People are always asking me what I do at Blabbermouth, and – to be honest – I’m not great at answering that question yet. Blabbermouth is not even a few months old, and I haven’t figured out the best way to tell my story. Yet.
I came to the Ragan Social Media conference in Las Vegas to learn some more tactics to use in getting out the word about my clients. But, thanks to Blend Tec VP of Marketing George Wright, the best thing I learned today has me closer to answering the “What do you do?” question.
Surely, most of you are familiar with Wright’s Will it Blend campaign, which has become one of the most viral marketing efforts in history. With a budget of $50, Wright created a campaign that has seen a 700% increase in sales of the Blend Tec consumer product.
Will it Blend was born like many great marketing ideas, by paying attention to what makes the brand unique. Blend Tec CEO Tom Dickson is diligent about testing his products. Regularly, he would take a 2×2 board to one of his blenders to make sure it was strong enough. Wright really wanted to watch his boss shove a board into a blender, and the light bulb went on over his head. If he wanted to watch that bad, surely others would too. It was an idea that was compelling and reinforced what made their products great.
The idea had been right there all along, with the sawdust all over the floor, but it took Wright’s vision to realize it. George Wright says, if you are looking for your next big marketing idea, ask yourself, “What’s the sawdust on my floor?”
That’s what I do at Blabbermouth. I help my clients figure out what their sawdust is, and then create ways for their consumers to tell others about it.
On another note, Tony Hsieh, CEO of Zappos, gave a very inspirational opening keynote speech. In Hsieh’s opinion, there is no such thing as social media – it’s simply about creating a great culture and amazing customer service. The rest will follow. If I hadn’t just started Blabbermouth, I’d definitely be trying to get a job at Zappos right now. And, if I got hired, I most certainly wouldn’t accept the $2000 he offers new hires to quit!