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JUNE 2017
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71
THINK
SELLING POINT
Exponential Exposure
Find inspiration in the stories behind small brands that found sudden fame.
What happens when you don’t like
donuts, but you love dough? If you’re
pastry chef Dominque Ansel, you make a
mouthwatering donut-croissant hybrid that
takes the breakfast-treat world by storm. The
‘cronut’ became the hip pastry, thanks to a
kind word from a popular food blogger.
With such a ramp-up in rabid fans, Ansel
could have either increased output to keep
up with demand, or remained dedicated to
a quality product—even if it meant some
patrons missed out. He chose the latter,
and today the cronut continues to win new
converts with every sweet, aky bite.
The lesson? Choose quality over quantity
and your consistent results will bring in a
lifetime supply of loyalty.
Social media outlets may still feel like
a new phenomenon, but the truth is one
year probably equals 10 in the social media
world, thanks largely to the built-in ability
to input new information constantly. But
one robotics company found a way to teach
the old social media dog a new trick—
launching a product on a global scale with
the moment-capturing app Snapchat.
Denver-based Sphero was asked by
the CEO of Disney to develop a rolling
version of the “Star Wars” droid BB-8 for a
movie-related toy and merchandising event.
Not only did Sphero build and present the
droid at Force Friday, but the creators stuck
around and recorded the excitement for
posterity using Snapchat. That posterity
turned into pro tability, as the Snapchat
campaign resulted in the sale of more than
one million robots in 2015.
What can you learn from this? There’s
more than one way to use social media—
think outside the box to get more bang for
your marketing buck.