Innovation: what your business can learn from the Old Spice Man

Old Spice’s latest marketing campaign spoke to the people. No, really. The Old Spice Man actually spoke to individuals by making custom videos for certain Twitter or Youtube followers. Recipients of these personal videos were unanimously awestruck and flattered, to say the least. Take Kevin Rose, the founder of Digg.com, who tweeted: “HOLY SH*T, best get well video EVER from the old spice man!: http://bit.ly/dpSeOs”

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At the heart of this brilliant viral campaign is Tara Hunt’s idea of turning the bullhorn around. In the age of social media, two simple ideas are of paramount importance: listen & respond. Opportunities to create two-way conversations can help you get in touch with your customers, get grassroots feedback about what works (and what doesn’t work), and help your business become more relevant.

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Case study in listening & responding -
1) Listening: Old Spice read what people were saying about them on Twitter
2) Responding: Old Spice directed videos specifically for those people. The Old Spice man responded to their questions and concerns with humorous quips.

3) [Reaction]: the people got their 15 minutes (or seconds) of fame & Old Spice benefitted from massive media attention & positive feedback.

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Social media allows businesses to maintain a personal feel. Yet, it also allows you to respond and interact with customers. Today’s marketing is not one-directional. An unbelievable amount of people can influence your business- for better or for worse. Small companies and little companies should not fear; instead, this is the time to innovate.