LowCostHolidays.com Doing Social Media Marketing The Right Way

Thomas Cook PlaneSocial media marketing presents us with opportunities every day, we just need to be cognizant of them. Something simple can become a major boon, and sometimes it pays to go over the top a little bit, because if you don’t, a competitor might.

This played out last week after a joking Facebook post went viral. A man named Thomas Cook posted on the Facebook wall of the Thomas Cook travel agency. He wrote, “Seeing as I share the exact same name as your huge company, and because of this I have been ridiculed for as long as I can remember. I think it’s only fair that you help compensate for this by giving me one of your lovely holidays.”

The global travel agency politely declined. This might have been the end of it, but for LowCostHolidays.com. They saw the message and replied to Thomas Cook (the man) with this, “Here at lowcostholidays.com we completely sympathise with your suffering and if your name was “lowcostholidays.com” we would certainly have accepted your request to be sent away on a weekend in Paris. … So how about we send you on that weekend in Paris?”

And they did.

And the story blew up.

It’s been featured on most major news outlets and no matter how whimsical the story, it still ends up as a lot of great publicity for lowcostholidays.com, more than they ever could have gotten from spending the relatively small price of a weekend in Paris on advertising. Thomas Cook (the company) isn’t getting bad press, but they missed out on the opportunity for some GREAT press.

The takeaway? When you’re in a competitive field, sometimes it pays to be willing to go a little further than the competition. Keep tabs on their social media as well as your own, and capitalize on their mistakes and missed opportunities. Just make sure they can’t do the same thing to you!

Original article about Thomas Cook social media posted on Wikimotive’s blog under the title Thomas Cook’s Vacation.

About Tim Martell

Timothy Martell is a digital marketing and SEO expert regularly sought out by both media and industry leaders for his opinion on social media marketing campaigns that really work. Timothy has been seen on MSNBC and Dateline, has been interviewed twice by Facebook for his successful dealership advertising campaigns, has been a featured speaker at automotive conferences such as, DMSC, AMBC, and the Driving Sales Executive Summit and has been featured on the cover of AutoSuccess magazine. Timothy is known for pushing the boundaries of conventional automotive thinking and producing social media campaigns that generate massive numbers of followers leading to record ROI.

 wikimotive.com

Comments

  1. I’ve seen this on reddit recently. I think most companies just haven’t adapted to the world of social media yet. A new generation of CEO’s might be more open to this culture of ‘giving little goodies for good reputation on social media’, but I think most current CEO’s will just completely dismiss any marketing person that proposes this to them.

    Maybe this example can be used to convince more people about the benefits of doing social media the right way, because Thomas Cook clearly blew it here.

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