A Look at Some of Our Favorite Customer-Focused Campaigns
Although we could write several blogs about all the great marketing campaigns that inspire and motivate us to be the best marketers possible and make the most effective material – in this blog, we’re looking at a few that we really admire because of how relatable and real they are. We’ll be breaking them down, thinking through what made them so successful, and in turn – helping you brainstorm your next campaign. Follow along as we dive into these customer-centric campaign leaders.
Apple’s #ShotoniPhone Campaign
No matter where you’re located – you’ve likely seen this one around town. On billboards, buses, signs, or online. iPhone and Apple’s popularity is pretty known, but what we didn’t know when the iPhone first became popular was that it would eventually completely replace the digital camera. And that’s what this campaign shows; that you can take photos with your iPhone that are as beautiful as a camera that would cost you thousands. That’s great and all, but that alone would not convince people of today. So, why’s this campaign so successful? It gets real people involved. It’s relatable. The photos are not only from real Apple customers – but include their names. If someone wanted to, they could look up the name of the person in the bottom corner associated with taking the photo and learn more about who that person is. The best part? Not all of these people are photographers, showing that anyone could use the iPhone to take great photos. This tactic is pretty genius and builds trust – as no one would really care if it was simply a generic photo that easily could have been taken on a Canon. “According to various studies, over half (51%) of Americans trust user-generated content more than other information on a company website and claim that it influences what they buy and where they buy it from.”
Coors Light’s #CouldUseABeer Campaign
Another campaign that spoke to the general public and got them involved during a difficult time? Coors Light’s #CouldUseABeer. After a photo of a quarantined, 93-year-old woman asking for a beer went viral, Coors Light engaged with its audience by offering free six packs to anyone who was tweeted about (who – you guessed it, could use a beer). This tactic of giving away free items may seem pretty crazy, but it can go a long way. Although Coors Light gave away over 500,000 beers, their name was tweeted about again and again, which led them to trend, and boosted their reputation in a time of need.
American Apparel’s Direct Email Marketing
Known for being trendy and modern, American Apparel is no stranger to effective, up-to-date, customer-centric marketing. We’re specifically impressed with their to-the-point email marketing. No frills, no fluff – just what the customer wants (sales, discounts, and freebies). American Apparel always ensures that there’s no guesswork for their customers. Simple and sleek, their emails are call-to-action forward without being in-your-face.
Mercedes’ “Like You” Campaign
How do you relate a high-end brand to a broader audience of customers? Relate it to them, literally. Mercedes’ “Like You” campaign did just that. Called to several different types of audiences with phrases like, “Detail-obsessed, like you”, “Groundbreaking, like you”, “Original, like you” and “Curious, like you”. And not only was this phrasing compelling, but consistent. For the span of the campaign, potential customers could find the phrasing on billboards, signs, online ads, and on tv. The consistency was key, in that potential customers began to associate themselves with the brand and possibly even buy a Mercedes.
Airbnb’s Use of User Generated Content
Similar to Apple’s tactic, Airbnb uses the photos, videos, and feedback of its customers in its campaigns to promote beautifully classic or uniquely interesting places to stay. “Millennials spend 30% of their media time (5 hours/day) engaged with user-generated content (UGC). Coincidently, this is the same generation that drives Airbnb’s success in the sharing economy.” Airbnb keeps things personal and personalized by including its audience, which facilitates a happy and loyal community of customers.
Coca Cola’s Share a Coke Multichannel Campaign
We all know this one. There’s nothing more personal than having your own name on a Coke bottle – which is exactly what Coca Cola did for its ongoing “Share a Coke” campaign. Whether you customize your bottle or simply find your name in store, you’re likely to share it with the world through text, email, on social, you name it (no pun intended)! And its rollout in 2011 sure worked in building brand awareness, boosting sales, and creating positive brand recognition, as “Young adult consumption increased significantly during the campaign, up by 7%, making 2011 the most successful summer ever. The campaign earned a total of 18,300,000-plus media impressions.”
Spotify’s #2020Wrapped Campaign
If you have any form of social media, you’ll likely remember this campaign flooding your feed, and maybe you even took part in it. At the end of 2020, Spotify allowed its customers to see their year of music with “2020 Wrapped”, which compiled their listening into a lovely array of photos and stats. Viewers loved seeing their personal data compiled into a nicely packaged marketing piece – and loved sharing their interests with others. Smart on Spotify’s end, because it not only gave them free marketing, but boosted their recognition.
So, What Have We Learned?
If you haven’t noticed, most of these campaigns share one key factor; relatability. How can you use relatability to create effective campaigns, too? Know your audience. Before even starting to brainstorm a campaign, make sure you’re fully aware of who, where, and when you’re targeting. And when you do start your campaign based off your findings, use that data and understanding to carefully craft consistent messaging that includes clear call-to-actions and personalized, catered content. Use hashtags, giveaways, QR codes, PURLs, BRCs, and more to engage with your audience and include them in your campaign. And, when and if appropriate, sprinkle in some humor.
