Madison, Wis.-based Sub-Zero, Inc. and Wolf Appliance, Inc., industry leaders in premium refrigeration, wine storage and cooking equipment, has proven itself most popular among Facebook fans in the kitchen appliance category. Over 89,000 fans, owners and kitchen designers currently interact on the official Sub-Zero and Wolf Facebook Page.
Launched September 2009, Sub-Zero and Wolf’s Facebook page allows the company to share product news, design trends, showroom events, culinary tips, recipes and videos. Fans share photos of their kitchens, discuss their latest culinary creations, swap recipes and recommend products.
As the brand leaders online, Sub-Zero and Wolf continue to dominate the kitchen appliance category on Facebook, with 10 times more combined Facebook fans than its leading competitors.
To find out the brands’ secret to success with Facebook, eM+C recently chatted with Christopher Parr, Sub-Zero and Wolf’s brand communications and interactive marketing manager, who directs interactive and social media strategies. Highlights from the discussion include the following:
eM+C: Why did you turn to Facebook as a marketing tool? What were your original goals for the social networking site?
Christopher Parr: Our existing customers and owners — predominantly affluent women aged 44 and up — were becoming active on Facebook, so we knew it would be a great place to communicate with them about our brands. We really wanted to create a place where our current customers, who are very passionate about our brands, can share photos of their kitchens, discuss and swap recipes, and recommend products. Basically, we wanted them to feel like they’re a member of the “club.”
We also wanted to create a place where we could cultivate new prospects by introducing them to new product lines and features, and where they can learn about our brands from our current passionate customers. Finally, we wanted to communicate with another segment of our customer base — kitchen design professionals — who use the page to showcase kitchens they’ve designed.
eM+C: How did you first go about promoting your Facebook page to customers?
CP: We made sure to establish our page with real customers and real owners from the start. I’d rather have 10,000 real fans and owners — true brand advocates — instead of an irrelevant mass. We wanted quality over quantity.