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Abbey Klaassen writes about interesting promotion practices using Twitter to pump up local businesses on Advertising Age. Naked Pizza, a New Orleans healthful pizza shop has recently started to track Twitter-spurred sales at the register, and they found out that an exclusive-to-Twitter promotion brought in 15% of the day’s business.

“Every phone call was tracked, every order was measured by where it came from, and it told us very quickly that Twitter is useful,” said Jeff Leach, the restaurant’s co-founder. “Sure, there’s the brand marketing and getting-to-know-you stuff. … But we wanted to know: Can it make the cash register ring?”

Michael Farah, founder and CEO of Berry Chill, a yogurt shop with three Chicago locations, has been using Twitter to send out “Sweet Tweets” promos that require users to show they’re Twitter followers of the store. In a month, he’s logged 700 followers and, he said, “sweet tweets” haven’t diminished his daily sales.

The potential of Twitter will be proved through every kind of Twitter promotions by global companies and local companies. In Japan, Dell Japan has launched their Twitter, and now, they have 2,197 followers that could be increasing fast by adding more product news or exclusive promotions. The market of mobile phones in Japan is unique comparing to other countries, and mixing Twitter and mobile phone promotion could have a huge potential. As a matter of fact, McDonald’s Japan has successed in their mobile phone promotion distributing daily coupons.
I think that Twitter’s immediacy fits marketing mix using mobile phones in Japan.

Twitter Proves Its Worth as a Killer App for Local Businesses