Two days ago a smart and savvy marketing person wrote a post called Bigger Ear Marketing For Authors. Most people who took the time to post a comment to his article agreed that he had shared a particularly brilliant way to use Twitter and Location Based Marketing (Foursquare, in this instance) to market to an individual at the point of sale.
Today, another super smart and savvy marketing person wrote a post called Why Brogan’s Bigger Ear Marketing Is Wrong. She disagreed with what she saw as a flawed approach to creating sales conversion. Some of Gini’s commenters mentioned that they viewed the tactic as having a high “creep” factor.
To be clear, stalking anyone with Foursquare is uncool. Using Check-ins to push your sales message at anyone who hasn’t opted in to receive them is spammy but, I don’t think Chris was aiming at sales at all. I think he was looking for another way to begin relationships and get people talking with and listening to him.
Chris filtered some search results to identify people who fit into what he views as his consumer profile and used Twitter to reach out to them based on where they were. The “Hey, have you seen my book there” schtick? An ice breaker that could just have easily been “I’m at CES, too – come see me” or “I see you ate at Red Bento last week, I love their Miso”. The opening line to a conversation.
Data mining. I use it to find my client’s target consumers and begin a conversation before they find or need my clients. Because people like to do business with people they know. Don’t you?
~image by evilneedscandy