I love out of the box thinking. Better yet, I really dig it when companies stomp up and down on the box and then run away from it at lightening speed. This month, I was delighted to see a brand that was shaking up things big time.
The team at Pretzel Crisps is giving out tons of free food. Forget setting up a sampling table at the local market, this is guerrilla marketing at its best. They're monitoring people's tweets and then responding with an offer that cannot be refused. Below is a typical exchange from the company's Twitter account (click the image to enlarge it). Notice that the woman isn't even talking about Pretzel Crisps; that is the beauty of this conversation.
Not only is Pretzel Crisp offering people free product, they deliver it right to your front door! No coupons to redeem. No shipping. A cheery, peppy person brings the goodies to your home or office within 24 hours. How cool is that?
Luckily, I was on the receiving end of a Pretzel Crisps delivery. Paige showed up with three big bags of snacks; each tote stuffed with seven different flavors. The idea being that I would keep one bag and give away the other two so my friends and family could sample the product (I particularly enjoyed the Garlic Parmesan and the Cinnamon Toast varieties).
I was so impressed with the brand's promotional campaign, I asked Paige a bit more about it. Apparently, free delivery is offered in Los Angeles, San Francisco, San Diego, Orange County, Boston, New Jersey, and New York. The marketing folks realize the power of social media and that people rely on their friends and networks for personal recommendations. They know the product would benefit from some good word of mouth, and what better way to do that than to let people sample the low-cal, baked snacks themselves.
Is the campaign working? Well, you know this isn't a food blog, but I'm writing about pretzels. Pretzels! But, more than that, I'm writing about a brand that really gets it. Pretzel Crisps is steering online conversations, creating buzz, fostering goodwill, and establishing relationships.
With the economy still bad, spending down, and many businesses in a tailspin, the folks at Pretzel Crisps are making a bold move by breaking from traditional marketing and advertising. Who needs to buy an ad in Family Circle or Shape, when regular people can talk about their first-hand experience with your product? Booyah!