MINNEAPOLIS, MN (INGERSOLL RAND NEWS SERVICE) -- Thermo King officially launched its Facebook page at the recent Mid-America Trucking Show (MATS) in Louisville, KY. A free music download was offered to anyone who became a Thermo King "fan" on Facebook during the tradeshow. MATS was chosen as the venue to kick off Thermo King’s social marketing efforts because the Climate Solutions business wants to reach out to the owner-operator customer segment. Facebook will be used to share video and event photos from trade shows, industry information and Thermo King promotions and special offers with all Thermo King fans.
To engage MATS attendees and promote happenings from the show, Thermo King used Twitter and YouTube. On Thermo King's YouTube channel, dealers and customers also can find training videos on various products and services.
Social Marketing Allows a Customer-Centric Approach
Thermo King has long touted the necessity of relationship-building to garner success, and social media outlets offer another means to reach out, communicate and support those efforts.
"While traditional advertising will – and has to – continue, the social networking we can do through Facebook, YouTube and Twitter will connect us to many other marketing efforts – both formal and informal," explained Kim Thorsen, marketing communications manager at Thermo King. "We can utilize these sites to connect with customers and dealers in real time – providing new product information, training videos, best practices and customer or dealer successes. We also like that as our following grows on these sites, our customers have the ability to share experiences with our products and services. We all know that referrals from real customers mean more than any advertising message a company can put out. Our presence in these mediums will allow this. We, at Thermo King, just need to ensure we’re providing the products and services that will garner the positive feedback!
"This is what the 'customer-centric' idea is all about. Social networking offers a 360 degree approach – we can share information, and our customers can share their experiences about Thermo King." Links to all social media sites are accessible via the Thermo King website at www.thermoking.com.