WOODCHUCK: Social Media Spotlight
Posted on: 03/31/14, 10:24pm
WOODCHUCK: Authentic, truly American-made products. We bring jobs back to America, nature back to people, and quality products back to consumers.
I had the pleasure of meeting with WOODCHUCK founder Ben VandenWymelenberg back in 2011, when the company was brand new. Since then, the innovative tech accessories brand has evolved into a unique fashion brand. Luckily, WOODCHUCK still maintains their attention to detail, level of customization, and dedication to getting people outdoors. They provide a line of premium products with a focus on the why, ringing true to their mission, “A world more connected to nature.”
From a social media standpoint, WOODCHUCK is killing it.
Their presence spans: Facebook | Twitter | Pinterest | YouTube | Google+ | Instagram
While they post a variety of content on these channels, Ben has found that content with a focus on company culture and peeks behind-the-scenes at WOODCHUCK HQ get the highest engagement rates.
The best part of WOODCHUCK’S digital marketing efforts? They currently don’t need to engage in any forms of paid advertising. While the competition is loading up on Google AdWords and other paid traffic-driving tactics, WOODCHUCK can rely on word-of-mouth and social media to do the work for them. Additionally, unlike many of the big box and run-of-the-mill tech accessory brands, WOODCHUCK doesn’t need to discount.
But they tried the whole discount thing once and it worked really really well…
On Black Friday they ran a Facebook Promotion for $1.00 phone cases. Although that price didn’t even cover the cost of materials, they wanted to do an unbelievable deal and see how much traction they could get on social. The paid FB post got global exposure and 750+ orders piled in during a short window of time. The flash sale not only drove brand awareness and website visitors, it also brought them 500+ new Facebook fans and customers from dozens of other countries–all with just a sliver spent on paid promotion.
As for Twitter, Ben admitted to getting into it “just recently.” Before he didn’t really see the point, but now actively tweets and follows individuals on the platform. It’s been extremely successful, especially as a “quick and easy way to get a hold of people” he says.
WOODCHUCK has taken a thought leadership approach on Twitter and it’s put them in a really good place. In recent “How did you hear about us?” discussions with new business customers, more than a handful have cited “Twitter.”
How does Team WOODCHUCK set themselves apart from the competition? In a number of key ways…
A focus on The Why gives their company longevity. From the very start the founders decided they were going to build a brand, rather than simply sell products. The brand has always been the focus. “We continue to push ourselves,” says Ben, “positioning the brand like Patagonia vs. a boring tech accessory e-retailer.”
In a recent Inc. article titled, Seth Godin on What Marketers Are Getting Wrong, Godin stated, “It’s not just stuff. People have enough stuff, but they don’t have enough meaning.”
WOODCHUCK connects with customers on a deeper, more emotional level by having a strong focus on their mission and dedication to being 100% Made in the USA (which none of their competitors can fully claim). For this reason, they’ve pulled their products off Amazon. “We know we’re not the cheapest” says Ben, “but our customers highly value our brand and mission.”
To see their current product line, check out: http://www.woodchuckcase.com/pages/fall-2013-lookbook.
P.S. We speak from experience when we say WOODCHUCK products make great corporate gifts and branded swag!