Pretzel Crisps Double Facebook Likes In 36 Hours

Here's how Pretzel Crisps doubled its fan base in a day-and-a-half.

Most people like to save a buck or two when they can. The trick for marketers, as Pretzel Crisps discovered, is knowing where the customers are and how to attract them.

It turns out there were quite a few fans of Pretzel Crisps clicking around Facebook – and rewarding those customers with a money-saving opportunity was exactly the type of back-to-basics campaign that motivated fans to join the community.

The objective of the campaign was to drive fan growth on the Pretzel Crisps Facebook page by increasing the number of likes bestowed upon the brand. The strategy? Reward fans of the brand with deals when they join the community.

At February’s tail end, Pretzel Crisps posted its first coupon, a $1-off deal, on its Facebook page, and voila, the number of fans jumped from 5,000 to 12,000.

Later, on March 15, they tried the experiment again. If the company posted a new coupon, would a new slew of customers show their support in droves? The original $1-off coupon was quietly replaced with a “buy one, get one free” coupon. There was no promotion, no status update and no pricey public relations or advertising push announcing the change. In a repeat performance, within 36 hours, Pretzel Crisps doubled its fan base.

Today Pretzel Crisps boasts 45,000 fans on its Facebook page. “Our social media strategy is to unite fans of our brand,” Jason Harty, director of interactive marketing at Pretzel Crisps, said in a prepared statement. “One of our first priorities was to give value to our fans, and use this added value to bring in new fans.”

It’s worth remembering that marketing strategy doesn’t have to be groundbreaking nor bust the budget to reel in new customers or cement loyalty with established customers. Save them money, and they’ll likely show up.

If you haven’t already, you might check out your favorite food brands on Facebook – are there cost-cutting deals you’ve been missing out on?