Pinterest for Business Social Media Marketing Example: Footers Catering in Denver

Mike Hanbery - 4.26.2012 11:45 AM

Pinterest was the fastest Internet social network in history to 10 million users, so naturally it has drawn the interest of social media marketers looking for ways to use it to build their brands, grow their businesses and participate in the growing marketing trend of image-based communication.

Footers Catering in Denver, Colorado, was an early adopter of using social media marketing to build its brand and interact with clients and prospects. The second-generation company is continuing its innovative approach to new media marketing by using Pinterest for a visual dialogue with brides-to-be, wedding planners and event planners.

“On Pinterest,” says Anthony Lambatos, Footers CEO, “we can create a 'board' for each event. This allows a member of our team to have a private, ongoing conversation with each client. While this type of interaction has been available through many forms for some time, the visual nature of Pinterest lets all parties see how different colors work together, room layout options, ‘I really like this,’ and more. Sometimes someone thinks they really want a particular food item or decorative element and when it is put into place on the Pinterest board it turns out not to work with the overall scheme; sometimes they’ve been calling a flower by the wrong name…really all kinds of ideas are coming to light and we have just scratched the surface on this tool.”

Similar uses of Pinterest are being adopted by retail buyers, commercial and residential real estate professionals, graphic design firms, jewelers and more. Infographics proliferate readily through Pinterest, providing a new avenue for B to B marketers.

“It’s also been interesting,” said Lambatos,” to see people ‘re-pin’ our stuff, dialogue it with their connections on Pinterest and Facebook, and get referral prospects from that activity. Conversely, when we start working with someone, we’re able to look at their Pinterest boards to see what they like. This expedites the customization of their experience with us.”

Pinterest won’t be for everyone (nor is email or text messaging or Facebook or…) but for businesses seeking to grow, it’s important to be where the customer is and communicate in the way they are most comfortable. For businesses using visuals, in 2012, going to where the customers are means going to Pinterest.

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