In business, we usually think of “opting-in” as permission that consumers give us to start a digital communication. A consumer opt-in is a valued commodity. Be it a “like” on Facebook, a Twitter or Pinterest follower, or a recipient of a monthly email blast. Today, there’s a lot of money being spent to get consumers to freely opt-in.
In a way, it’s like buying a vote.
Recently, our company, New Leaf Service Contracts, LLC has thought about employing these techniques to build up our “likes” on Facebook. In case you’re interested, New Leaf designs and administers customized service contract programs for retailers, e-tailers wholesalers, distributors and manufacturers to offer to their consumers.
Needless to say, we don’t have many people beating down our Facebook page.
I’m no social media expert, but I do consider myself pretty logical and I believe I do a pretty good job of putting myself in the shoes of the other person when I’m trying to be objective. In this case – the consumer. The first thing I realized is that asking someone to like us or opt-in simply because we give them something feels a little fair weathered.
So I asked myself, is New Leaf likable? What are we doing to be likable? We position ourselves as a provider of service contract programs that puts the customer first. This might be a first in our industry, so we’re pretty proud of it. Yet just having a great product isn’t necessarily a reason to “like” someone, in my opinion.
So New Leaf looked at what we could do to be more likeable. And we discovered that it was us who needed do some opting in – freely. So we found a charity that has meaning to New Leaf and fits our mission of being responsible. So it is on this platform that New Leaf proudly announces our partnership with Plant-it 2020, a worldwide tree planting service.
Four things that set them apart from other reforestation organizations include 1) No-Logging: they plant trees in non-harvest locations with high survival rates, 2) Geographic Scope: they provide the largest number of locations worldwide for customizable city and forest tree-planting projects, 3) Business Conduct Ethics: they subscribe to the Tree-Planting Code of Ethics as well as actively educate contributors about industry scams and deceptions, and 4) founded GROW (growforests.org); an industry organization consisting of those reforestation organizations setting benchmarks and consistently performing the highest quality reforestation practices.
This is how New Leaf is opting in – to do our share in giving back and replenish the resources we use.
You might say this article is still a little self-serving. But we’re hoping it might encourage other companies to opt-in to some things that make them more likeable.
And besides, if New Leaf doesn’t get a ton of “likes” because of this announcement, that’s okay. Because we feel more likeable. And that’s better than buying a “like” anytime.