When you check in on Foursquare to a location that has 50 or more people, you will notified of a “swarm.” As a sales and marketing person, I absolutely love this. This tells me that there are 50 or more people at this particular location, and they all took the initiative to check in. They are interested and engaged.
So as a marketer, how do you capitalize on this? We are tasked with developing a campaign that gets the word out in a big way, without being intrusive or overbearing. There are brands that have taken to this idea and not only found a solid customer base, but have cultivated a highly loyal following. Like bees on honey, they swarm.
If you have an idea that would benefit from being marketed to a large amount of people with the same geographic characteristics, why wouldn’t you?
A recent campaign that has utilized “swarm marketing” is a product by the name of Truvia®, a sugar substitute. It is currently running a campaign called, “Turn Your Town Truvia.” At the moment, the campaign is in the discovery and education phase. Fans can nominate their favorite eatery to carry the product, which is touted as a natural, healthy alternative to sugar. This campaign is using top radio talent in different cities to drive folks to engage. The incentive is the chance to win prizes up to $5,000. All of these drive traffic to an easy to use Facebook app.
They collect small amounts of data from each participant, and encourage them to share with friends. Their strategy is working because not only did I remember it, I felt the need to write a blog about it. The multichannel approach drives people to one place that offers incentives and spreads awareness. This is truly swarm marketing.
Give the bees something sweet to buzz about, and they’ll swarm. Now find a way to capture them and develop a relationship.
Now a question for readers. Is marketing to the swarm a smart way to approach a new or developing niche or will it be too invasive, and turn people away from your product or service? Sound off in the comments or on Twitter, @iflymobi!