Gary Vaynerchuk Did What?November 21, 2013
The day Gary Vaynerchuk sent me Fresca via Twitter (because I asked)
“If you don’t ask, you don’t get,” they say – and I recently discovered that, on Twitter, that is most definitely the truth.
Social media superstar Gary Vaynerchuk started out this month by asking:
It was Friday I was thirsty and missing my favourite American drink Fresca ( UK readers -Fresca is a bit like Lilt, but sooo much better) so I replied to Gary:
Gary then tweeted to me
That I thought was the end of it, just a little chit chatter with Gary Vaynerchuk ( which he does so well & frequently with so many of his 1 million followers)
Then later that day, out of the blue, one of his colleagues contacted me privately and asked for my phone number and address.
What happened next still came as something of a surprise – a week later, 12 cans of Fresca arrived at my door, having cost Gary around $100 to ship.
I’m not a client of Gary’s, and I didn’t really expect him to send me any Fresca, but he went above and beyond the call of duty to get it to me – and I’m glad he did. (I’ve banned anyone else in the house touching my Fresca, it needs to last as long as possible!)
What does Gary Vaynerchuk get out of this?
It seems like not a lot. He could easily make a ton more money if he didn’t reach out to his followers all the time. What he’s doing is not scalable. And I’m pretty sure all his colleagues tell him he’s mad doing stunts like this.
If you watch any of his keynotes or any of his videos’, he always bangs on about how social media should be about give give give and then ask. Hence his new book coming out next week called ‘ Jab jab jab right hook.
Frankly not in a million years, did I EVER expect him to actually send me some Fresca, and there was no secret arrangement in place for me to mention his gesture in public, either on Twitter or in articles such as this one. All in all, it was a $100 ‘direct mail’ that was never guaranteed to achieve anything more than getting some Fresca to me here in the UK – and I’m very grateful for Gary’s efforts.
What have I learned from this?
The lesson I have learned on a personal level is that it’s good to go over and above the expectations of your client base, and deliver much more than they could reasonably ask of you.
Gary Vaynerchuk has done just that, using Twitter to find individuals and make them feel special – and that is what social networking is really all about. But it’s not just an altruistic, friendly thing to do; making customers feel valued has been a cornerstone of customer retention for generations.
Think of the last time you got free coffee or chicken, or money off your grocery shopping; in this case, I got Fresca, but it’s the same basic principle.
It helps your brand to stand out in an increasingly crowded marketplace, helps put a friendly face on your organisation, and helps to make sure your clients and customers associate your company with positive feelings and emotions.
What can we all do?
You might not have hundreds of dollars or pounds to spend on lavish gestures for people who aren’t even paying customers, but there are some simpler things we can all do to make clients feel valued.
For example, when an order is placed, why not phone up the customer to say thank you? Not to upsell them, or to try and tie them into a longer-term contract, but just to say thank you and let them know they are valued. This can help to increase the chance of repeat custom from them, while also encouraging them to say good things about you to their friends and family.
Just as social media has replaced word of mouth online, these kinds of small gestures can extend that positive word of mouth back into ‘the real world’.
Small gestures can have a big impact – or, in the example of Gary Vaynerchuk’s case of Fresca, big gestures can help to really put a smile on the faces of your potential customers.
To follow Gary’s lead at giving away gifts for free, we have a KILLER FREE gift for you. Click here to claim it.
If you’re reading this before 12th December 2013, Gary is coming to London. He’ll be speaking just one day here- go here for more details