In today’s post, Sheryl Goldstein, Head of Marketing at the Interactive Advertising Bureau, judge of the YouTube Works Awards 2020 will share how brands sell directly to customers (DTC). ) are implementing innovative and results in marketing campaigns.
The good news for brands of all sizes is that they don’t need unlimited resources or have too large marketing budgets to make adjustments and get breakthrough results.
Because the way brands sell products directly to consumers seems to be breaking traditional marketing rules as well as breaking through the way brands build relationships with customers.
Sheryl Goldstein was enthralled by campaigns like this, not only as a marketer but also as a vice president of marketing and senior membership at the Interactive Advertising Bureau.
Our mission is to provide marketers with tools and inspiration to help them be more successful in the digital economy. This work also gives us the opportunity to learn and follow the brands that are breaking traditional rules and setting new precedents, she said.
Here are the experiences that any business can learn from the four DTC brands – who are laying the groundwork for new marketing industry standards with the ability to leverage lean resources. Strong instincts and superior creative ability:
1. Connect The Right Customer Set
Brands that sell directly to customers are the ones who know better than anyone the value of a one-to-one connection between brands and each customer.
Even, they are obsessed with the ability to build customer relationships that understand through digital channels, capture signals, requests from target customers and personalize to notify the bright team, create and communicate.
Not only that, but the advantage of scale also helps them excel thanks to the ability to continually create new ways to introduce the brand to customers in the smartest, most cost-effective way.
This was the groundbreaking difference and growth platform for Rothy. This footwear brand has resisted the traditional way of making it appear to people as many people as possible – on all channels.
But instead take it one step further, focusing on the context by answer very basic but often forgotten questions: Where are the target customers? What do they need? What channels are they using?
After getting answers to these questions, Rothy realized that discerning, environmentally conscious customers looking for a new pair of shoes often did not simply type the word “shoes” into the search section. Search on Google.
This is also the reason why Rothy has conducted search terms without branding elements such as “recycled plastic bottles”, “sustainability”, etc. to differentiate itself from competitors.
This approach has really brought dramatic changes when in just two months, Rothy witnessed a 200% growth in brand value with campaigns focused on weak search terms. brand elements.
2. Solve Customer Problems and Take That As a Marketing Platform
If you have a deep understanding of consumers and their needs, brands can create products that hit the real problems they are facing, thereby creating the highest satisfaction for customers line.
According to statistics by 2017, there are very few makeup brands that serve customers with all skin colors. It was only when Rihanna and the brand Fenty Beauty appeared, launching 40 shades of foundation – the first time that has brought a different and breakthrough for the cosmetics industry.
In fact, Fenty Beauty appears to be the solution to the customer’s problem, laying the groundwork for the difference in its marketing story.
The slogan “Beauty For All” (roughly translated: Beauty for all) acts as a star for every creative campaign and is also the voice for the customer group until 2017 forgotten by the cosmetics industry.
The success of the campaign does not come from the “addition” to the campaign, the item has been on the shelves before, but this is really an impressive and unique story inspired by the diversity of the audience. target goods.
The story of Fenty’s solution is shared across all media platforms, and on the same day, at the same time debuted in 17 countries thanks to the multi-channel marketing strategy.
The Fenty Beauty launch event was rated as one of the biggest breakthroughs in YouTube history, with 132 million views of Fenty Beauty-related content in the following month.
At the same time, it was also awarded the Innovation of the Year by Time magazine in 2017.
3. Check and Adjust Over Time
One major benefit of small-scale ownership is that the approval process is faster. The most impressive DTC brand takes advantage of this to test, learn from time to time, make quick decisions and optimize digital strategies.
Take luxury brand Shinola, based in Canada, for example. Recently, in a campaign to introduce American-made handmade products, Shinola used a YouTube video ad placement tool – allowing marketers to distribute a series of ads in the order they desired.
The team then found a short ad that caught people’s attention, prompting them to watch longer ads afterward. And then they built a video sequence in a proven track record.
In order to validate the sensory evaluation of the creative team, Shinola decided to further exploit the role of data. The team experimented with different sequence options and discovered a startling look: the opposite of this statement was true.
The experiment started with a 15s video, followed closely by the 6s ad that brought very positive results. The new approach broke through store traffic and helped the brand double revenue from unbranded search terms.
4. Exploiting Paid Advertising and The Role of Social Networks
Brands that sell directly to customers are experts who respond quickly and make clever use of the available resources: create a brand name through social networks, thereby increasing brand reputation with spending minimum fee.
But to really change, smart marketers have come with paid advertising and fully exploited the role of social networking.
Within five years, the Purple mattress company has made great strides from an inauguration campaign to becoming the brand behind the most popular Internet videos about mattresses.
Since 2016, Purple’s online entertainment chain has garnered hundreds of millions of views and boosted sales dramatically.
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But Purple is not simply an ordinary viral phenomenon and its advertising succeeds not by luck. From the start, the company focused on an intelligent digital strategy that helps reach the right people, and at the same time, increases the number of fans and social media with creativity, power, and personality.
The brand’s paid strategy focuses on the moments in the life that the target customer experiences – starting college, moving house, getting married – all of these changes are related to the need have to buy a new mattress.
The hilarious way of exploiting situations and striking insight of Purple has inspired the target customers can not help but share.
At the same time, when people are interacting and sharing videos, Purple continues to push more paid ads to ensure all their target customers have access to the message that the brand is trying to convey.
No matter the size, industry or resource ownership, all brands can refer to and apply one of the above suggestions of brands that sell directly to people. consumption.
Hopefully, in the near future, swiftblogging will have the opportunity to share about the breakthroughs in the deployment process of more brands!