About the Brand
What did Carmex initially sell?
Chapstick
What was the company's main way of spreading its brand during its first seven years?
Word of mouth
What social media website does Carmex use?
What does Carmex aim to get on Facebook?
Likes and engagement
How many potential new flavors is Carmex promoting on Facebook?
Three
During what time period was Carmex founded?
The Great Depression
What company did Carmex use as a Marketing Consultant?
Bolin
What made Carmex switch their marketing strategy from word of mouth to Facebook?
To keep up with the growing competition and changing markets
What is one advantage of Facebook?
Lets them know that users are interested in their product and they can give promotions
How far in advance does Carmex plan their posts?
One month
What was the primary reason they chose the name Carmex?
It's easy to remember - it doesn't mean anything.
What two questions did Carmex ask themselves when beginning their marketing process?
2) What do we stand for?
What does Carmex use as an example of audience engagement on Facebook?
Wall posts, likes, questions and answers
What does Carmex do to create engagement on Facebook?
Contests, polls
What are the disadvantages of "likes" on Facebook?
Just because you have a lot of "likes" does not mean they’re the right "likes"
What two core values helped Carmex get its start?
Reputation and good customer relationships
What topic did Carmex initially approach Bolin for help with?
Digital and social media marketing services
How does Carmex choose what they post on Facebook?
They want to promote their brand, but also talk about other things the customers may be interested in
What does the number of "likes" measure?
The size of Facebook brand's audience
What is a disadvantage of Facebook engagement?
Level of engagement can't be the only thing
What products do they also sell now besides Chapstick?
Skincare products
What does the Founder do to foster a good relationship with his customers?
Respond to all letters and emails
How does Carmex define Facebook engagement?
A measure of audience activity
What type of content does Carmex post on Facebook?
Content that is interesting and engaging to interact with
What are the benefits of Carmex using Facebook poll?