Marketers may think they have a handle on what people want this Labor Day, but Twitter tells a different story.
In a recent survey, here’s what we found:
In several key areas such as travel, entertainment and events, marketers were on target. However, people (at least those on Twitter) don’t seem to be as shallow as marketers’ tweets would imply. Consumer conversations primarily revolved around “getting away” and “enjoying time with friends and family,” as opposed to marketers’ tweets, which focused on contests, TV shows, money and weight loss.
While it would be premature to think this means consumers don’t care about Labor Day sales, one might conclude that Twitter users are less concerned about merchandise during the holiday and more interested in experiences.
In some cases, there was an actual backlash against marketers. Consumers were loud and clear in tweeting, “I don’t want fashion advice. I want to wear white after Labor Day!” There were also quite a few heated posts about labor unions and the origins of the holiday.
While this is just a small sampling of the consumer population, it shows that marketers can do a better job of creating relevant Twitter posts. For instance, during the sample period, one well-known stain remover brand tweeted heavily about a product giveaway leading up to Labor Day. Knowing how strongly consumers feel about “wearing white after Labor Day,” the marketer could have scored big points by tweeting, “Proud sponsor of stain-free whites… even after Labor Day.”
As another example, there were several offers from marketers for “10% off” a product or service. Survey results indicate a missed opportunity to win customer loyalty by offering, “Enjoy your family this Labor Day – Save with us next week.”
When crafting Twitter communications, the key is to listen to your consumers: ask yourself, “What do they really want?” Be honest. Then tweet about that.