It’s interesting to see how companies of various sizes are handling Social Media and e-Marketing as part of their Brand Management strategies.
I like to homebrew beer and also try to taste as many different microbrews from small breweries around the country. (From our neck of the woods, I’m a fan of Saranac, Ithaca, and Ommegang, among others).
While I usually stick to the smaller guys, I’ve been curious for the last few months hearing Budweiser’s endless plugs for its new American Ale on NPR and This American Life. So I finally picked up some at the Giant by my house over the weekend. For the record, I enjoyed it – though for my follow-up beverage, I switched over the Magic Hat‘s Roxy Roll seasonal brew, which is a personal favorite.
Then I posted my comments about Budweiser and Magic Hat on Twitter.
When I checked in a day or two later to see if I had any new Twitter Followers, I was excited to see that Magic Hat was following me. They earned an even more loyal fan. Seth Godin would say I’m in their Tribe now.
I heard nothing from Budweiser. Now, I’m still impressed that their new beer wasn’t bad. But they missed an opportunity to permission market to me.
The point? Sometimes small, nimble, authentic companies do a better job of working new Social Media and e-Marketing tools than giant corporations that spend literally hundreds of millions of dollars every year on marketing. And, in today’s marketplace, that’s a smarter and wiser investment of time and resources.