Interested in making an impactful, relatable campaign that can help boost your company’s marketing efforts? Not sure exactly where to start? Look no further. Strata’s here to help. Contact us today to get the brainstorming started.
Best Practices & Use Cases
What We’ve Learned (So Far)
In Part 1 of the Omnichannel Marketing 101 Series, we went over exactly what omnichannel marketing is, not only including its actual definition, but how it differs from multichannel marketing, its importance, and examples of when, where, and how it’s used. In Part 2, we outlined the steps to getting started on an omnichannel campaign. From those two blogs, we hope you’ve seen that omnichannel marketing’s an excellent way to gain and retain customers, and that it’s maybe not as intimidating as it sounds, but does require research, planning, focus, and sometimes, a team of experts like us!
Now, we’re giving you the inside scoop and sharing just a few of our secrets (yes, our secrets!) on best practices for creating an omnichannel campaign that powers a unique customer experience and cultivates company success.
What Industries Can Benefit from Omnichannel Marketing?
One of the many reasons omnichannel marketing is so popular is because of its versatile nature. It can be used in many different ways across several industries. Here are just a few we’d like to highlight…
Omnichannel marketing is often used by the telecom industry to conduct various tasks, such as helping customers make payments and send out new launch notifications. As a result, telecom companies can quickly boost revenue and drive engagement.
Travel agency customers go through numerous stages in their customer journeys. Omnichannel campaigns can help promote travel accommodations, send reminders about upcoming flights and delays, deliver other announcements, give out deals for restaurants, stores, and hotels, and keep an open line of communication that’s easily accessible to the customer.
There are several ways banks can use omnichannel marketing – from reminding their customers about impending bills and other costs, to providing account balances, and promoting new features or products. It streamlines their services and allows them to offer multi-device experiences that often save the customer time (and improves their patience).
Healthcare (Our Specialty)
Strata has helped many healthcare companies acquire and retain customers using smart and successful omnichannel campaigns. Marketing campaigns can be tough to create and execute in a highly regulated industry like healthcare, but omnichannel marketing has taken off, and more and more healthcare companies are utilizing it. Healthcare companies can use omnichannel campaigns to reach new movers in their area, connect them with physicians, send out appointment reminders, provide additional access to portals…the possibilities are kind of endless.
With all of that in mind, you can see why businesses that create and conduct omnichannel strategies have 91% greater year-over-year customer retention rates. So, even if you’re in a different industry than the four above, you don’t have to miss out. Read on to learn more about the best practices for creating successful omnichannel campaigns…
Creating the Perfect Omni-Strategy
When planning out an omnichannel strategy, it’s most important to research, collect data, and, well…thoroughly plan. Not only do you want to research and keep in mind the customer base you’re targeting, but you’ll want to examine how your customer base will experience each channel, and carefully prepare the different messages you’ll want and need to communicate to them. Like we said in our second blog of the series, knowing your customers inside and out is key to a successful omnichannel campaign. Learn their demographics, environments, behaviors, habits, and even their goals. Use analytics and CRM data to get to know your customers’ behaviors and actions. Make sure to personalize your omnichannel campaign by segmenting this audience based on your acquired data and the journey they’ll take.
On a related note, always be customer-centric. Make sure your team understands the value of consistent messaging and experiences, and is well trained, because “different customers will interact in different ways with your brand, and there is no one way to do it”. Have staff ready to not only provide assistance, but to welcome new customers, consistently engage them in new ways, and turn them into advocates of your brand with, like we said, consistent communication and customer experiences.
Don’t forget to get content (and context) right. Make sure your messages are relevant and timely. Engaging with your customers at the wrong time with irrelevant information can very easily turn them off from your brand. Communicate with customers at the most pivotal touchpoints, “from identifying and understanding a need to researching solutions, comparing products, and making a decision”. Engage with your customers when it’s applicable to them, not just when it’s best for you. Utilize CRM software to stay aware of your customers and “maintain consistent, personalized messaging with customers on whatever channel they reach you on”. Meet them where they are with a message that sparks their interest and answers any questions that they may have about your business or service. And when you can’t be there 24/7, use automation to share content, send confirmations and reminders, and communicate in other ways when triggered to.
And, maybe most importantly in our opinions, always review your metrics (which can include conversion rate, customer acquisition or retention, social media engagement, click-through rate, and more) and revise as needed. An omnichannel campaign isn’t about setting it and forgetting it, but always reviewing and improving, so set milestones for you, your team, your marketing, and your brand.
The best way to perform all of these best practices is having the right tools. Like we said, CRM technology is an excellent way to store data, keep track, and communicate. If you’re a commerce-based company or service, it’s also a good idea to use a POS system so that all of your data is stored in one place. With a POS system, you can also more easily track customer behaviors and “provide them with conveniences like remembering their passwords, storing payment information, and suggesting relevant products”.
We’ve Got You Covered
If you’re thinking this is a lot to take on all on your own, we’d recommend partnering with a knowledgeable company with a staff of omnichannel experts (like us!). Strata can help with everything omnichannel – from data sourcing to execution and production.