If you are a foodie who is active on social media you probably would have been one of the hundreds who attended the Nuffnang FoodFest at Sunway Pyramid on Oct 5. And if you didn’t you probably would have heard about it anyway. The event was promoted heavily on social media platforms like Facebook, Twitter as well as traditional media.
Needless to say the event was a huge success thanks to the blogging advertising company’s clever marketing campaign, and this foodie was definitely impressed! I could go on and on about what kind of food was served and show you a ton of foodporn but I’d rather focus on their social media marketing campaign and how we can learn a thing or two from it especially if you’re a blogger or passionate about digital media as I am.
Here are 6 things we can learn from the Nuffnang Foodfest:
1. Make it easy for people to participate
The premise of the event was simple: you Tweet or Facebook with the hashtag #NNFoodFest, show it to the relevant vendors and get a free sample. Easy to explain and understand in less than 140 characters. No fuss no muss. Let’s face it, people are lazy and don’t want to make the effort even if there’s free stuff involved. The new age of high-speed mobile connectivity has cultivated a demographic of users who are used to instant gratification. If you want to invite them to engage in your campaign you have to make the process easy for them with the least amount of effort and time on their part.
2. Use appropriate image
One would expect lots of pictures of food from an event such as the Nuffnang foodfest, and there was. But there is always more than one way to promote an event without resorting to the usual cliche shots, all it takes is a little creativity.
For instance, Nuffnang posted these pictures on their Facebook page on the day of the event:
Okay it may not be the most creative image in terms of photography but by simply adding a time stamp they created the illusion that the event is drawing crowds faster than the vendors can serve the food. It doesn’t matter if in reality this is only happening in one section while the rest of the vendors are busy swatting flies, you’ve already created a buzz and in advertising perception is everything.The above image was posted with the following caption:
So many Nuffnangers are here for our party! :’)#nnfoodfest Fingers crossed we don’t run out of food… Haha just kidding!
With just a few sentences these guys managed to tap into the Malaysian psyche and two traits that motivate our behavior: Kepohchi-ness and Kiasu-ism. Anyone who is familiar with Malaysians during mega sale season can appreciate how effective this strategy is, especially when there’s free stuff involved.
3. Go deep not broad
There are so many social media platforms out there and it’s hard to keep up, you can only post, tweet, pin or blog so much in a day. Plus not all social media platforms will fit well with certain businesses and content.
When in doubt, go deep not broad. By focusing on major players like Twitter and Facebook, Nuffnang managed to stir up a buzz online and grabbed some serious attention. It was one of the top trending topics in Malaysia that day and even registered on worldwide trends.
4. Engage your audience
Nuffnang doesn’t call their followers customers, they call them Nuffnangers. By personalizing your interactions you create a quasi-personal relationship with your fanbase and it makes them feel part of your community instead of just another faceless customer.
Engaging your audience is a 24/7 endless process though, it involves a lot of active participation, keyword scouring, retweeting and replying. But if you do it right you’ll not only retain your fanbase and grow it exponentially as they help you to spread good vibes through word-of-mouth.
5. Engage with influencers to promote your business/event
This is more relevant for small businesses that may not have a strong following but can also be applied to any company trying to build their social media presence. Try to get the attention of influencers in your field, if they tweet or retweet about your activity you are effectively reaching out to their fanbase as well, creating a ripple effect.
For instance Nando’s and myBurgerLab tweeted about the event and they each have more than 2000 followers.:
Similarly Chatime tweeted an article on the event which was published in the Star. Not to mention well known food critics from blogs such as shannonchow.com and spicysharon.blogspot.com. Riding on the coattails of celebrity bloggers is the oldest marketing trick in the book.
6. Retain the buzz
So you’ve planned and executed your event. It was a huge success, worthy material for future marketing textbooks. You’ve posted pictures on your Facebook page, tweeted everyone that came, put up a thank you message along with the mandatory after-event group gathering shot. What else is there to do? Milk that shit for it’s worth that’s what!
The real work has only begun. If you’re event was really such a big success people will surely be talking about it. First thing Monday morning is to hit the internet and see what people are saying about you. Retweet, reply, brag about it in every channel you can think of. Or if you’re really smart you can get creative and make other people do the buzzing for you. Like giving away free stuff so that people will blog about you. Who could resist the allure of ‘free’ leftover merchandise right?
Why else do you think I bothered to blog about it in the first place?
I kid, I kid. Seriously the Nuffnang foodfest was a marketing genius and other big advertising kahoonas should sit up and take notice. The future of marketing starts with a #.