Letter and gift card from Avery
But today it just so happens that the ItStartsWith.Us story I’m telling overlaps with my job as a Web Marketing Dude, so I’m gonna go ahead and put on my scary Marketing Cloak (this picture) to talk about how large companies can appropriately leverage social media to drive brand awareness and foster goodwill.
A couple of weeks ago I was bumming around on Twitter when I noticed that the corporate Claim Jumper twitter account (@Claim_Jumper) was promoting an article I had written. (For those of you who don’t know, Claim Jumper is a 46-unit restaurant chain, with most of their locations out West.) I thanked the Claim Jumper account for reading my work, and asked who was behind the mask. It turns out I was speaking with Avery Block, the People and Brand Manager for the company. We chatted for a bit, and at one point I asked if they had any Milwaukee-area locations. She replied that they did indeed have a location nearby, and offered to send me a treat to entice me in for a visit. I told her that my wife and I don’t have much money, so we very rarely get to go out and enjoy a meal. Avery said she’d put something in the mail for me the next morning, and that’s where the conversation ended.
A few days went by, and to tell you the truth, I pretty much forgot about that conversation. I talk to a lot of people on Twitter, and that chat wasn’t too different from many others. But then I got a very nice letter in the mail from Avery, and I’ll tell you what: I won’t forget about her again. Enclosed with the letter was her business card and a $25 gift certificate. Here’s what she wrote (I got her permission to reprint all of this):
Nate-
It has been great getting to know you & I am in awe of all that you are doing . . . keep changing the world! Enjoy your date-night with your wife & be sure to let me know how your experience went! Enclosed is a $25 gift card . . .
BEST- Avery
On a personal level, I just want to share with the ISWU community that this made a difference in my life last week, and I’m very grateful. It’s really nice to receive a sincere note of praise and encouragement from someone who appreciates the work you’re doing.
On a professional level, this whole event is a great example of how corporate entities should be using social media. Avery wasn’t on Twitter blindly promoting her company – she was being a real person, engaging with people and promoting stories that struck a chord with her. I didn’t enter into the conversation because I had any interest in the Claim Jumper restaurant . . . I did it because Avery was interested in me and my work.
But here’s where she used the online space like a pro: After she established a (very small) relationship by chatting with me about real-life things that mattered, she used my natural curiosity as an “in” to extend an offer to me to try out her business. And after I accepted her offer, she followed up with a perfect blend of professional courtesy and personal touch. The handwritten letter referencing my mission made me feel respected and understood as a person, and the $25 gift card showed that she had been listening to my needs as a potential customer.
As a result, my wife and I invited another couple to join us for dinner at our local Claim Jumper next Sunday evening. I’ve told a few people this cool story in person, and now I’m writing an article about it. I’m sure I’ll reference this story again in the future, too. Avery invested about 15 minutes of her time and $25 of her company’s money to gain not only a customer, but an evangelist for her and the brand she represents. And that’s doing it right.
Excellent work, Avery, and great job by Claim Jumper to give her the freedom and flexibility to reach out to potential customers in ways that engage on a personal level.
As a followup, I’m happy to report that I have had many more interactions with Avery since we first spoke, and I have become a big believer in the work she’s doing at her company, especially with the internal “Commit to the Journey” program she’s building in order to market a strong employee value proposition, attract new qualified candidates, and retain their current, valuable team members. In turn, she believes strongly in the ItStartsWith.Us values and has joined us in our mission to “change the world” with the A-Team.
If you want to engage with Avery via Twitter, you may do so on the @Claim_Jumper account, or her personal one (@appreci8).
Similar Posts:
- Real People, Not Social Media
- Who Do You Know? (Part II)
- Surprised By Joy: My Introduction To The Service Industry (Part I)
- I Guess I’m Interested In People
- Paying It Forward: Jan Carroll
