Though some doubted it would ever get off the ground in the wake of the Covid-19 pandemic, the 2020 Tokyo Olympics finally managed to happen, albeit a year later than originally scheduled. And as it always does, stories of athletes’ incredible triumphs, as well as some heart breaking disappointments, were all part of the event. Sporting events like the Olympics has taught us that a few inches, split seconds, and even being the slightest bit off your game can mean the difference between finding yourself on the medal podium or ending up with a long plane ride home.
The same is true when it comes to brand building. In business, you can get so caught up in the big picture that you’re incapable of seeing the nuances in your brand and how it’s engaging with customers on a smaller scale. Brands have been spending the majority of their marketing budget on big, wide catch nets like Facebook advertisements, billboards, direct mail campaigns, and retargeting ads. Which is a great strategy. But it’s only a piece of the puzzle, and one that is becoming increasingly antiquated in a consumer base that is looking to assign their allegiance to brands that go deeper in their efforts to personalize their customer experience, and create a memorable, satisfying engagement every time.
In the past few years, there’s been a shift in the way that we want to purchase, browse, and make informed buyer decisions. Today, smart companies are focusing their efforts on creating a holistic brand experience for their customers, something that goes beyond a simple business transaction and instead creates memorable brand moments that stick with your target audience. Becoming more than a preference in their lives but a staple is the goal. This is how an Oreo cookie goes from being just another snack item, to being the cookie that has starred in countless family memories over years.
The Oreo brand has created a brandable experience, and it’s memorable. In fact, it’s become so popular to eat Oreos with milk, that it has become a night time ritual for many families, an after school “How was your day?” moment, a way that friend’s bond together at slumber parties, etc.
The Oreo brand found a way to not only brand their sandwich cookie, but more importantly, they found a way to make a moment in someone’s life marketable. This is the key to the “experience movement” in marketing. How can you adopt this new trend into your own marketing strategy? Each of the following tips will help you to better understand the sequence of DNA that goes into creating a remarkable brand.
1.Make Sure Your Brand Is at The Heart of The Experience
When your brand becomes synonymous with a particular experience, you are actively using the experience movement to supercharge your product. Brands are always striving to be known as that one brand of chewing gum, or that must-have running shoe. But this can prove difficult when so many companies are all vying for the same type of attention.
Begin by focusing on one thing your brand can do differently or do better.
You can brand a moment and make it synonymous with your brand. For example, maybe your chewing gum isn’t the BEST chewing gum, but it can be positioned as the one people pop in their mouth right before a big moment, like an interview, a date, the first kiss, etc. You can solidify that position by using stories and pictures that showcase how your gum played a role in that big moment.
2. Seize the Moment
Let’s use sports and Oreos one more time to describe a time where a brand was ready to capture a marketing moment opportunity in real time. During the historic power outage that occurred during the 2013 Super Bowl, Oreo’s smart and savvy social media team took advantage of both the outage and the fact that were likely one of the many snacks being served at Super Bowl parties and pushed out the Tweet below:
The message was retweeted over 18k times and went down as being one of the best examples of real-time moment marketing in the history of brands.
While you may not always have a social media team on standby to react in real-time like this, demonstrating that you’re in the moment with your customers is a great way to inspire an engagement that stays with people and gets shared with others.
3. Use Emotion in Your Messaging
Brands acquire a loyal following by putting out content that captures their brand personality consistently, but also content that connects with their customers on a regular basis. Brands like Netflix do a great job of showcasing humor and emotion in a way that resonates with customers. This goes a long way to creating brand attachment. When a consumer feels that a brand is echoing their own thoughts or sharing content that expresses aspects of their own humor or personality, they feel a connection with the brand that goes deeper than simply buying something from your business.
When customers feel that a brand “gets them” and what their lives are like, they are much more likely to adopt your brand as being part of who they are as well. Anytime a customer says something like “I’m a Diet Coke person” or “I will only buy Breyer’s Ice Cream because of their commitment to using all-natural ingredients,” you have created an emotional connection with them strong enough that they actually use your brand as an identifier of who they are too. That’s brand attachment in a nutshell.
4. Use Visuals and Meme it Up
In case you still doubt the importance of visuals and particularly memes in your marketing efforts, consider the fact that the word “meme” is now searched more often than the word “Jesus”.
Memes are a great way to reach millennials who spend over 200 minutes online every day. These same millennials also hate traditional advertising so using memes to make people laugh with a casual reference to your brand is a great way of getting your customer’s attention without getting obvious and overly promotional. They’re highly shareable, and they keep consumers active on your brand channels, interested and engaged in what you’re going to post next. It’s a great way to “under-market” to an audience.
5. Ride the Pop Culture Wave
Remember when you couldn’t scroll more than a few seconds without stumbling upon a Game of Thrones-related piece of content? Brands made good use of the audience’s collective obsession with the show by creating social media posts that were inside jokes related to its plotlines, only for the whole of the internet. Riding the pop culture wave is a good way to grab customer attention and build in virality into the content.
It also displays to your customers that you’re aware of things going on in their world outside of your brand, and that you’re interested in things that affect their lives beyond your product line. This type of marketing moment demonstrates to your audience that you’re a brand that is involved and invested in who your customers are holistically, and don’t see them as simply a transaction.
If you have yet to begin utilizing Zero-Party Data, Customer Loyalty or Insight Marketing Platforms to boost your customer engagement and overall customer lifetime value (CLV), then it’s time you begin implementing this next wave of technology into your marketing strategy. Contact the team at Group FiO today to find out more. Click here to arrange a meeting.