While most people view the holiday season as a time to spend with loved ones, open gifts and enjoy delicious treats, marketers are keenly aware the year is coming to a close and preparation for the coming year should be in full swing.
The following collection of articles represents innovative examples of how to engage audiences and is intended to provide a DMS Insights digital marketing springboard of ideas for 2020.
Classic holiday movies like Rudolph, Elf and A Christmas Story embody the ideas of the evergreen solution. In marketing, it is imperative to always be learning new approaches, but we must never forget the tried-and-true tactics that have provided results for decades. Kick off your 2020 inspiration with lessons from classic holiday movies.
Elf Teaches Us To Identify And Relate
Elf is the story of Buddy, an elf from the North Pole, and his journey to New York City. Buddy is a firm believer in the magic of Christmas and holiday spirit. But, upon his arrival, it is clear many do not agree with his key message, “The best way to spread Christmas cheer is singing loud for all to hear.”
When Santa’s sleigh crashes in Central Park, viewers discover the cause is a depletion in Christmas magic caused by non-believers. The mission, similar to many great holiday movies, becomes saving Christmas. To save Christmas, Buddy will have to be more than merry and bright. He must make his audience believe.
As marketers, remember the sales process starts with identifying and really understanding your audience. Once your target is defined, create a plan to communicate your key message so it is relatable to your audience. Buddy remained authentic throughout the movie, staying true to his brand. However, he needed an influencer to further his message. By converting his father, the most vocal skeptic of them all, he was able to convert the rest of his audience.
Rudolph The Red-Nosed Reindeer Demonstrates The Importance Of Differentiation
No character exemplifies the importance of standing out more than Rudolph the Red-Nosed Reindeer. Rudolph was able to save Christmas because he provided a service to Santa that no other reindeer could offer ― the fog-penetrating light of his brightly shining nose.
To be successful in marketing, you must know what you offer that your competition does not. Amplify what you do differently and better, and save Christmas... (or close the deal, if you prefer). If you help your customers save the day, they may look to your services as a vital resource.
A Christmas Story Reminds Us To Always Be Calling For Action
Once you have captured and captivated your audience, you might think your job is done. Bah Humbug! To achieve objectives, marketers must constantly remind their customers of the desired action.
In the classic holiday movie, A Christmas Story, Ralphie asks for “an official Red Ryder, carbine action, 200-shot, range model air rifle, with a compass in the stock and this thing that tells time” more than 30 times. By doing so, Ralphie leaves nothing to chance. His request is clear and memorable.
An ambiguous call-to-action (CTA) can break any campaign. Conversely, a well-defined and regularly repeated CTA can deliver success. Marketers should use the inspiration of Ralphie as a reminder that they should never stop asking their prospective customers to take action.
LEGO wants kids to play. In fact, it wants kids to Rebuild the World. LEGO has launched its first global brand campaign in 30 years with an ambitious ad spot, indoor and outdoor activations and a loftier message for children and parents of the world. The “Rebuild the World” campaign dropped in 14 countries in September, aligning with the LEGO message of inspiring children worldwide and LEGO sales strategies for the future.
Rebuild The World Is New, But LEGO Has Employed Other Effective Marketing Strategies In The Past
The LEGO Rebuild the World campaign kicked off with a commercial that mixes CGI with live action, and every character and set piece is based on an existing or past LEGO set, sure to delight LEGO fans in search of Easter Eggs. The LEGO Rebuild the World digital and outdoor activations include messaging both whimsical and socially aware. The breadth of the Rebuild the World campaign may be a first for LEGO in many years, but the toy manufacturer has had many other successful marketing strategies including strategic partnerships and the massive sensation of the LEGO movies and subsequent branding around the film series.
Even with a loved heritage brand, it appears LEGO marketers knew they could not be content to continue the same marketing strategies while the markets shift and change. By deploying a new global campaign and embracing innovative sales approaches, LEGO can continue to grow their iconic brand, encourage creativity and remain competitive in the toy sector.
Creating a positive relationship with your target audience is more important now than ever, as brands are constantly showcasing the latest and greatest innovations to win over shoppers. As a result, many brands are turning to loyalty and rewards programs to secure substantial followings. Whether through gamification, user generated content (UGC) or social apps, the offering of rewards has proven to be an influential factor for consumers. Here are some helpful examples and strategies to take into consideration when establishing a strong repeat customer base in 2020 and beyond.
Tiered Programs, Gamification And UGC Make Rewards Programs Fun And Keep Customers Engaged
E.l.f and Tarte cosmetics are two beauty brands creating devoted fan followings with clever mobile-optimized rewards programs. E.l.f’s loyalty program employs some of the fun of gamification to encourage users to reach higher member levels, get more perks and keep coming back.
Tarte’s “tartlettes” employ user generated content (UGC) to earn more points in the beauty brand’s Tarte Rewards program. Members can earn points by shopping, with different products earning different amounts of points, but members can also rack ‘em up by connecting with the brand on social, inviting friends to shop, completing beauty profiles or opening Tarte emails. These point-earners are fun and easy for users, and they are a great way for Tarte to get first party data, which can be useful for future customizations and scaling revenue.
App-Based Rewards Programs Offer Seamless Interactions, Encouraging Customer Loyalty
The Starbucks Rewards program is an industry leader because app usage is a driving force behind the seamless access consumers have to their rewards. By creating a loyalty program that works across brick-and-mortar and mobile, Starbucks encourages enrollment in the Rewards program and maximizes consumers’ overall satisfaction.
The Starbucks Rewards app allows users to skip the line with mobile-ordering, access drink specials, easily see their rewards and, of course, make frictionless payments at point of sale — these perks inspire brand loyalty.
By effectively deploying loyalty programs, brands are telling consumers they value their business. Ideally, a robust rewards program also offers openings for first-party data opt-ins, creating opportunities for brands to continue evolving customer relationships.
Key Takeaways To Springboard Your 2020 Marketing
The past year has offered insights and key takeaways including the importance of targeting your audience, the benefits that come from staying open to new trends when implementing marketing campaigns and the success of rewards programs that generate brand excitement and loyalty. For the new year, agile and informed digital marketers will be able to take the lessons of the past and ideally strategize a successful plan for the future.