Right now, it’s more important than ever to continuously check in on your customers. Most of them are home right now absorbing loads of digital content. This consideration can be exercised through your marketing messaging.
After all, the best marketing campaigns demonstrate a deep understanding of consumers. Making this connection is essential to getting their attention. Beyond evoking emotion and demonstrating a basic, data-based profile, you need to go the extra mile. Keep in mind that 74% of online consumers are frustrated when digital content (offers, ads, etc) appears that isn’t relevant to their interests.
Humans are complicated beings, as such they can be unpredictable. To accommodate, try actually hearing what they have to say. Here are 6 major brands who identified their consumers’ desires and met them.
Tesla upgrades their steering wheel
@elonmusk can you guys program the car once in park to move back the seat and raise the steering wheel? Steering wheel is wearing.
— Paul Franks (@pjfranks1509) August 19, 2017
Merely 30 minutes after receiving a suggestion, Elon Musk began working to update Tesla’s software. Plus, he responded directly to the consumer, assuring them that they were heard. The feature was implemented to both future cars and current ones. This required no service or additional equipment — it was simply a pushed update. Musk continues to listen to his audience through Twitter and pick up the suggestions that he agrees with.
The lesson? Consumers want to feel like part of the product. In digital advertising, this can easily be applied through creative messaging that aligns with their preferences. For instance, directly addressing feedback and questions. Or, even just showing products that match their purchase history.
McDonald’s ditches the plastic
— Bloomberg QuickTake (@QuickTake) June 15, 2018
In September 2018, McDonalds began swapping out their plastic straws for paper ones in the UK. This decision was in response to a customer led campaign with nearly half a million signatures. Considering the chain had been using 1.8 million plastic straws a day, the shift made a substantial impact. The key takeaway here is that your audience will often be voicing their opinions. It’s marketers jobs to keep track of them and meet their demands when reasonable (and in this case altruistic).
Fitbit gets you moving
— fitbit (@fitbit) January 12, 2017
Fitbit’s “Reminders to Move,” a buzzing alarm reminder, came from social media listening. This widely used feature only exists because a consumer suggested it and Fitbit decided to listen. It’s clear from this instance that product development doesn’t always have to come internally. The people actually using your product provide invaluable feedback. Users truly are the authority when it comes to your brand in practice. Continuously seek out the ideas of those using your products and put them on display.
Sweetgreen makes data-based salads
Miso Ginger dressing: always on the menu, especially good on the Miso Bowl. pic.twitter.com/7iMIKNqtrj
— sweetgreen (@sweetgreen) March 10, 2020
Many DTC brands have apps. But how well are they all using the information obtained from it? Sweetgreen uniquely applies its consumer behavior to design salads. This ensures the popularity of new items while removing recipes that aren’t crowd pleasers.
On this tactic, the founders stated, “it’s the main way [they] understand ingredient popularity, capture feedback, and get smarter with seasonal products [they] offer.”
Similarly, media teams should be consistently checking on which creatives are performing well and where. This can ensure better overall performance and purchases.
Adidas rides the eco wave
2016, adidas x Parley
Sustainability has been at the forefront of new releases. We teamed up with @parleyforoceans to develop shoes & clothes made with recycled ocean plastic. This began a movement to end the wasteful fashion loop. pic.twitter.com/fMcderUACR
— adidas (@adidas) August 18, 2019
Looking to create a brand new offering, Adidas’ released a line of eco-friendly shoes made from ocean waste. It was a bit risky at the time, recycled shoes were a new concept. Fortunately, though, they sold over a million pairs in 2017. The success can be attributed to 2 core consumer desires — quality shoes and the feeling of doing something good for the world.
Tom’s releases My Little Pony shoes
After some social media research, TOMS discovered a high index of conversations around My Little Pony. Meaning, there was significant overlap between their consumers and those also interested in the franchise. To accommodate, TOMS quickly accommodated by creating “My Little Pony” themed shoes. Their line demonstrates that sometimes you need to look beyond your own data to get a more detailed picture of what your audience wants. Plus, partnerships with customer overlap never hurts.
What you can do now
Each of these examples demonstrates a consumer-centric strategy. Not only can it provide some inspiration for your next campaign, but it also serves as a reminder to continuously brainstorm new and exciting ways to engage your audience. They will thank you for it.
To learn more about meeting consumer needs, reach out to us today!