Over the course of the last 6 articles I wrote on Twitter, my goal was to educate you about the use of Twitter as a social networking tool and to examine how social networking could be useful to your business.
In this article, I’d like to share with you how the Southern Jewelry Travelers Association (SJTA) used Twitter during the March 6-8, 2010 Atlanta Jewelry Show to help enhance the show experience for both the show attendees and exhibitors.
We at GJB Partners, LLC are honored to be working with a visionary like SJTA President Steve Binder and the driving force that makes it possible, SJTA Executive Director Carol Young, who see the value and benefit a combination of rich media applications, marketing opportunities and social networking tools will bring to attendees and exhibitors alike.
At the beginning of this series of articles on Twitter, I mentioned there are four distinct ways in which companies are using Twitter: Directly as a marketing vehicle to inform customers about special deals, private sales and upcoming events; Indirectly to build awareness and establish brand identity; Internally to pass along information between employees, managers and store owners and Inbound Signaling or what I refer to as “stealth mode,” where companies monitor what customers are saying about products and services without any direct interaction between the company and the consumer.
SJTA used a combination of these messaging techniques not only for show specific information, but then on a go-forward basis as they incorporated these tools on a daily basis to communicate with show attendees and exhibitors.
So what were the benefits to the retail jeweler attendees? First of all, it meant that they had the opportunity to connect with SJTA show staff in a whole new way. During the show, staff was available to help walk retailers through setting up their own Twitter account and answer any questions about how Twitter works or how Twitter could help to connect with SJTA, or SJTA exhibitors.
SJTA Show attendees were able to register for all types of Twitter “perks” that weren’t available to non-show attendees.