Is It Snap, Crackle or Pop?

Snapchat went public about two weeks ago and saw its stock price increase by nearly 50% even though the company has yet to generate a profit. What is the fascination with this media platform that allows content to be accessible for 24 hours only? Can Snapchat be a viable medium to promote a decorative plumbing and hardware showroom?

 

The answer is yes and the reason why is that if your target market knows that the videos of a new kitchen or a new product will only be available for 24 hours, the likelihood of your targets viewing them increases substantially. Here are several keys for using Snapchat to promote your showroom.

 

Tell a compelling story instead of trying to sell someone on the need for a new bath. Explain how a new bath will improve their lives (not just the value of their homes) and lead to a healthier lifestyle. You can use video guidance for storing things more effectively. You can highlight smart shower systems and technology advances that are currently available. You will never lack for content to tell a good story.

 

Other companies that are enjoying Snapchat successes use the medium to highlight the essence of their brand. For DPHA members this could be a commitment to the local economy and the importance of buying locally. Alternatively, you could tell stories of past projects and even feature customer testimonials. A distinguishing characteristic of Snapchat is that it's raw. Most of the videos that work are taken on cell phones and will never be considered a Hollywood production. The rawness speaks to honesty and integrity. The bottom line is that you don't have to produce a perfect video to capture attention. You can produce multiple videos that celebrate the ability to create an in-home spa.

 

Another effective Snapchat use is to show customers what happens behind the scenes at your showroom. The culture of your showroom will appeal to Millennials who want to patronize companies that give back to their communities and have a higher purpose beyond making a profit. Use Snapchat to show your clients who you are and the love you have for your industry.