Continuing the conversation we started a few posts back, the full set of comments from Bill Broadbent, President of T-ShirtKing, on how his company is interacting with the social customer. Thanks again, Bill!
Christopher Carfi, Cerado: Why did T-ShirtKing decide to embrace blogs?
Bill Broadbent, T-ShirtKing: Two or three years ago our newsletter was a major marketing tool going out to over 400,000 opt-in subscribers. Since then the numbers have significantly dropped and the profitability of running a weekly newsletter dwindled. We all know why that is.
Blogs were a new way to reach our customers. It didn't replace the newsletter but it is a strong complement.
CC: Is there an example (or two) of an instance where T-ShirtKing feels it has gotten closer to its customers as a result of the blog initiative?
BB: Many customers liked the simple fact that we began the blog to reduce spam. A lot of people opted out of our newsletter, which was a bit unnerving, but they have become faithful blog fans.
CC: What have been the challenges / downsides to TShirtKing as a result of blogging?
BB: Once it's set up, not many. It's easy and fun.
CC: Are there any other things that you would suggest to other organizations that are considering blogging as a part of their business?
BB: It has huge potential and many applications that are just beginning to be implemented. A great example is companies that use blogs to keep customers up to date on new products or services. The blog becomes much more than a company billboard, it opens up discussions and allows for critics and suggestions. I have no doubt in my mind that ten to twenty years from now most companies will be using blogs as a standard business tool.