Another example is when Olson received a tweet from a customer explaining how he loved the blue Monster energy drink, but wished there were more in the machine because it was always running out. Olson asked the route driver to add an additional spiral of blue Monster. The next day’s tweet had the customer expressing his amazement and gratitude. “Before, he just dealt with a machine,” said Olson. “Now, he knows it’s a real person.”
Olson admits getting his social media campaign started was costly. He figures it cost $2,300 in Q1 to run the campaign, including the giveaways. He’s hoping to partner with suppliers for his next round of social media campaigning. Still, it was worth it. “It (social media) gave me a better understanding of what they want,” he said. “I can’t quantify it, but I know there’s value in the knowledge.”
At the 2012 NAMA OneShow, Olson decided to build a new Website to strengthen his online presence and leave behind a “Mom and Pop” impression his old Website conveyed.
A business for the future
Olson loves the vending business, especially with the exciting addition of micro markets. All the changes he’s made are real tangible points of difference. “We have a future, a plan, a purpose,” he said. “And it’s to be the highlight of the break room. And we can do it.”
Plus, he gets to work with his wife of 25 years, Cari, every day. “That’s been a real joy,” he said.