Why Engage on Twitter?

No. 42: Avoid the ash-heap of history

3 Quick Takes

1. Kum ‘n Go Brand Strategy: TikTok Because I Don’t Understand

2. MarTech: 7 Leadership Lessons for Marketing Agility

3. Richard Dedor: Impact of ESG Marketing

My Top Tweet Last Week

Why engage on Twitter? I came up with three key reasons for people and brands:

Richard Dedor 🇺🇦 @RichardDedor

A1: Engagement ROI is simple: - Further reach into their communities - Builds communities through conversation - Engagement breeds engagement #TwitterSmarter

Madalyn Sklar  Digital Marketing since 1996 @MadalynSklar

Q1: Why is the reply feature a powerful way to grow your reach? #TwitterSmarter https://t.co/r962t06nlV

A Number to Consider: 3

One of my first jobs was working the check-out line at K-Mart. You may remember the days of going to K-Mart and having a hot dog and soda while shopping (Costco, anyone?) Or the joys of the original layaway? This past week, one of the last remaining K-Mart stores closed leaving just three stores remaining. (That’s 200% more than Blockbuster, though!)

Did you know, K-Mart and Wal-Mart began about the same time and one is a stalwart and the other is mostly in the grave.

This happened because of investment. Investment in technology. Investment in customer insights. And then dedication to action.

You have to take action to maintain market share and find future opportunities. K-Mary refused. Blockbuster refused. And because of that, both are basically “mom & pop” stores today.

Tweet of The Week

To sum it up: Tell people why they should consider your product. Let them figure out the rest:

Connie Cen | SMS + Email Marketing 🚀 @Conniesends

Bad Marketing Copy: - This is what we sell - This is what it does - This is what it's made of Great Marketing Copy: - This is the problem you have - This is how our product can solve it - This is how we are different - This is why our brand is a good fit for you 🎤💥

Something to Consider

Confession: I LOVE Easter Peeps. Like, love them to a point where I know I should stop eating them but I can’t. I keep eating. One Peep. Another. Until all of them are gone.

Too many organizations set up partnerships or paid influencer campaigns to check the box of marketing tactics without deep considerations for their brand. Sometimes, however, a brand gets it right.

Enter: Peeps.

I saw it on TikTok about a week or so ago: Limited Edition Peep Nail Polish. This past Sunday we were in Target and found the last box. So, we picked it up for our daughter. Full review: Amazing! It is high-quality and it looks amazing.

A brand partnership should be collaborative, quality, novel, and fun. The Peeps nail polish checks all of those boxes.