Listen to your hairdresser
Why is it that we women tell our hairdressers anything and everything? Seriously, it doesn’t really even matter which hairdresser. My regular stylist was on vacation in Greece when I had a total hair emergency. I made an appointment at David & Mary Salon/Spa in Clay Terrace and ended up telling a completely new hairdresser all about my kids, my business, even my new love for the pumpkin spice latte at Starbucks.
We also talked at length about the promotion ChaCha was running in the salon. Every person in the place had on a ChaCha t-shirt and each mirror sported a static cling text message code. Not only was it a great way to reach a captured audience, the promotion also was a great conversation starter. The big question is: If a hairdresser you trust with your tresses uses ChaCha, would you be more likely to try it?
I tried it. My kids and I wanted to know how to make naan, our new favorite bread. Betty Crocker didn’t cover it so we asked ChaCha.
ChaCha’s team of marketers understands the power of connection. To paraphrase Malcolm’s Gladwell’s (oldie but goodie) book, The Tipping Point, connectors are those people who know everybody and whom everyone wants to know. Connectors listen a lot because they like to be connected – in the know or knowing someone else who is.
To repeat an old theme that is worth repeating until it becomes a mantra; in today’s fragmented media world, you have to find the right connectors for your cause or product. And then tell them stuff. You will get much more accomplished for far less money than if you try to tell everyone your news all by yourself.
And yes, many connectors are big users of social media. But some are not. You have to understand your audience to know which connectors you need to reach and where to find them.
