Will Trader Joes Leverage Their Customer WOM?

There are a lot of Trader Joe's fans out there, including myself. Some of these fans, not like myself, are so loyal they are motivated to the point of expressing themselves through music and video. One very loyal customer created a three minute YouTube video set to the Brazilian samba tune of Águas de Março that's already a viral hit with over 540 comments and 228,000 views.

If Trader Joe's were smart they'd be jumping at the opportunity to leverage this video and get involved with the conversations happening around it! A good plan of attack for any company that finds themselves in this situation is to Listen - what are people saying about the video - is it mostly positive? Learn - is there anything you can take away from this! Think of it as a free focus group! Leverage or Adapt - how can you make this a part of what you are already doing, what opportunities does this present? Lastly Respond - engage with your customers! If you haven't been doing this already consider this your invitation to the party that's been going on for a while now.