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Dear Chobani: I Love You
By: Guest | February 14, 2013 |
Today’s guest post is by Howie Goldfarb.
I am sitting here typing this Valentine’s Day-related blog post Lindsay Bell asked me to deliver, while eating a banana Chobani, which is a brand new flavor.
I’m eating my banana Chobani with my really sweet chic designed 21st century Chobani yogurt spoon (see below).
How did I get such a sweet set up?
You see, I am a Chobani brand ambassador. If you know me online or in real life you know this.
What is a brand ambassador, you ask?
Us marketing wonks and wonkettes throw that term around a lot willy-nilly because, “Social media enables you to galvanize brand ambassadors to promote your product for free revving up sales and reducing the cost of marketing to zero!”
Uhm yeah. Sure.
From Wikipedia, the famous (possibly correct) bastion of information? “Brand ambassador is a marketing term for a person employed by a company to promote its products or services within the activity known as branding.”
So, the Walmart greeter. The person handing out free samples at the mall. Not quite what you imagined, right?
The fact is, we probably all have a brand or three – out of the hundreds in our lives – we love and go the extra yard or mile to promote.
Every brand wants you to promote them in a positive light. Good luck brands! Good luck to them!
When I discovered Chobani, I started talking with them through the social networks. They fostered the relationship to add to a top quality best in class product (my opinion). And throughout time…BOOM! Brand Ambassador. No I don’t have a T-Shirt (yet!).
This is what I do: Everyone who knows me online and offline know I love Chobani. I let them know. I talk to the Chobani team, headed by Emily Schildt, director of consumer engagement, almost every day on the Twitter.
When I open a fridge at someone else’s house and see Chobani I yell ‘WOOT! Chobani house! High five me!”
I take pictures from the dairy section of the Chobani shelves and say, “On vacation” and upload to Twitter.
I take photos of Chobani trees…
Chobani snowscapes…
And even make really amazing modern Cho-Art and post on the social networks…
I have blogged about Chobani: Fun Friday – Chobani Rocks the Yogurt World.
I have spent time in the dairy section converting at least 30 people during the last two years to switch from some big mass-produced brand to Chobani. And because I’ve lived not far from their plant in upstate New York, I knowthe milk is from happy cows. I tell people this!
In return, just like last year this time, I got an email from Chobani, “Ashley Butler, community coordinator, says send us your current address so we can send you a case of our new flavors (12 cups).”
That is what happens when you nurture your relationships with your fan base in a real, human way. And that is what a brand ambassador does. Do you know many?
Happy Valentine’s Day Chobani! Now I am off to buy the wife some flowers!
Howie Goldfarb is vice president of marketing and corporate strategy at Web Choice Consulting, a full service integrated marketing and Internet agency. He had a 14-year career in direct B2B industrial sales before deciding to lighten up his dreary work life and move into advertising/marketing. He has a CFO’s view of marketing, bringing a dose of reality to the confusing world of jargon, spin, and hype. He currently lives in the Green Mountains of Vermont and is still seeking his first moose sighting.
92 comments
My wife has just got me on the Chobani bandwagon. She hooked me with the Chobani bites, and I love the pineapple and caramel and raspberry and dark chocolate flavors.
And why are the cows happy, Howie? Are you singing them the Chobani happy tunes? There's another viral video waiting to happen.
Enjoyed the pics, too - yeah, that is definitely over the top from consumer to brand ambassador.
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@jeffespo @chobani @ginidietrich try their Pear Flavor! Refreshingly different. And thanks for the share. I am smarter for knowing you 2!
@bdorman264 did you ask Charles Barkley if he eats @Chobani ? We should send you some to gift him.
@howiegoldfarb I'm in; send over Charles is on this healthy kick anyway. I'll tell him it was courtesy of you, the @Chobani Brand Ambassador
@howiegoldfarb We are very honored and we look forward to seeing more of your study! Thank you for noticing our passion for engagement! :)
No tshirt!? We've gotta fix that. Email amy.keefe[at]chobani dot com and let's get you decked out in some killer CHO gear. Also, thank you so much for the kind words, Howie! We're extremely flattered and so appreciative. You rock, plain and simple! Amy @Chobani
2 Like
Great stuff @HowieG .
My grandmother used to make Greek-style yogurt at home -- my mom still does -- so why would I give a rip about some store bought stuff?? j/k, I do like your brand.
