long since I blogged for myself but with the aim of returning to consistency boy do I have a good one for ya!
About a month ago I @replied a fairly innocuous tweet asking what were the simplest things that make you happy. My response? Twizzlers and football! Both things (and maybe a Kathy Griffin marathon) could cheer me up without fail. Well, little did I know that @Twizzlers would tweet me saying they were so happy I was fan and would I DM my address?! Now, I was elated,surprised & skeptical all at once as I am beyond obsessed with Twizzlers but the skeptic in me wanted to make sure the account was verified and not sending bizarre contraband to my new residence. So my initial DM asked if they were in fact serious to which they cheerfully responded they were and I thought all right lets see what happens.
The short version of the short story is after travelling on business and moving into my new home, my first package waiting for me was indeed from The Hershey Company! Inside was a stuffed bear holding a box of Twizzlers along with a hand written note and there are a few things I love about this gesture that go way beyond free candy.
They’re Proactively Pleasing Fans!
I wasn’t asking for or even imagining @Twizzlers would offer a gesture the way they did. If brands surprised fans like this then @RikDaddy would be an official Crown Royal ambassador. The gesture is a page taken out of KLM’s and most recently Morton’s playbook and it wins- big time.
They Know How to Use Twitter!
Too many brands are doing themselves a disservice on Twitter. They are talking at and not talking to. You can’t build a community, develop a fan base, learn from your consumer base if you’re not talking to them. The only way @Twizzlers found little ol’ me was by using “Search dot Twitter” and while we want to keep this nugget of gold to ourselves it’s so nice to see a brand use it effectively.
At the end of the day this gesture is awesome customer service that has been amplified. Before tools like Twitter you would never know what I liked or didn’t like until I called or emailed your Customer Care Dept and typically 90% of people are contacting them with problems (trust me). In this case they found a fan just saying Twizzlers made her happy and two weeks later she was handsomely rewarded.
So is there a downside to this action? Possibly. Not from this action specifically but from the trend that is coming. Actions like this are only the beginning- remember when free shipping was jaw-droppingly awesome and now you don’t even blink. That’s what I’m talking about. How can you combat this, or rather stand apart? Create an experience for your consumers. For instance Twizzlers website doesn’t just tell you where to buy Nibs but explains “Top 10 Things To Do With Twizzlers” or allows you to buy a Twizzlers Pen (which I should never own or receive..ever lol). Moreover, the site design is flawless! Every element is beautifully conceived and feels truly authentic to who they are.
All brands should take a page from women. You know “that dress” she wears that just makes you say “Wow”, well what if she wore it everyday? I hate to tell you but it would lose the wow factor and she knows it.
So while it seems as if I have just overwhelmingly shared my praises I would officially like to say Twizzlers-THANK YOU. Your gesture was truly awesome and I will always be your #MegaFan! As for the rest of the brands out there- spoil us but don’t make us take you for granted..Now if only I had a Twizzlers blog lol.