At first, people used Twitter to tell their friends what kind of latte they were having, and where, that they were walking the Schnauzer, and that they had holes in their socks. Ho hum. Now, though, businesses are beginning to understand that Twitter can be a powerful marketing tool. Especially locally.
Twitter Proves Its Worth as a Killer App for Local Businesses
New Orleans Pizza Joint, Chicago Yogurt Chain See Results From Promos on Microblogging Service
AdAge.com
by Abbey Klaassen
Published: May 18, 2009NEW YORK (AdAge.com) -- All those brands trying to figure the ROI of Twitter? They might do well to follow the lead of the local pizza joint.
NAKED PIZZA: Recent Twitter promotion brought in 150% of a recent day's business.
Naked Pizza, a New Orleans healthful-pizza shop that's hoping to go national -- Mark Cuban is a backer -- has been marketing itself via the microblogging service. And recently it has started to track Twitter-spurred sales at the register. In a test run April 23, an exclusive-to-Twitter promotion brought in 15% of the day's business."Every phone call was tracked, every order was measured by where it came from, and it told us very quickly that Twitter is useful," said Jeff Leach, the restaurant's co-founder. "Sure, there's the brand marketing and getting-to-know-you stuff. ... But we wanted to know: Can it make the cash register ring?"
Mr. Leach is one of many small businesses using Twitter as a marketing tool -- and his group could turn out to be a lucrative market for the fast-growing site if other local entrepreneurs have similar experiences.
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