- One of their target markets is brides (they provide wedding entertainment for receptions and/or parties)
- We ran an experiment to see whether or not it's possible to find brides using Twitter
- While we attracted many companies seeking the same market, Twitter didn't send us many brides (i.e. they're not using Twitter to look for information about weddings)
- It was a quick and low cost way to test the potential of the market
- It built a list of potential future alliances (i.e. complimentary suppliers)
Twitter isn't a replacement for full-blown market research. What it offers is an approximation of likely behaviour over a very short period of time (48 hours in this case), at no additional cost.
What is obvious from the followers we picked up, is that many complementary businesses are using Twitter. And that it probably is a useful tool for building alliances. It was Claire that spotted the opportunity to use Twitter as a way of developing mutually beneficial relationships as follows...
- The company's Twitter page attracts followers over time
- Most of these followers will be companies looking to supply complimentary services to the same market segment
- We make contact with these companies, offer to post a free tweet on their page, and ask if there's anything special they'd like us to post
- We retweet when they post something useful or interesting
- Schedule tweets to go out only during UK business hours
- Tweets are crafted to include the targeted company's name and the primary keyword relating to that topic
To put it another way, Twitter can be used as a B2B relationship marketing and referral tool.