If you’ve read my blog post, Turn up the Heat in the Relationship between B2B Sales and Marketing, you know that I am slightly obsessed with my new wood-fired pizza oven. Let me suffice it to say, that sucker is turning out some serious calories at my house!!! I’ve been using it at least twice a week to make all kinds of deliciousness, from pizza to s’mores, to roasted and smoked foods. I am seriously smitten. (And, getting fat. But that’s fodder for another blog post.)
As marketers, we are all plugged into the social scene and, as such, I have been posting pics of my culinary goodness all over Instagram and Facebook, (I’ve spared my Twitter followers and been too lazy to put them on Pinterest). I’ve grown annoying enough doing this that it has caught the attention of Matthew, Manager of Creative Development and Social Communications at Fornetto, makers of my pizza oven, who asked if I would be willing to share my lemon chicken recipe for use on their blog.
My reaction? HELLZ YEAH! I was tickled pink. My recipe went live on their blog yesterday! Matthew recreated my dish in their onsite Fornetto in Australia where it was professionally (and beautifully) photographed. I have been giddy as a schoolgirl and golf clapping at random, not only because my recipe is highlighted (I mean, how cool is that), but also because this whole experience has been a shining example of how marketing should work.
Matthew, whom I’ve deemed brilliant and am still trying to convince to move to the US to work for me, showed stellar marketing chops. Here’s what I think he, and Fornetto, excelled at during my interaction as a customer:
- Creating a social site that is worth a visit from your customers. Fornetto’s Facebook site is particularly well done; with great information, visitors that will interact with each other, and a beautiful presentation – did I mention my chicken is the cover photo?
- True interaction with social followers. I don’t know if Matthew sleeps, but this guy is seriously responsive. He is always congratulating new Fornetto owners, encouraging culinary creativity, handing out kudos, and posting amazing recipes from their blog (there are a ton I want to try). And, by being so involved, he’s finding opportunities to leverage customers in his efforts.
- Creative content repurposing. My recipe was turned into a blog post, added as content in the company’s recipe section, and used as their cover photo on Facebook – and all of this within the last 12 hours. I can’t wait to see where it goes from here…
- Simply making customers feel good. I’m not even sure I need to explain this one, other than to say he did an outstanding job at making me want to help contribute content to his marketing efforts. (See? I’m still doing it!)
Managing social is not an easy task and requires diligence around the details. Get the above right and you’re well on your way to creating customer engagement. I hope you’ll check out the recipe and let me know what you think!!! (It can be made just as easily in a conventional oven.) Bon appetite.