And really, it's not technically "Greek-style", it's really Lebanese style, but the Greeks had a better social marketing team.
* * *On another note... I once got a gift package from Coke for writing a blog post about a little Coke ad/message that I liked on an airline napkin. It was a nice gesture.... but I thought it was inappropriate in that instance. Of course, I didn't send it back.
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@barrettrossie LOL the @Chobani founder is actually Turkish and they did a great thing by taking a plant in upstate NY that I think Kraft was selling and reopened it for yogurt.
I never got yogurt for writing a blog post for them. But when bloggers mention Chobani usually Chobani asks the blogger if they want to give away yogurt to their readers. Very smart!
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Companies have a hard time understanding the term "Brand Ambassador", and what to do with them. It is so simple, they are the people that understand your brand better than your marketing department and who do a better job, for free.
If I could use college sports as an analogy, the Brand Ambassadors are your Super Fans and your marketing department are you cheerleaders.
During a time out, few watch the cheerleaders, but everyone does the wave, usually caused by a superfan. If you are a college, they are the people who paint their chests and scream the loudest. And if you are a smart company, you treat those people nicely, and maybe get them seats close to the front once in a while.I don't think you can make a brand ambassador, but I think you can give them a megaphone once you find them. To many brands are investing in their cheerleaders instead of their superfans.
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All of a sudden things so much more sense, and you just turned me into a Howie Goldfarb brand ambassador!
I love brand ambassadors! I love what it means to be one, I love how little it takes to turn a customer into one, but I also love how there's no recipe for that alchemy ... it's magic, like my spirit animal, the pink unicorn.
Happy Belated VD!
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@dwaynealicie you win best comment! Who said being late to the party is a bad thing Dwayne. @bdorman264 is good at this too. He refuses to go to any bars until it is last call.
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Dude, what time did you have to get the suit back? Are you the only Green Mountain boy that has a suit?
I want to be a Brand Ambassador; Grey Goose or Budweiser, do you hear me?
Good post sir, hope all is well. Pitchers & Catchers have reported....hope springs eternal.
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@bdorman264 it isn't about owning suits in Vermont Bill it is having a chance to wear one. Next month starts Mud Season getting my waders ready.
I think Chobani really needs to get on sending you a T-shirt.
Also: You haven't seen a moose yet? Are you even trying?
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@AmyVernon omg I try Amy! Closest I have come is the father in law on a hike saying and pointing 'Moose poop'
3 Like
What I got out of this post is that you make it a habit to open the fridges at homes you visit. Good to know if you ever come by my place. Share that tidbit with Chobani - I see a viral video in the making.
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1 Like
@samfiorella the fridge is where the beer is kept. So when you say 'brb have to use the bathroom' i steal your beer and replace it with Chobani.
@stacyh_realtor @jasonkonopinksi thanks for the shares! I love you too Jason don't be thinking I jilted you.
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I love Chobani, they're my Valentine this year ;). My favorite is the pineapple with blueberry being a close second! Thanks for sharing the love!
@howiegoldfarb Agree - that's why we do random stuff like this: https://t.co/Cor5LKfP - Attendees incl. followers who replied to a tweet.
@northern_munky that is cool. I like the fun stuff on social. You have to give a reason for people to talk with you.
@howiegoldfarb True, either with stuff like that, or just by having your content talked about for the right reasons. Compel them to share.
@howiegoldfarb haven't seen it yet but I'm going to take a wild guess it wasn't in a positive light ;-)
@the_swedishfish actually I wasn't harsh to them. Just an example of when you ppiss off someone they will hound you via social for months
@the_swedishfish it is 36F today so short sleeve weather. had a big snow last friday. need more!
2 Like
We have talked Chobani before @HowieG ! We love it at home too! My favs are Apple Cinnamon & Peach. My 8 yr old adores the new Raspberry with Dark Chocolate bites & wants it in full size!!!
Gotta say, you clean up well for a Islanders fan!
Latest blog post: Graduation Requirements for the class of 2017.
1 Like
@sydcon_mktg just wish the Islanders would clean up the penthouse vs the basement every year
@HowieG LOL...my Hawks cleaned up pretty well this year so far...no regulations loss!!!
Latest blog post: Graduation Requirements for the class of 2017.
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