Last week @ToddSkaggs asked how we can get audiences to adopt Twitter, specifically in markets where Social Media is practically foreign to them. Or- how can we use Twitter as a marketing strategy in niches that aren't even familiar with Twitter?
Let's take a look at one very creative use for Twitter, adopted by the Kogi BBQ trucks in Los Angeles. These roving taco trucks tweet both their current mobile location, and "silent specials" on their menu that only their Twitter followers know about...
In short order, the Kogi name has become recognizable to foodies around the country. No small accomplishment for a pair of taco trucks, says Kate Krader, restaurant editor for Food & Wine magazine. "That's 90 percent thanks to Twitter." source
NewsWeek calls Kogi BBQ the "first viral restaurant" source often creating crowds of 200+ with an hour long wait, and going through 400 pounds of meat in one stop, all with a single tweet.
@KogiBBQ has over 25,000 followers on Twitter. How did they do it? Apparently it was all achieved via word-of-mouth, or viral marketing. They had no way to publicize the Kobi BBQ truck's next stop, so Twitter was just a practical solution for real-time updates. It took hold, and people began following them from one location to the next, all based on Tweets plus word-of-mouth texting between fans.
And therein lies the real secret to their success: fans. What started out as just your average small business - 2 mobile taco trucks - has created a following to be envied. Envied so much, in fact, that copycats are popping up everywhere.
If you do a search on Google for Kogi BBQ, you'll notice that they really publicize the Twitter side of their business. They also blog, use YouTube and Flickr, and communicate regularly with their fans via social media.
Why does it work? Simple: the Tribal concept.
Tribal Marketing n. A marketing strategy that attempts to create social groups or communities that are centered around a product or service.
Kogi BBQ got their fans involved, inviting them to design t-shirts and logos, giving them "secret insiders info" such as their next location and secret menu items. A Kogi BBQ customer belongs to a larger group, a community, of other Kogi fans.
They set an incredible example of what can be accomplished with Social Media and Tribal Marketing, even offline, even in markets you might not expect to succeed with these strategies.
What other creative uses for Twitter have you seen online, or in the news? Share links & stories below!
Best,
About Lynn Terry
Very cool...I just became a Twit so I'm on a small learning curve so this post gives me some food for thought...and speaking of food..."going through 400 pounds of meet" should be "going through 400 pounds of meat"? Anyway you look at it...that's a lot of meat...:) Thanks Lynn for sharing this story with us. Take care and all the best.
Lyle
Oops -Thanks for the catch! Just fixed that. I was typing quick lol 😉
Love this story about the BBQ company. I just noticed today when I was checking zoo hours for my stepson that the zoo is on Twitter and Facebook. Pretty cool!
This blog is so worth the time to read. Quality posts, so rich with content!
Great post and a great example of the power of Twitter and the internet . . . even for offline businesses! Thanks, Lynn, for offering a story that sparks ideas and foster creativity.
Twitter is becoming huge. It has also become heaven for marketers. Most of the companies I work with are on Twitter.
Hi Lynn,
A couple of my customers are using Twitter in much the same way to promote their hot dog businesses @JimsHotDogs, @GrillaRays.
Love your stuff Lynn!
-Steve
Well, you can use Twitter to draw attention to a shopping center festival. I used Twitter to help draw attention to the Hardesters Shopping Center's Spring Fling on Saturday, May 16th. Actually, the Twitter post was linked by a BudURL to a Squidoo lens that featurded just about everything scheduled to happen at the festival. If you visit the site - visit http://budurl.com/familyfun - you will see that even California Governor Arnold Schwarzenegger sent a letter regarding the event. Social media tools like Twitter can bring people together. And, when you bring people together, amazing things happen.
This is a brilliant use of Twitter. Over the past few months I've seen more and more small restaurants, coffee shops, and lunch services using Twitter to reach out to their local markets and it's totally awesome. I think it shows that Twitter can be a powerful tool no matter where you are, just find what works for you.
Twitter is not just becoming the means of communication but its also been a way of putting your ideas so that it would be heard by many. It indeed evolved in a way which people are also entertained with it.