http://youtu.be/lvK9lx1JOqU
The Product: Coca-cola . . . soda
How they are Marketing: Personalizing their labels.
Target: Teens and twenties.
Quick Run Through: Coke uses emotion to capture the idea of selling a soda. If you get right down to it, they never say, ‘buy our soda.’ It is implied, especially when you see this girl buying more than one so she can share them.
Coke’s advertising and marketing has been about sharing happiness. If you look at their marketing across the ages you see a lot about being happy and not a lot about buying a product. They are creating a ‘feeling’ that you get when buying their product.
Ninja Trick: Wow! Coke hit it out of the ballpark with this one. They personalized the labels. If you buy a Coke with your name on it, then you see a friend’s name, you are likely to buy that friend’s name also. They are literally selling multiples of their product rather than one at a time.
BONUS Ninja Trick: On their webpage, they offer you a place to find your name. If your name is not on their labels, they tell you that you ‘must have a unique name.’ Then, they offer a traveling Kiosk where you can design your name on a Coke bottle or you can create a virtual label online. Well, if you create either of these, you will more than likely share them on social media, right? Brilliant!
Subtle Message: Everyone loves to see their name. You can evoke happiness by sharing something with your friend’s name on it.
Marketing Idea(s):
1. Personalize: Use specific label and responses for your customers. Instead of a blanket, “Thank you for your purchase.” with a little tweak, you can have “Thank you, Barbara, for your purchase with us.” I have even seen companies personalize videos when doing presentations. For instance, imagine sending a video for a potential client. In the video, you mention their name and their company and talk directly to the decision maker.
If you use labels, it may be cost prohibitive to produce individual labels for your whole product line, but you could create stickers using mailing labels. On the label say something to the effect of “This item was prepared specifically for Carlos Guerra.”
2. Evoke emotion: Use stories in your marketing that evoke emotion. In the Coke ad, they show a budding relationship. They share happiness and excitement. What emotion could connect your customers to your business? What story could you use to connect to those emotions?
If you need help implementing these ideas in your business don’t hesitate to contact us. We are here to help you and your business succeed.
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