Baileys Biscotti: A 'sample' of good digital brand communications

In the old days within business environments, reaching the consumer was equivalent to captivating him. Now, companies need to nurture and nourish not only consumers, but also their attention span's. 

Plenty of brand's are yet defining what social media means to them. I think two things are essential here:

1. How might a CEO scale the importance of social media and digital mediums in its communications strategy? 
2. We cant simply take Facebook and Twitter as being a part of "social media" anymore, can we? 

These two medium's need an independent outlook whilst devising marketing plan's - they are now amazingly mainstream enough to look at them as an above the line communication tool. Then we have the Foursquare's, Digg's, Reddits etc who are still playing catch up in the field, much like Apple, which was initially quite cult towards designers and creative professional's  before ultimately garnering the tremendous appeal of today. 

I think Bailey's strategy to offer 200,000 Biscotti samples over Facebook is a great strategy. It keeps in line with its brand image by having relevant 'pull' elements for the crowd. Facebook is not just about the like button - that is just the beginning of the customer engagement journey. Similarly, sampling a whisky is the first step in customers and fans engaging with a particular style and brand of whisky. It is that crucial first step for a connoisseur or even a novice to form an impression and give his stamp of approval. 

           

                                             

                                                  The New Baileys Biscotti

                                     

However, brand engagement is much the same as whisky sampling. Passion for a brand and love for a whisky both need to evolve over many many years of trial, consumption and appreciation. It could be the same for a company Facebook page. Brand page's need to take a leaf out of Bailey Biscotti's strategy - it has stayed true to the product, the appreciative qualities that whisky drinkers along with their strong social ties and affiliation with fellow drinkers. Fans literally have to "toast" to a best friend on Facebook or a fellow Baileys aficionado. This toast leads to the the lucky friend being treated to a 5cl sample of Baileys Biscotti. Fantastic. 

                             

To see more of the Baileys Biscotti digital marketing, visit the Facebook page by clicking here.