It's Wednesday 5pm and up till now there's NOBODY who's tweeting out #pizza2stanford. NOT EVEN ONE. This baffles me. Who doesn't want free stuff? Is tweeting out #pizza2stanford THAT hard?
Here's a list of reasons that I think that might have caused this epic failure:
Not enough coverage - The twitter campaign is promoted on twitter ONLY. Not on our main GetQuik website, and not even on the micro-site pizza2stanford.com. This means that anyone who is not following us on twitter will have zero idea that the twitter promotion is going on. This brings us to the next two reasons pertaining to followers.
Lack of followers - We only have 155 followers. Is this number too low for a twitter campaign to take off?
Nature of followers -Our followers comprises restaurant owners, some of our friends, random people (most of them looking for sex) and other marketing entities (aka spammers). Seems like none of them are our target audience: customers! We have little or no followers who might be potential customer (someone who likes pizza and lives in the Bay Area!).
GetQuik Credit vs. Real Pizza - The prize is in the form of GetQuik credit instead of real pizza. I am wondering if people are getting turned off because they are getting some imaginary money instead of real piping hot pizza or cold hard cash. The prize in the form GetQuik credits may give the customer the impression that you need to purchase from GetQuik or have a GetQuik account to qualify for the lucky draw.
My phrasing of tweets - The way I phrase the tweets about the promotion may be misleading or too confusing for the followers. Oh well I am not the person with the best command of english but which part of FREE PIZZA do you not understand?
Prize not big enough - We've seen similiar campaigns using apple products as prizes that achieved phenomenal success so could it be that 1 pizza is not enough to motivate a person to tweet #pizza2stanford?
What we're going to do for week 2:
Ante up! - Since 1 pizza is not enough to motivate anyone to tweet, how about TWO PIZZAS? The prize from last week is going to rollover to this week and this week's winner takes ALL.
Microsite - We are going to promote the campaign on the microsite, pizza2stanford.com. Hopefully the twitter campaign can leverage on some of the marketing of pizza2stanford.com (we've pasted some pizza2stanford.com posters in Stanford and Palo Alto) to gain more exposure.
All said, we are actually not really dissapointed with the result. This is a case study and its success is far less important than what we (or you) can learn from it. The epic fail at the start has made us identify some of the traps that one may encounter in a twitter campaign and we are excited to see how this will evolve 10 weeks down the road. Or to put it simply in Ken's words: "0 tweets. Week 1. awesome"
1 comments:
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