I captured this screen-shot while browsing Facebook recently.
It’s a great example of social-marketing.
Hard-marketing doesn’t work in social media. That’s why the Firestone ad doesn’t read, “Firestone tires are better than other tires when driving at night.” People get annoyed with hard-marketing when it clutters their valued social spaces, and it doesn’t result in sales.
Instead, the company takes a softer approach, and positions itself as a thought-leader in the automobile industry.
It provides a helpful tip for its audience. Granted, it’s something that most drivers are already aware of, but they are still giving advice to people on how to drive more safely. And it’s also important to note that the driving tip has absolutely nothing to do with tires, the product that Firestone sells the most.
No product is mentioned in the ad. To me, that means that Firestone understands social advertising. They added value in the form of a driving tip to the audience, and backed it up with some subtle branding: “Make your car a Firestone.”
No, I didn’t see the sponsored Facebook post and go to Firestone’s website to buy something. However, Firestone put itself in the forefront of my mind, and made me think positively of the company. When I do need new tires, I’m more likely to buy Firestone.
Do you think that Firestone Tires has the right strategy?