Give me a great product and I’ll shout about it. Deliver me a great service and I’ll be loyal. Listen to me and I might just share my personal secrets. If I fall in love with you I’ll be your ultimate ambassador, I’ll even forgive you the occasional fault.
“Marketing is a tax you pay for being unremarkable,” said Robert Stephens, Founder of The Geek Squad. So make your brand great and I will follow.
Great brands are authentic, they uphold their values across all points of contact with the customer - the product, the service and the marketing message, ensuring all interactions become relevant and meaningful.
Nike and Apple are brands that live beyond their products, they learn from customer behaviour and use this to improve and develop their service. Whereas younger businesses like Uber and AirBnB were born with the customer at the heart.
So should more businesses be reallocating spend from marketing into operations with the aim of closing the gap between brand promise and the customer experience? Here are some of the brands and agencies making initial steps towards this customer focused proposition.
Read on for examples…
Clever planning saw Landrover use the extra daylight saving hour to boost their #HIBERNOT campaign and encourage customers to enjoy our grey and pleasant land.
Landrover vehicles are made for braving the elements and living life to the full. The brand marketing embodies this same philosophy by making their content relevant and meaningful for customers.
For the #HIBERNOT campaign, an immersive hub provides a place for Landrover to share inspirational ideas with people who have a similar passion for the outdoors, while digital posters that respond to the weather reach people when they’re out and about. The social media activity ignited a conversation that reached 5 million people in just two weeks. The campaign includes experiential, social and PR activations. #HIBERNOT is also being used by local dealers to promote activities in the surrounding areas.
All these touchpoints help Landrover to establish an authentic and emotional connection that reinforces the values of the brand and puts the customer at the heart.
Agency: VMLY&R, London & VML
E.ON has a renewed purpose, to move away from advertising spikes and strike a more meaningful dialogue with customers. An app serves up tailored content, enabling the customer to manage their energy use in real-time, whilst the direct mailing system has been improved to show a personal energy analysis. The new Always E.ON experience ties together the platforms putting the customer at the heart of the service.
Agency: Havas EHS
To capture the attention of idea-hungry trendsetters, Peroni constructed a new media channel – The House of Peroni. Brought to life on and offline, on-trade and through the publication of their own magazine it immersed the audience in a world of authentic Italian creativity.
Agency: M&C Saatchi, London & M&C Saatchi PR
After customer satisfaction reports showed that Virgin Atlantic were underperforming during the customer journey, they set about transforming their communications. The ‘Ready to Fly’ initiative is a data driven engagement programme serving up a series of highly personalised emails from the moment the customer books to when they take off. This includes inspiration for day trips whilst on holiday and a unique landing page for each customer based on their preferences.
Agency: Naked Communications, London
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