Who needs traditional marketing and advertising when you have a smartphone, a TikTok profile, and a charismatic CEO serving as the brand's public face? That was the thought that crossed Sammy Nussdorf's mind when he created his TikTok page, known as Brokeback Contessa (a name his friend suggested, as he refers to himself as the gay version of Ina Garten, making the username fitting).Brokeback Mountain meets Barefoot Contessa), to promote his upcoming gourmet grocery store, Meadow Lane, located in New York City.
Although Nussdorf first considered collaborating with a marketing agency, he soon determined it wasn't the right choice. "I didn't agree with their approach. I wasn't impressed with their strategy. I found their pricing unacceptable. I didn't like the things they were trying to sell me, so I began exploring TikTok," he says.The Hollywood Reporter.
The founder of Meadow Lane is not the only business owner who has turned to social media for self-promotion, as it allows brands to interact directly with customers instead of relying on a third-party agency. In today's world, where people seek real, personal connections, a widely used app like TikTok appears to be an ideal platform for achieving that.
Individuals enjoy witnessing the creation process, and numerous people have ambitions and desires to launch their own ventures. He mentioned that he thought, why not record this whole experience and invite others to accompany him on this journey of starting a business, particularly in the areas of food and drinks as well as flowers.
He isn't incorrect. Nussdorf has accumulated millions of views and almost 130,000 followers, despite Meadow Lane not being open yet. He mentions that viewers particularly appreciate his food tasting videos along with the founder's openness about the store's extended delays.
"Frankly, the delays developed their own existence and appeal on TikTok, which is a good thing because it turned into a whole comedic routine and became quite amusing, even though it was still very stressful for me as the founder," he acknowledges.
Although Nussdorf has gradually shared more glimpses of his personal life via the TikTok account, he maintains that "the brand existed before the influence." Even though sharing oneself online can be nerve-wracking, he took the plunge, aware that it would either be extremely awkward or successful, and fortunately for the CEO, the latter proved to be true.
Now that Meadow Lane is scheduled to officially open this fall, Nussdorf is eager for people to experience the food, particularly after more than a year of teasing his TikTok audience. "[We're going to be] transforming these parasocial connections into genuine relationships," he mentions, "and I believe it will be rewarding to see people finally enjoy the store."
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