Every once in a while, I come across someone doing it totally and completely right. Taking relationship marketing or social media, and bending and shaping it to their will. So, in keeping with the read/write/share nature of the web, I have decided to take a moment each week, and point out when someone gets relationship marketing (or at least my view of what it should be) right.
While browsing Reddit I came across this post from the good people at Rocky Mountain Pie. Earlier in the week, someone had posted a pizza made by the guys at Rocky Mountain Pie, and it made it to the front page, a small victory for any Redditors post. Rocky Mountain Pie saw the post about “Pizzasaurus” and decide to pay homage to the good folks at Reddit, by constructing a Reddit Alien pizza (as seen in the picture above). Almost like they took a page from the Chris Brogan book on “Growing Bigger Ears” they listened, reacted and engaged in a way that only social media can offer.
Here is why I think it worked:
- Rocky Mountain Pie actively reached out to the people of Reddit, and offered up something fun, for free. They didn’t have to do it, and they aren’t asking anything in return.
- They shamelessly plugged their business, location, and even offered to recreate the Alien Pizza.
- The response they received is tremendous. Just take a look at all the comments:
“I have to say that I don’t mind this sort of shameless promotion because it is more personalized and considered. There aren’t any bots involved.”
“Emailing my friend in Denver and telling him to bring the family if he hasn’t already – you guys seem hella cool. 
ACHIEVEMENT UNLOCKED: Shaped Pizza Viral Campaign”
“So close to my house, guess I’m going to have to give it a try as I’m always looking for a good pizza joint.”
“I will be back in my wonderful home town of Denver in two weeks. I guarantee that I will buy a pie from you. Good plug.”
And there are many, many more just like that.
This is how relationship marketing is supposed to work, making real connections with people, in an effort to sway their decision, but ultimately not forcing yourself upon them. In this instance, any Redditor that ends up in Lone Tree, CO, is sure to grab a pie, any Redditor who knows someone close, is going to recommend Rocky Mountain Pie, and every Redditor who sees the post will continue to talk about it. At least for the next day or so, we all know how fast the internet moves.
So to Rocky Mountain Pie, keep doing what you’re doing, because you have got it oh so right!
Anyone else have some instances of “Getting it Right”? Leave a message in the comments!
