Would you wrap you 4-day old child in foil for a chance to win 10k? Well, one family did and won the grand prize through the facebook fan page for Chipotle Mexican Grill. The contest asked fans to submit a photo of something they love wrapped up like one of their tasty burritos.
With hundreds of entries, the promotion raised over $96k for FamilyFarmed.org, an organization dedicated to expand the production, marketing and distribution of locally grown and responsibly produced food, in order to enhance the social, economic and environmental health of our communities.
Restaurants thrive on repeat business, but customers increasingly expect more than just good service, food and drinks. They want to be engaged and entertained.
Companies like Chipotle are looking for new ways to reach their target audience every day to keep customers loyal and happy. A photo contest provides the opportunity for a brand to interact with customers on a more relaxed level. Similar applications are developed to increase brand awareness through a simple act of kindness.
To learn more about how companies are reaping the rewards of creating thriving online communities to support their foodie customers, join us at our next AZIMA event. On Tuesday, July 12th, Ty Largo, Principal & Creative Director at UP Agency, a local marketing/PR firm, will moderate a panel of Chef Justin Beckett, owner of Beckett’s Table and Jennifer Granillo, a Regional Marketing Consultant for Chipotle Mexican Grill the last ten years.
The Arizona Interactive Marketing Association works tirelessly to serve the AZ interactive marketing community to provide top tier educational and networking opportunities to friends and members and it mostly runs entirely on donations and volunteer power.
The Board of Directors couldn’t accomplish much of anything without the mighty help of its volunteers, who assist with everything from keeping up the AZIMA blog, assist in spreading the word about our events, raise the money, give advice and carry out all the other invaluable tasks it takes to keep things running smoothly. If you’ve attended one of AZIMA’s monthly social events than you are keenly aware that there is a great deal that goes into getting these events off the ground. Currently the Events & Logistics Chairs are seeking a few good (wo)men to pitch in at these events and support these teams.
If you would like to join this merry band, we invite you to email admin@joinazima.org and let us know how you’d be interested in pitching in at the events or preparing for them. We’d love to have you!
There are many analogies out there to help explain the power of internet marketing, but one of the analogies I find most useful when thinking about internet marketing is describing search engines & social media sites as “Databases of Intentions.” It’s a useful analogy in explaining what makes internet marketing unique from traditional marketing, as well as to understand the unprecedented potential we as marketers have to aggregate & leverage data that our customers are sharing with us.
The phrase was coined by John Battelle, a founder of Federated Media Publishing and of Wired magazine, which is quoted below with emphasis added for effect and can be read in full here:
The Database of Intentions is simply this: The aggregate results of every search ever entered, every result list ever tendered, and every path taken as a result. It lives in many places, but three or four places in particular hold a massive amount of this data (ie MSN, Google, and Yahoo). This information represents, in aggregate form, a place holder for the intentions of humankind – a massive database of desires, needs, wants, and likes that can be discovered, supoenaed, archived, tracked, and exploited to all sorts of ends. Such a beast has never before existed in the history of culture, but is almost guaranteed to grow exponentially from this day forward.
Since originally writing the post, he’s expanded this analogy to apply to any website, and implies that marketers can leverage both their own internal data as well as publicly shared data to create their very own database of intentions.
How can we as marketers create our very own database of intentions to help us market more effectively? Look to these sources first, and expand from there with other data you might have available:
Your Analytics Data – Your analytics data is your very own database of intentions that no one else can see. What kind of content do users most frequently read & interact with? What search queries are they entering to find your website? What areas of the site do they spend the most time on? All of this data will help you understand your customers better and create new content on your website around the topic areas they find most important or interesting.
Internal search data – If your website has a search feature, then analyze your log files to see what your visitors are searching for. Those search queries represent what your visitors are looking for, what kind of services they are interested in, or what kind of content they want to read but are having trouble finding through your navigation. Analyze your internal search queries for trends & patterns, then adapt to better meet the needs of your customers.
Google keyword data – Google has a plethora of keyword tools to find popular search queries, correlated search queries, trends, keyword insights and more. All of these give you a sneak-peak into Google’s massive database of intentions to find what searchers are looking for, enabling you to tailor your messaging to directly address the search intentions of your customers.
Twitter – Part of what makes Twitter so unique is that consumers can so easily communicate directly with brands, whether to complain, praise, or just chit-chat. What kind of questions are your followers asking you on Twitter? If you receive a lot of complaints about a particular area, address it by making a change to that problematic service line or product. If you receive a lot of praise for something, build on that praise and integrate it into your core selling points.
Facebook, Yelp, and other Social Sites – Much like Twitter, your customers are likely communicating with you, or providing feedback to you, in places like your Facebook Page, your Yelp page, Google Places, and other social media sites. Analyze the feedback & reviews left for your business to gain insights into common pain points & areas of praise, and integrate those findings into your marketing plan.
As you can see, there is a wealth of data out there to analyze the database of your customers’ intentions – allowing you to virtually read their mind and then create a marketing plan that speaks directly to their wants & needs.
This week, starting Wednesday the 15th, Phoenix will host the Online Marketing Summit at the Sheraton Phoenix Downtown Hotel (340 N. 3rd Street, Phoenix, Arizona). This year’s event will be more flexible and action packed than years past due to the new two-day format. Day 1 leads off with the choice of 12 intensive workshops covering the digital marketing essentials, advanced “how to” tactics, social media and more. Followed by the Day 2 Conference Day agenda where Phoenicians will be able to attend sessions across 3 tracks covering online marketing best practices and case studies in search, social, email, integrated marketing and more – all presented by industry thought leaders.
Both days have jam- packed agendas! If you haven’t already gotten your tickets there are limited seats available! As always, OMS covers key topics critical to your success as a marketer – social media, search, email, demand generation, analytics, usability and integrated Marketing, brought to you by industry-leading authors, academics, brand marketers and online innovators. I’ll be there. How about you?
This week’s featured member is Chris Epper from P.F. Chang’s China Bistro. While April’s AZIMA event was his first, we sure hope Chris will be back!
Thanks for joining us, Chris! Hope to see you at the Online Marketing Summit! Don’t forget to register for Online Marketing Summit in Phoenix June 15-17! Register with promo code IMA15AZ, as a friend of AZIMA and save 15 percent!
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