Monday, March 1, 2010

Any Way It’s Sliced, Appeal of Social Media Grows





You’ve heard of Meetup, the online social networking portal? A couple of consumer marketers are bringing out campaigns that could be called “meatups.” The brands, Land O’Frost and Sara Lee Deli, both sell lunch meats, cold cuts and other sliced-meat products. Coincidentally, they are both introducing campaigns that are centered on the social media.


Or, more likely, it is no coincidence. More advertisers of prosaic household staples are adding social media like Facebook, Twitter and YouTube to the tactics they use to reach current and potential customers.

For Land O’Frost, the campaign represents the company’s initial foray into the social media. There is a community called Land O’Moms, housed on a Web site, where consumers can exchange recipes and parenting advice, download coupons, read articles from women’s magazines and communicate with popular mommy bloggers. Land O’Frost and the campaign also have presences on Facebook, Twitter and YouTube.



“It’s a whole revolution,” David Van Eekeren, president at Land O’Frost in Lansing, Ill., says of the social media. “We need to be part of it, obviously.”

“This brand is recognizing what a lot of other brands are recognizing,” says Kathleen Henson, president and chief executive at Henson Consulting. “It’s important to reach moms online because that’s where moms are right now.”

Read more at NYTimes.com

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