On the heels of SXSW it’s clear that SoLoMo is a fact, not a fad. I catch up with BJ Emerson , VP of Technology at Tasti D-Lite, the frozen treat chain with a cult following among health-conscious consumers as well as celebrities. The company doesn’t just get So Lo Mo — it has literally written the book on it, and will be releasing The Tasti D-Lite Way :Social Media Lessons for Building Loyalty and a Brand Customers Crave a bit later this year — so watch this space.
BJ, a champion of SoLoMo and an authority on the ways companies can and should harness mobile and location to super-charge Social CRM, spoke at dozens of industry events in the last year, where he discussed the importance of moving beyond mobile integration of loyalty and rewards programs to really understanding the emotions consumers feel and want to express as they engage with brands on this deeply personal level.
The approach certainly delivers results. This last year went on record as the “greatest growth” year in the history of the 24-year old brand. The brand —whose popularity has grown largely by word of mouth — is a veteran when it comes to customer engagement and social media marketing. Beyond U.S. growth, Tasti D-Lite is also expanding internationally, opening locations in Mexico, Australia and the United Arab Emirates.