Sometimes a case study inspires. This happened to me on Tuesday of this week, when Eric Majchrzak, Marketing Director of Freed, Maxick and Battaglia (FMB) presented at the B2B Marketing Summit in Waltham, MA.
Eric was speaking on a social media panel about his Buffalo-based CPA firm’s outdoor interactive Facebook billboard. Basically, this billboard projects for all the drivers and pedestrians who pass it by, the most current posting on their Facebook page. But unlike so many other corporate Facebook pages that just talk about themselves, this Facebook page promotes non-profit community events. Genius.
The billboard is set up as follows:
It also embraces social media best practices: creates community, encourages dialogue, stimulates interest.
By integrating one classic marketing tactic (billboard advertising) with another (social marketing), FMB has more than doubled the impact of both these tactics. A great example of how to integrate social media into the broader marketing context. Furthermore, I'm betting this not only gets them more new clients, but it makes their current ones happy they have FMB as their accountants.
Who would have thought that an accounting firm could have thought of this? I just wish I had. Hats off to Eric and the folks at FMB who gave him the green light!