By Nick Lorenzini Twitter: @nlorenzini9
Small businesses have always had to find ways to market themselves without the advantage of instant name recognition, which large businesses have benefited from. This has proven difficult and potentially expensive in the past through the use of various forms of advertisements ranging from newspapers, television, and most recently online advertisement. The goal naturally being to reach a larger audience has slowly progressed with more ways, such as internet advertisements, but this does not enable the company to create an ideal relationship with their customer. Also, these advertisements and marketing strategies can prove to be expensive, where small businesses may not have the economic availability to market themselves nationally.
Social media has proven to be a very effective way for small businesses, as it is a completely free service, which enables them to market themselves and build a relationship with their customer base. In order to succeed, this requires more then creating a Twitter or Facebook profile. Social media can propel a small business if they dedicate the time to create a unique and exciting profile, as well as one that is constantly updated and interacts with their customers and fans on a regular basis. This interaction is key as the benefit a small business has is the opportunity to market themselves by building strong personal relationships with their customers through social media interactions. Through this relationship, their loyal customers will be more likely to talk about the company with their friends and acquaintances; a key action that will broaden the knowledge people have of the company.
Knockaround Sunglasses based out of San Diego, CA has been able to develop their image of affordable, yet quality sunglasses, across the country A large portion of this success can be attributed to their social media engagement with customers and fans. Both their Facebook and Twitter accounts are very interactive, and one of the main sources of breaking news regarding the company. Every month they release a pair of limited edition sunglasses, usually with only 200 pairs available. These limited editions are hyped through both Twitter and Facebook and avid collectors pay very close attention to their profiles in order to purchase the pair before they quickly sell out.
Knockaround’s use of social media has led to a rise in those aware of Knockaround, which has only been in existence for a couple of years. Knockaround targets 16-30 year olds as their main demographic and the majority of this demographic is extremely active on social media, thus the ability to interact with them on a daily basis is ideal. Knockaround’s greatest resource is the opportunity for their customers to relate to Knockaround and feel like they can call them an acquaintance.