HOW A TIFFANY’S NECKLACE MADE ME A RAVING PRETZEL FAN

I’m going to start this story by saying that I fully understand the irony of sending a preschooler to school with expensive jewelry. Rather than bore you with the details, this tweet explains my lapse of judgement in 234 characters and why Super Pretzel has a fan for life.

After posting this on Twitter and Instagram, I had a few laughs with friends (and several text messages asking me what the heck I was thinking) followed by more laughs when I dropped my daughter off at school the next morning.

I checked my phone and someone responded to my tweet. To my surprise, it wasn’t another mother and even anyone I know. Instead it was a brand. A pretzel band, nonetheless.

Surprised, I laughed out loud and sent Super Pretzel my address. A few days later my husband text me a picture of a HUGE box dressed nicely with the Super Pretzel logo and the catchy hashtag #snacktivate.

I’ve always liked Super Pretzel and eaten them throughout the years. They remind me of my childhood and now that I’m a mother with three young kids, I consider their pretzels to be a great alternative to so many of the unhealthy snacks that children crave. In addition, my daughter has a nut allergy, and they are on our safe foods list. (Truly a golden list if you have a child with food allergies.)

When I opened the box, it was filled with pretzel swag that I never knew I needed, but was excited to have. I immediately put on the socks (my kids loved the smiley faces sprinkled all over them) and cracked open a seltzer to pour into the mug (I’m usually a drink out of the can girl, but this felt like an occasion).

The handwritten note looked like it was written by one of my friends, so naturally I was excited to read what it had to say.

In a word of Social Media and everything digital, there’s nothing quite like getting a handwritten note in the mail. Add a box with goodies and coupons in it and you have yourself a super fan! (When I’m at the grocery store moving forward buying a box of Super Pretzels WILL be on my list!)

So what can we all learn from Super Pretzel:

• They created a plan to target a specific demographic based on a hashtag (#MomFail) and brilliantly formed a relationship with me by first replying to my tweet (which alone would have elevated their brand in my eyes) and then went a step further by mailing me something.
• The package they sent was full of personal touches including a handwritten note and coupons that I could share with my fans.
• Their packaging and message encouraged me to use the hashtag #snacktivate to further push out their brand to the Social Media masses.

Which leads me to say. My pretzels are cooler than your pretzels!

(And… I ended up getting the necklace back.)

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About Danielle: I’m the proud President and CEO of the Greater Lowell Chamber of Commerce located in Lowell, Massachusetts for the past 7 years (and counting)! The Chamber represents 600 businesses so I get to talk marketing on a daily basis – which I love!

When I'm not at the Chamber (i.e. nights and weekends) I work with small businesses to effectively (and creatively) market their business on a shoestring budget. And by shoestring, that could mean no budget (as in zero dollars). I love helping small businesses solve their marketing woes, once and for all. Lack of time, knowledge and resources is no match against the right tools, some outside of the box thinking and a work smarter, not harder mentality.

For more information please head to my website and download the FREE 5 Step Weekly Facebook Posting Plan. You can also connect with me on Twitter or Instagram at @DMcFaddenLowell and join my FREE Facebook Group (Small Business and Nonprofit Marketing Think Tank).