Back for good
Back for Good
Over the last few months, I’ve tuned in to my fair share of marketing webinars and been reading many wise words from a multitude of wise people. What will the future hold, new ways of working, how will things change moving forward… The list goes on.
Guess what? Times they are a changing.
The ones that resonated most with me were those who focused on brands and how they and their agencies were or could best engage their customers and consumers.
Empathy and sensitivity have been key of course and our screens were filled with caring, sharing multiple screen shots to the sound track of a well chosen, well known song. We’re all in this together and we’re there for you has been the common theme. And quite right too, but it’s become a bit of a blur. Sainsburys, Tesco, Halifax, Santander, Virgin… Can you remember who did what?
Many but not all consumer brands seem to be adapting, or should I say pivoting. Globally Nike and Dove championed their brand values to great effect. For the local market, PG Tips claimed ownership of the socially distanced shared cuppa. It makes sense, consumers get it. The Beeb soon muscled in on the cuppa act too with its indents.
As we all slowly and carefully reconnect with our nearest and dearest, it’s time for brands to be thinking about doing the same with their consumers. And sharing some love while they are at it to keep that emotional connection strong. As Mark Robertson puts it: “The best brands aspire to create love. And, love gives a return of money, too. If consumers love your brand, they think less and feel more.”
Rewarding consumers for purchase is not only a great way to increase sales but also for brands to say a personal thank you.
So, what are the best rewards?
Well, that depends on the brand, the brief and the agreed objectives of the campaign. Note objectives, plural. Ideally there should be no more than two or three and these should be prioritised. Clients, please note!
If trial is the key objective, especially for a new product, then money back guarantees, try me frees, taste challenges etc are all excellent mechanics but are not necessarily brand building exercises.
If increasing frequency of purchase is the priority, appropriately themed collector schemes, prizes to be won at frequent intervals: hourly, daily, weekly etc, can all come into play.
Increasing, loyalty, retention and penetration give ample scope for headline prizes, whether free prize draws or chances to win. As long as they are memorable and reflect the brand personality and values.
One of my favourite campaigns was for the Lindt Gold Bunny. Objectives: Increase early season sales and embody the brand promise of creating magic moments to share. The solution: The opportunity to win a 24 Carrot Gold Holiday every week from January to Easter. Each week a winner was randomly selected and in a twist on the traditional Easter Egg hunt, the Lindt Gold Bunny Car (using its Gold Bunny Positioning System) visited them at home with their prize envelope. The results: 64% uplift in sales to 24th February, a 14% uplift year on year and 10 very happy winners.
Successful added value promotions do just that. They add value. The best also make an emotional connection between the brand and the consumer that will be remembered.
Times are a changing but fundamentally people don’t so give them something they really, really want. Something that emphasises what your brand stands for. And something they will remember you, not your competitors for.