Finding a niche market and working to develop a following requires an exchange of mutual value. You as the brand must convey something of value to the consumer. Ideally, this information should be of sharable quality. If it is then your consumer will be driven to share your information with their network which then increases your marketing net exponentially.
In Chicago, Flirty Cupcakes on Wheels has a loyal, local following for their gourmet cupcakes. To find these one of a kind confections one has to follow the company on Facebook or Twitter. By providing residents with their route schedule they build anticipation for their treats. Like children waiting and watching for an ice cream truck, adults are glued to the route for a taste of these one of a kind snacks traveling by cupcake truck. This exchange is genius.
Because the flavors are unique and succulent people are then compelled to discuss the find with others in their network creating ‘buzz’ or conversations about the product. This results in essentially free advertising. The mutual exchange provides value for both the consumer and the company allowing each to meet their needs.
This success has been documented by increased media coverage including being named to Chicago Red-Eye’s list of things to do in Chicago during the summer. This Social Media Marketing strategy and integration of marketing has been so successful because the brand understood their market: young professionals working in the city with a sweet tooth and a sense of whimsy. As this client base are the most plugged in to social media as a way of connecting and interacting with other individuals the extension to utilizing social marketing as an advertising vehicle was a natural leap.
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