…ok, well maybe not “sexy” in the traditional sense, but in terms of social media marketing, this company is getting it right. I’ve invited Moishe’s Moving to explain their sexy *new* strategy and why it’s working!
Moishe’s Moving Goes Social
By Itamar Kestenbaum, Marketing & PR Manager at Moishe’s Moving Systems
There are many reasons why Moishe’s Moving Systems is not only a household name in the Northeast, but is synonymous with moving in New York City. However, in entering a new era of social media, Moishe’s has encountered new and interesting challenges.
Social media advertising has proved to work well for retail giants such as Starbucks, JetBlue and the infamous #moonfruit Twitter extravaganza.
The reasons for their successes are as follows:
- Starbucks’ customers’ “life-spans” are extremely long. Their patrons are almost daily consumers of their products.
- JetBlue’s branding is consistently strong with its sexy new approach to flying.
- #moonfruit clearly brands itself through Twitter – thanks to the hashtag in front of it.
However, the moving industry is a different marketing animal with the average customer life-span being approximately two weeks. And, the moving industry does not or will ever possess a sleek or sexy image.
Moishe’s predicament was, “Can social media work for a moving company?”
The answer: Yes!
In an effort to create a fully integrated and effective social media campaign, Moishe’s has launched a contest that will increase interaction with their customers. “M4: Moishe’s Moving Movie Madness,” is a month-long contest in which Moishe’s customers can film their move in progress and submit a video to Moishe’s Facebook page (facebook.com/moishesmoving). The winner of the competition will get a full refund of his/her move. Moishe’s has integrated the contest into its marketing platform by publicizing it on Twitter (twitter.com/moishesmoving), mentioning it in our blogs and with an extensive PR campaign.
Moishe’s believes this competition will not only bring out our client base’s creativity, but will also create a “buzz.” “This is a fun project, and we truly hope that our customers will jump on this great opportunity to win a free move,” said Eugene Lemay, CEO of Moishe’s Moving Systems. “Our goal with this competition is to further expose our brand to a younger demographic and to enjoy a viral effect by urging our participants to ask their friends and family to vote for their videos, thus introducing our brand to a slew of potential new customers.”
Already, as a result of the contest Moishe’s sales figures have gone up. Indeed, many of Moishe’s customers have already expressed interest in participating when the time comes for their moves. Moishe’s has also observed that just under 50% of visitors to Moishes.com having clicked onto the contest page.
M4 is not Moishe’s first foray into social marketing. In fact, in the past 2 years, Moishe’s has been dabbling in various social marketing platforms. Recently, Moishe’s enjoyed success with a YouTube campaign that creatively showed the lighter side of the brand. Moishe’s also has plans for further experimentation on Twitter and Facebook in the coming months.
Posted under Jewish Marketing, Online Marketing, Social Networks, Viral Marketing
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