I’ve used Sharpie pens for years. I use their highlighters & their permanent markers in all colors. I’ve had a mini sharpie on a keychain (abandoned that idea). When I was at DisneyWorld I noticed the tables with Sharpies so and masks kids could color. In all of the busy lines and chaos it was great to have a place to take it easy. Plus they make the masks like a passport of everywhere you’ve been at Epcot.

What has really been impressive though is how Sharpie is using social media, (though being a somewhat boring product). They are getting raving fans instead of people like me who simply liked their products but never evalangelized them. They had a lot of passionate Sharpie lovers out there so they just joined the existing conversation.

Examples:

  1. They set up a celebrity booth in LA with camera crews and PR attention for a new stainless Sharpie pen (I learned about from David Meerman Scott’s Facebook update). They keep you updated on their blog and social media sites. Think about this: could you get that kind of buzz for a new pen?? If you’re Sharpie, yes!
  2. Celebrities and bands get involved.
  3. They talk about different unique ways to use their product, like how to decorate a basement with $10 worth of Sharpies (great discussion during a recession!) and making wrapping paper. Their pens are an artist’s tool for kids and adults alike.
  4. Sharpie is an example of a trusted brand with a great image and decided to join the conversation with videos on YouTube, Twitter, Flickr, a blog, and a Facebook fan page. They fan the fire that was already there (another good argument for building trust with your customers over the long haul).

Sharpie started social media marketing less than a year ago. From the slogan: Write out Loud! To the spend: $2,000. All with one woman: Susan Wassel, social-media manager for Sharpie (fun job!). She says:

“Everybody owns a black Sharpie, we want to give them a reason to own the rest of the colors.”

I love seeing the fun and creativity Sharpie brings to their marketing. Follow them for inspiration!

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One Response to “Sharpie Uses Social Media to Go From Boring to Sexy”

  1. This Week’s Top Affiliate Marketing News Stories (June 12, 2009) Says:
    June 12th, 2009 at 3:16 pm

    [...] Sharpie Uses Social Media to Go From Boring to Sexy [...]

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