Working social media both on and offline

14 01 2010

Towing companies are a necessity in Vermont. From mud season to winter and everything in between, at some point or another you’re going to need a tow.

Each day on my way to work I pass by a towing company on Route 2 in Richmond. They have a small billboard on the side of the road which usually has some sort of creative message promoting their business. This week they went with the Avatar theme and wrote “We tow in 3D, no special glasses needed.” (I know, the picture is a bit fuzzy – but I was taking a picture while my husband was driving).

Though I have no idea how much business they get from that billboard, I have to imagine that this gives them some exposure to a good percentage of our  bedroom community (4,000+) who pass that sign everyday on their way to work.

After a little research I found out that the company has a website and a pretty active Facebook page and oddly enough, most of the time the messages they display on their billboard can fit right into the status bar of Facebook or Twitter.  They’ve completely integrated their billboard with their website and Facebook page. Nice job!

This is a great example of what social media is all about. Their billboard is viral (I took a picture and am currently writing a blog post about it), its humorous and timely, and it shows a personality behind their brand. Let’s face it needing a tow sucks but this company has creatively made it okay with their lighthearted updates, speaking directly to their consumers.

It’s good to see local companies embracing social media and integrating it with their offline marketing strategy. The sign may be the first point of contact and it’s fun and catchy and may prompt people to visit them online. Then all of a sudden visitors become fans and fans become part of their community. And guess what, when they need a tow or their friend needs a tow, who do you think they’ll call?

I’m not saying you have to make jokes to promote your brand successfully but what I like most about this company is that clearly they know their customer. That’s really the most important thing to know before you dip into any marketing strategy. Know your customer, find out where they live and play both on and offline and then don’t be afraid to have a conversation with them.

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