Strategizing marketing techniques with viral intent can net your company millions in revenue. Coca-Cola’s “Share a Coke” campaign, which personalizes bottles of its products with people’s names, resulted in the company’s first increase in sales in more than a decade shortly after launching, according to Adweek. A big idea that cost little to implement, innovative campaigns like these can help brands improve their sentiment, capture new consumers and make customers more loyal to a brand.
Want to elevate your marketing and stand out from traditional print and video ads? Keep these principles in mind when coming up with your next campaign.
Demand People’s Attention
While media consumers might flip right over a print advertisement or fast-forward through a television commercial, strategically-placed advertisements in areas and items people are already interacting with present more opportunities for engagement.
To spread the word about the dangers of landmines, Campaign Against Landmines created ketchup packets depicting human legs, as reported by Entrepreneur. Diners who ripped off part of the packet saw the food substance mimic the bloody effects of a landmine encounter. Consumers who flipped the packet over could read a statistic about the prevalance of landmines, made more memorable through the visual and tangible cues.
Similarly, Colgate presented clever marketing by inserting wooden sticks shaped as toothbrushes into ice cream bars, reminding those with a sweet tooth to brush after eating, as reported by Serious Eats.
Another way to successfully get eyes on your brand is to simply be where the people are. Companies like LA Fitness have used chalk art depicting dumbells to motivate people to work out–while also inspiring eye-catching photos to spread through social media. And Goodyear’s ever-evolving blimp is a prominent fixture at some of the biggest sporting events in the world, capturing footage that is displayed to competition watchers.
Make It Personal
Like Coca-Cola proved, making marketing efforts personalized to consumers makes them feel special and forms an emotional connection to your brand. Even the simple act of hearing one’s name produces feel-good feelings, as evidenced by a study published by the U.S. National Library of Medicine.
Another stellar example of forging a personal relationship with customers was demonstrated by bank TD Canada Trust, who in 2014 turned ATMs into “automatic thanking machines” that dispensed $20 gift cards and, to a dozen patrons, highly personal gifts, such as cross-country plane tickets to see family members and family vacations. The brand captured the tear-jerking results in a video for YouTube, which has amassed more than 23 million views in a successful viral campaign.
Even the smallest tokens of appreciation can make a meaningful impact, as shown through a study published by the Journal of Applied Social Psychology that examined how free chocolates after meals positively affected tipping. The meager gesture of handing out a small treat resulted in up to a 21 percent increase in tip amounts depending on how personal the delivery was.
Ways to successfully personalize your marketing efforts include allowing customization on products, tailoring email marketing messages based on past customer behavior, and utilizing technology to add an individualized touch, such as Apple’s voice-controlled personal assistant Siri, which allows users to ask any question imaginable into a phone and get a realistic answer.
With every product your brand creates and every marketing campaign to support it, think about opportunities for personalization, innovative ways to get your advertisement noticed, and how to present a valuable message users will enjoy consuming.