FAST COMPANY pointed out that we have entered the era of the "MSP Me Selling Proposition". This generation of consumers require that advertising and marketing focus on them. The reason for buying products is not only for product functionality or to meet their emotions, but also to simply provide them with "personalized" products. Trial phase: Nike&Timberland
Nike and Timberland both tried to create personalized products for consumers last year. However, they all operate in the way of marketing gimmick, which is not helpful for sales. Maybe the high price and long waiting period are some of the reasons.
Coca Cola Australia
Coca Cola's marketing case launched in Australia at the end of last year chose to embrace personalized products in an all-round way. At the beginning, it launched 150 kinds of Coke products with different names, attracting many people to buy Coke with their own names at the first time.
In the second stage, Coca Cola cooperated with 18 shopping malls to print the names they wanted to print for consumers (e.g. boyfriends and girlfriends print the names together), pushing the activity to the peak!
Coca Cola in Australia uses Facebook to ask for names
Obviously, the sales and production of 150 different packages of Coca Cola are quite complicated tasks (although these names are relatively common in the local area), and they cost a lot (it is reported that this activity cost nearly 5 million Australian dollars). But I believe that this event has brought Coca Cola in Australia a great deal of revenue and publicity. Although Lucie Austin, the Marketing Director of Coca Cola North Sydney, said, "We really don't know where this is going to go to", according to The Australian, Coca Cola has prepared 268 million cans/bottles for this event, with high expectations!
Apologies can also be "personalized": Johnson&Johnson O.B. Tampons
The O.B. Tampons, a female sanitary tampon owned by Johnson&Johnson (Johnson&Johnson/Johnson), went off the shelves for no reason last year, and consumers could not find them in all the distribution stores. J&J announced that it was due to the problems of the manufacturer that caused the shortage, but it has caused dissatisfaction among many consumers, and many media are more suspicious of whether J&J wants to cut the brand. Due to the strong dissatisfaction, J&J announced to restore O B. Tampons, but only the Regular, Super and Super Plus series were restored, while the Ultra series was cut off. Of course, it also causes many consumers' dissatisfaction. After all, "female consumers' brand loyalty to tampons is much higher"! How can J&J express their apology?
They made a video (O.B. Triple Sorry) and put it on O B. Tampons website. As long as you type your name in (I use CAIWAWA), a personalized apology song (of course, sung by a handsome guy, with rose petals, tattoos of love...) is only for you! As it is a personalized relationship, readers are suggested to try it on their own!
Ok, what's your feedback after singing? You can't just sing! After listening to the song, consumers can print out the discount coupon, or distribute the personalized "Triple Sorry" to friends. Can J&J use this personalized apology to calm the storm? rub one's eyes and wait.
Extended reading:
Coke’s $5m summer marketing blitz gets personal
It’s All About Me
O.B. Tampons Triple Sorry Video
Author: @ Chai Wawa's Marketing Notes
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