- Masi had very little marketing budget
- Masi had increasing sales
- Tim had a very small staff
"So really, I’m the only full time Masi employee."
Timeout. So ONE guy is doing all this?!? That's it, I had to learn more. I called up Tim last week and he was nice enough to spend about an hour with me. Here's what I learned:
- Tim took over as Brand Manager for Masi in 2004
- In 2005, Tim read an article about how blogging was going to impact business, and possibly even the biking industry. He went home that night and launched his MasiGuy blog.
- By 2006, Masi's sales had doubled from the time he took over as Brand Manager, and his blog's readership was at around 200-300 people a day
- From 2006-to now, sales have almost doubled again, and the daily readership for Tim's blog has grown to 500-1,100 a day.
- Tim estimates that about 75% of his marketing time is spent with social media, and sees that load increasing moving forward. He still sees traditional marketing as being very important, and sees print advertising going up as well.
I don't think so. I think the key takeaway here is that social media can HUGELY impact your business IF it's put in the hands of your employees that love connecting with people. Social media allows Tim to more effectively do what he was already doing. Tim was already connecting with suppliers and dealers and retailers and customers in-person and at trade shows/industry events. Blogging and social media simply gave him another way to do this, and reach many more people at the same time. I've said this time and time again, but if you launch a social media strategy, it has to work with your EXISTING business strategy. Social media does that for Tim, which is a big reason why it's working so well for him.
Companies, find your employees that are already passionate about connecting with and helping your customers, and empower them to use social media to do so. It works, just ask Tim.