Now Facebook not only allows you to connect with friends, but also brands. Slim Jim has taken full advantage of this unique customer relationship and plans to implement long term strategies to enforce its brand image.
The Plan
Slim Jim realized early on that social media was the future of marketing and acted accordingly. Instead of setting up a short term team of Facebook techs, it created a long term team and manager to lead social interaction.
What makes Slim Jim different from many other brands that use Facebook? Their customer interaction. While many brands will use the occasional post to raise awareness, Slim Jim responds to customers encouraging open lines of communication for direct customer feedback.
The Challenges
While these plans are useful for collecting customer data and growing brand image, it is difficult to measure success. Linking sales directly to Facebook is difficult in itself, but the process is even more challenging because Slim Jim is sold through brick-and-mortar retailers.
Still, the company feels successful in the fact that brand image has been improved and reinstated, and the customer base has grown.
The Results
This direct customer relation technique is one that Slim Jim plans to continue in the future along with its traditional research.
Through Facebook interaction, the company has designed the concept, name, and image of its new product, the Slim Jim DARE.
Customers now have a direct voice to the Slim Jim Brand. Who knows? Maybe you’ll name the next Slim Jim product through Facebook.
Check out the original interview here.
