Best Buy writes the book on internet marketing
If you’re in marketing at Best Buy, it would’ve been easy to just sit back. You could throw up your hands, blame the economy and hope that congress dreams up a “Cash For Clunker’s” program for old TVs (not out of the question…)
But, Best Buy DIDN’T do that. No, the 900-pound gorilla of the electronics world launched my favorite new marketing campaign of the year, with their “Twelpforce.”
Alone, the Twelpforce Ads on TV would have cracked my top 5 commercials of the year. They do a great job of highlighting products that Best Buy sells. My favorite is the “Cell Phone” commercial below.
Woman: “Don’t I need to go to my carrier for that?”
Best Buy Employees: “No, we’ve got it all.” I guarantee that earned Best Buy at least a point in market share of cell phone sales. I would have asked the same question that woman asked, and I just might buy my next phone at Best Buy now.
But this is not an article just to applaud a cool TV Commercial. No, more importantly, Best Buy actually used Social Networks to better serve their customers. Their web presence actually IMPROVES their brand.
If you want to improve your companies web presence, go right now to the Twelpforce Twitter feed. Seriously, I’ll wait. Open it up in a seperate window, then come back.
Let’s examine the web presence.
1) Does it drive traffic (and hopefully sales)? Yes, it does. In fact, the twelpforce idea has links to a number of Best Buy products, all in response to people’s requests on Twitter.
2) Is it frequently updated? Even at midnight eastern time, there were still active Tweets going on. That’s serious customer service.
3) Is it user-friendly? It certainly seems to be. If you submit a question to the Twelpforce, they respond back. I don’t know where you could get lost doing that…
This is a great use of the web. The problem with online shopping has always been that if I have a question, I can’t get it answered (unless I’m willing to sit through an awkward Live Chat function with a “customer service specialist”.)
Now, with Twelpforce, I’m a tweet away from an answer. Wanna know when the newest Window’s is coming out? Twelpforce. Got a question about digital cameras? Twelpforce. Want a recommendation for a strong netbook? Twelpforce.
This is how you sell products in the digital age. It’s amazing, but there isn’t a single company that does something like this. Best Buy has the scale to do it, but so do about 30 other retailers. This is like Geek Squad, on steroids.
And it’s not just their Twitter. There’s a facebook page for Best Buy with gift ideas. Forgot it was Mom’s birthday till Facebook reminded you? Figure out what she’d like, on Best Buy’s facebook. There’s a best buy connect page online. There’s geeksquad.com.
So there it is. As of right now, Best Buy has the BEST internet presence of any corporation. If you can think of another nominee, leave it in the comments. I’ll do a follow-up post on Friday after diving into your suggestions.
Follow Devin on Twitter at www.twitter.com/devinkunysz
Follow Twelpforce as well: www.twitter.com/twelpforce