At Sprout Insights, we’ve written about the value of using Twitter chats for building conversations around particular topics. However, Karl Staib, owner of Party Biz Connect, wondered if there was something he could add to the chat concept to increase engagement with his audience even further. Karl says that, “when it comes to increasing engagement with your target audience, the more of the five senses that you an incorporate in your marketing, the better.” This realization led him to the idea of combining visually-based Twitter chats with teleconference voice conversations, and the concept of Twitter Parties was born.
“The object of a Twitter Party is to engage with people, earn their trust and let people share you or your business with their friends. It’s a great way to sell something without the hard sell,” says Staib. “The beauty of a Twitter party,” he adds, “is that you get the audio [teleconference] and visual interaction [Twitter stream] — that’s what gets people interested in what you have to say”.
Successes Worth Celebrating
The Twitter Party concept appears to be very effective for Party Biz clients. According to Mr. Staib, a recent Twitter Party for authors Danielle LaPorte and Linda Sivertsen, promoting their “Your Big Beautiful Book Plan” seminar, generated over 1,300 tweets and 67 unit sales over the course of the Twitter Party campaign. Party Biz Connect promotes Parties one week before and one week after the actual events.
Staib cites another example of a Twitter Party used to promote Internet marketer, Barbara Sher, and her new membership-based program. Party Biz Connect hosted her Twitter Party on April 28th. By midnight on April 30th, only two days after the Party (and still within the post Party promotion), Sher sold 147 memberships — over $26,000 in sales — from that one promotion.
The success of any individual Twitter Party will vary, of course, depending on the product, service, or individual being promoted. All of Staib’s clients are given a comprehensive plan to capitalize on the buzz generated from the Twitter Party and to keep the marketing momentum going even after the Party is over.
Takeaways From Party Biz Connect
One of the keys to successful selling is to make your sales pitch so transparent that it doesn’t seem like a pitch at all. This is especially true in the world of social media where overt selling tactics are generally frowned upon and avoided by the majority of the participants. Promoting your product, service or event around the concept of a party — where all of the participants get to know you by getting to know each other — is a novel approach which may work for your brand.
Have a Twitter Success Story of your own? If so, we’d like to hear from you.
[Image credit: Party Biz Connect]