Posted on : 2023-01-01 21:28:01
Article : Good morning, Monday management solution for the TASK 223- Gift givers predicted that the more a gift cost, the more joy it would bring, assuming that pricier presents convey a higher level of thoughtfulness. Interestingly, for recipients, price did not predict appreciation.
One of the fundamental purposes of any personalization/gifting effort is to let your customers know that you are paying attention to them. But striking a balance between, “We think you might find this helpful” and “we’re watching you” is not a simple process, so be sure to do some careful research, planning, and testing before you jump into any large-scale customization initiatives in gifting promotions. This can be either an experiential marketing or with materialistic products offer for customer satisfactory experience. Ultimately it is the customer experience that counts.
Remember that while you might be a marketer, you are also a consumer. When it comes to experiments like these, put yourself into the shoes of the customer and ask, “Is this delightful? Or is it just creepy?” If it leans toward the latter, find out what is giving it that vibe, and try something different. How does personalized/gift marketing work, and how have other brands put it into practice without coming off as creepy? This can be done either way like experiential marketing or a materialistic product offer. Here in we discuss about Two major brands which have tried experiential mode of marketing offers to their consumers as gifts.
Back in 2011, Coca Cola launched its famous "Share a Coke" campaign in Australia, bringing it to the U.S. in 2014. It was an effort to reach millennials, in which each bottle contained one of the most popular first names assigned to that generation. Eventually, bottles contained semi-personal labels beyond first names, like “better half.” It is given to understand that, Coke will soon be adding surnames to bottles, like Garcia and Thompson. “Last names give us an opportunity to invite more people into the campaign, "It's just a great way to up the reach."
In addition to that effort, according CNBC, Coca-Cola Great Britain will soon be including the names of famous vacation destinations on bottles, like Hawaii and Miami. The goal of that initiative is “to remind people of the refreshment and great taste that only an ice-cold Coke can bring on a hot summer day. Plus, those bottles will come with the chance to win a trip to those locales.
How it helped the brand Coke-Putting first names on Coke bottles was a successful move. In the U.S., it resulted in increased sales volume for the first time in roughly four years. Plus, it provides a cheap thrill. The last name moves, however, could be a bit different. While there is the option to customize Coke’s own bottle labels at ShareaCoke.com which allows you to write whatever you want, like a customized event hashtag or something like “congratulations” it could be deemed as exclusionary to those with unique or hyphenated last names. So when you set out to personalize/gift a product or voucher offer, make sure it’s appropriately customized to reach the right segment of your audience, but isn’t restrictive, either.
Iberia Airlines
During the 2016 holiday season, Iberia Airlines customers received emails posing the question: If you could visit any vacation destination, what would it be, and who would you go with? To answer, customers were redirected to a microsite where they would fill in responses, as well as the email address of the person they wanted to travel with. Not long after that, the friend would receive an email with a holiday greeting about the dream vacation — only, in order to view the card, that person had to click a link to view it in his or her browser.
It was that last step, where "Iberia put its advertising budget to work, using cookies [with the user's permission] so the traveller’s friend would see banners across the web, suggesting the perfect Christmas gift." That gift, of course, was the dream vacation. Let us say, for example, I sent one of these cards to a friend. She might subsequently see several ads while browsing that said things like, "It’s never too late to fulfil Amanda’s dream. Do it with a trip to Mykonos.”
How it helped Iberia airlines- The idea is certainly a cute one and around here, we are suckers for a good holiday marketing campaign. But one of the most important items to highlight here is Iberia's use of cookies, and the fact that the brand was not sneaky about it. A clear request was made to the user to allow cookies, and that is essential. Even the best-customized marketing becomes less personal, and less desirable if it is carried out without the user's agreement.
End point- when you set out to personalize/gift a product or offer, make sure it’s appropriately customized to reach the right segment of your audience, but isn’t restrictive, either.
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