"Case Selection" the arrival of personalized marketing era

Content Contributor @ Chai Doll Marketing notes.

Although the TV is still playing "this year not gifts" so there is no personalized advertising, but socialization means that everyone can make their own voice, and everyone also want the corporate brand to give them different marketing and product experience, this article some personalized marketing cases may give you some inspiration.

FAST Company pointed out that we have entered the "Msp-me Selling proposition" era, this generation of consumers to demand advertising and marketing focus on their center, the reason for the purchase of products in addition to simply for the functionality of the product or to satisfy their feelings, It can also be simply to provide them with "personalized" products.

Trial phase: Nike (Nike) & Timberland (Timberland)

Nike and Timberland last year tried to create personalized products for consumers. However, they all operate in a marketing gimmick way, which is not helpful for sales. Perhaps high prices and long waiting periods are some of the reasons.

Australian Coca-Cola

Coca-Cola's marketing case in Australia at the end of last year opted for a full embrace of personalized products, starting with 150 of cola products with different names, attracting a large number of people to buy their own names for the first time.

In the second phase, Coca-Cola combined 18 stores to print the names they wanted to print (e.g. men and women put their names together), pushing the event to the peak!

Obviously, selling and making 150 different packages of Coca-Cola is a rather complex task (though these are common in the locality) and expensive (it is reported that the event cost nearly 5 million Australian dollars in budget). But it is believed that the event brought the benefits of Coca-Cola to Australia and the promotion of beer is quite fruitful. Although Cola North Sydney's Marketing Director, Lucie Austin said "We really don ' t know where this is on to go", but according to the Australian reported that Coca-Cola prepared 268 million cans/bottles for the event, and expected very high activity!
Apologies can also be "personalized": Johnson & Johnson O.B tampons

Tampons, a woman's tampon o.b Johnson & Johnson, has been on the shelves for no reason last year, and consumers are not found in the distribution stores. J&j is due to the manufacturer's problem, resulting in a shortage, but has caused a lot of consumer dissatisfaction, many media more doubt that J&j want to cut off the brand. Because the voice of discontent is too strong, in order to calm the storm, j&j this year announced restore O.B. Tampons, but only to restore the regular, super and Super Plus series, and the Ultra series was cut off. Of course ... Also caused a lot of consumer dissatisfaction. After all, "female consumers have a relatively high level of brand loyalty to tampons"! How do J&j express their apologies?

Well, what do you give back after you sing? You can't just sing. After listening to the song, the consumer can print out the discount volume for use, can also this personalized "Triple Sorry" (repeatedly apologized?) Very much like our culture ~ to friends. Can j&j use this kind of personalized apology to calm the storm? See。

Extended reading:

Coke ' s $5m Summer marketing blitz gets personal
It ' s All about Me
O.B tampons Triple Sorry video

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Author: @ Chai Doll Marketing Essays

This article link: http://www.socialbeta.cn/articles/me-selling-proposition-2012.html