Smart Sutter Home Social Media Brand Promotion
Social media driven user generated content promotions are nothing new. It seems like every brand with even an inkling of what social media is all about is asking its customers to send in ideas about how the brand fits into their lives.
Today, I came across a “Build a Better Burger” UGC promotion from the Sutter Home Winery. While this idea is not unique, I think it is notable for one extremely compelling reason, the brand knows who their customer is. Understanding who you are talking to is a critical component of social media success. In the case of Sutter Home, the easy answer is that their customers are those that like wine. However, this is far too broad. As wine can be bought for $5 per bottle and $50,000 per bottle, stating your customer is one who likes wine does little good.
Sutter Home understands that the burger crowd and not the filet mignon crowd is the core of their customer base. Therefore crafting a promotion to the likes of this customer segment will have a much great chance of success than a more broadly (un)focused effort.
The website supporting the promotion is also terrific. There are videos from Sutter Home’s culinary chef that provide tips on how to create a great burger, information on Sutter Home’s Wine and Burger University and links to a burger cook book.
Prominent real estate is dedicated to the promotion on Sutter Home’s home page as is easy access to the brand’s presence on Twitter and Facebook. Yes it is a well overused phrase but a social media promotion like this is rare and in this case very well done.
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