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Chamber Snags Sherpa for Social
and Email Engagement
The Madison Chamber of Commerce wanted to boost
engagement in the community and with member businesses.
In the past, they dabbled in social media and held about
4,000 member emails. They needed help, so they contacted
the Sherpa at Supplemental Oxygen Digital (sO2).
Holy RSSing, Batman!
The Chamber had poor social media results – their Face-
book and Twitter were linked; all content posted on one flowed to the other. And poor best
practices continued as all the posts were sell, sell, sell!
Social media is a cocktail party
Our Sherpa explained that social media engagement is like a cocktail party: speak, listen
and ask questions. Someone who talks and talks, especially about selling widgets, is never
popular at parties. We took over the Chamber’s social media, and began engaging like Don
Draper... at a cocktail party.
Do email, not snail mail
The Chamber wanted an E-newsletter, but didn’t have the time or expertise to design and
manage one. We designed, wrote and sent it, with SpongeBob Mac ‘N Cheese headlines that
popped! Check out our YouTube Channel to learn about “Mac ‘N Cheese” headlines!
Here are the numbers!
We created and sent over 30 newsletters, delivered over 114,000 times and increased the
Chamber’s member engagement. We grew Twitter followers 70% to 2,721, increased Facebook
engagement and grew Likes organically 22% to 1,074.
Let the Sherpa at sO2 help your merchants breathe easier as they scale the digital
Connecting with SMB’s by
'Speaking their customer’s language'
When our company began working with the
Scripps Newspaper chain, we started our sales
training at the Corpus Christi Caller Times. Our
training is unique and focuses on the “buying
factors” the business owner’s potential custom-
ers might care about.
The final phase of our training involved call-
ing on an account to test what we had just taught
and an inactive account, Harbor Place Indepen-
dent Living, was selected. This client had been
called on previously with no results. Using our new approach, we did some advance research
which involved understanding the types of things family members consider when choosing an
independent living facility for their loved one.
When we walked in, the business owner recognized the sales rep from previous visits,
raised his hand and said, “Listen guys, I’ve got your rates...I’m good”. Using our new approach,
we replied “Sir, let me explain why we came over to see you. We had a quick question, if a
son or daughter was interested in your facility for their parent, would they be able to walk in
and speak to any of the residents, or do you have specific residents that you would prefer they
speak to?” He replied, “They can speak to ANY of the residents...and I’ll walk away.”
Quick note: Ask a prospect a question that is specific to their business (make it potentially
significant to the type of sale they may gain and closed-ended) and they will answer the ques-
tion 95% of the time!
We continued our pursuit with a question about whether the prospect could sample the
food. His response was quick and proud. “Definitely, we have a great chef, our food is excel-
lent,” he said and added “they can even spend the night. Why are you asking?”
Another quick note: We now have the business owner’s attention by asking the same ques-
tions his potential customers ask. Now we have to successfully take his answers and transition
to gaining his agreement to have a deeper conversation.
The owner was engaging with us now so we explained that we believed we could help him
attract exactly the types of prospects that would appreciate an independent facility just like his
if we could just ask a few more questions. He agreed to give us another five minutes or so.
As the old saying goes...time is money. If you’re wasting someone’s time...you get less
time. However, if you are potentially making someone money... you get more time. We were
there for almost an hour, with the business owner willingly giving us incredible reasons to
choose his independent living facility. When we came back in a few days with both print and
digital solutions...the business owner loved them. Actually, he had no choice...after all, they
were his ideas!
Remember: If you want to gain credibility... speak their language!!!
Contact : firstname.lastname@example.org
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