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Ken Liatsos on how his company Darn Tough Vermont uses Facebook and Twitter to promote products are made in the U.S.
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Really great we have joining us now can only eight -- with a company called darned tough Vermont.
Which is a high performance stock company.
And -- Well welcome Ken how are you -- good good thank you are imminent talk about a couple of things in this segment first of all how -- -- making use of social media successfully.
And -- are also using social media take get your.
-- in the USA status out there.
So.
-- the company to start.
So our our company is called darn tough Vermont it's play on words and it speaks to what our.
-- only product is teaches high performance.
Socks outdoors socks.
And we are -- for my firm we are going on 34 years old this year.
Family owned company and we had.
And always will be making our socks exclusively in.
The USA and in Northfield Vermont and our -- So for 34 years you've been making.
Stocks right here in United States and had a people know about that.
Well we eat communicate the fact that or an American product the number of different ways eight UK I think probably the first thing that gets people's attention is -- quality of the products.
And that's really what's resulted in the success of our business -- grown -- 50%.
2012.
Over 2011 we had similar results the year before.
And when people try -- product they just noticed right away that it's different so they sort of it's sort of begs the question.
What are these guys doing to make it different and then if they look at our packaging.
-- today -- if they join us online -- any of our social media channels they quickly see that.
We aren't American products.
Made right here and in Vermont some schools warriors and.
And can't just -- carrier your price points because I've bought stocks and good stocks then that's campaign assuring them okay.
-- really long cold days and never see.
Do you find that -- assuming your your stocks are are pricey but do you find making them here in the US make them more expensive.
No we -- not -- not more expensive.
Grandma.
Than any comparable.
In -- Canada and that that common men and notion that made in USA is expensive.
Well.
-- week we we compete in -- performance.
Category the stock market so.
Were not trying to compete against commodity stocks ended -- two or three dollar price range.
It in our sector of the market no we don't need to be more expensive to produce superior -- -- -- Can we had to go through some of the examples of how you interact done on -- at FaceBook and Twitter.
To really -- message out there and you've gotten some really favorable responses so what we're looking right now is it -- And it said if you're new to snow -- -- with a passionate.
And not sure what to buy here are some tips to help and then there's a link hash tags now why did you do it like that and what kind of response -- to get -- Sure well mom that's a great example that you product -- it illustrates how we try it communicate with.
Our our our prospects and our customers to social media wouldn't we -- we -- very -- you.
CDs would -- -- social media channels and it artist a usable and straightforward way which really represents how are.
We don't look to social media as marketing channels were not constantly pushing.
Advertising messages through them rather we want to help.
Our customer or is.
-- share with each other what they do it and they chose an activity that.
That there are passionate about com.
And we manufacture products that are used.
Across a number different active lifestyles let -- by king hiking on -- -- skiing riding.
And so we try and promote those -- to discussions and get people to talk about what.
They do what they why -- to share our ideas.
If we're trying to be authentic.
You helpful.
And non non promotional travel how we work with our customers and our core frankly our finance.
Right right -- -- -- one more.
It says protect your fingers and those from has had frost -- this winter with the hash tag and then recognize that -- -- and I -- -- Hampton.
Yeah while also hash tags are.
An important part of trying to make -- dialogues in Twitter.
More.
Who rapids and give it some more -- so rather than just.
Tweeting something outcome and creating a threat it doesn't have a -- had worked -- That happens you communities.
That already exist that probably some other person or people have made it.
And so we identify hash tags that are relevant to what we're going to be talking about and then we try and leave the conversation.
Into that stream of tweets that subprime -- -- that hash tag.
And what -- not company pictures how do you -- using pictures on your posting.
A lot of the content that we try and -- not slopes at tends to come from our customers we pump that's.
The most interesting stuff is to see you know what are they doing -- any happier doing their socks in the.
An amazing when you get them says set -- I wouldn't naturally think of sending a company -- -- -- something picture of me -- Encourage that relationship.
We humans are essential channels in each -- sort of in and photos -- -- -- -- -- Are we hope -- -- -- applaud.
That you could find on our web site start up dot com.
I don't -- -- -- that we'll see how we leverage social channels we happy to share.
Story but not you know debate I think that the credit frail or -- -- epic hide her -- He's reacting to share their photos without them with a record the -- community.
Yeah without bully pulpit -- -- -- their permission of course.
Across other so there at all but we find and they -- OK -- thank you so much for coming nine can only eight says with.
The darn tough Vermont that come.
