Your strategy is based on cutting-edge best practices, and your creativity is brilliant. All of this is irrelevant if no one pays attention to your advertisement. Even a big media budget won’t help. William Birnbach said, “If you don’t get noticed, the rest is just academic.”
By 2022, the main challenge for your brand will be to stand out. Innovation is one of the most effective ways to do this. Innovative Products are what most people think of, but Pricing and Personalization are also effective ways to grab audience attention.
Innovative Product Positioning
It doesn’t need to be complicated or expensive. Innovative positioning can set you apart from your competitors. You can innovate by reducing the amount of information you provide or using clever names to surprise and delight your customers.
Orange Juice is the Freshest Brand
In Europe, millions of gallons are sold every day. Intermarche’s Freshest Fresh campaign is a compelling and innovative value proposition. The best way to demonstrate the freshness and quality of orange juice, however, is to display the hour and minute that the fluid was produced.
Each bottle is hand-pressed and printed on-site to ensure that the supply meets demand. The labeling reflects when it was produced.
In the first three hours after the launch, 50 million impressions of media were created.
Any and Everything
Anything and Whatever, sold in Singapore during the 2010s, were two fun soft drinks that poked fun at people’s non-committal responses “anything” or ‘whatever’ when asked what they would like to drink.
The Whatever range featured six mystery flavors for non-carbonated drinks, while the Anything range featured six mystery flavors for carbonated soft drinks. The cans were identical, so you couldn’t tell what taste you would get until you tried it.
In a country of only 4.5 million people, 3.5 million cans have been sold in one single month!
The product vanished in 2010. There is a debate over whether it was a failure (low sales after the novelty wore out) or if it succeeded beyond imagination (purchased by frightened competitors).
It’s not as easy as lowering the price to get attention. You’ll be more successful if you address hot topics and use dynamic pricing in response to market conditions.
The VAR Discount
Elgiganten, a Scandinavian electronics retailer, found an innovative way of being a part of the controversy surrounding Premier League VAR. Every time the judges triggered a VAR, they received a discount of a certain percent on a flat-screen television. The amount of the deal corresponded with the moment the signal was given. For example, 35% off if the VAR signal is made at 35 minutes. What’s the best part? The best part? They didn’t have to pay any of the league’s outrageous sponsorship fees.
Elgiganten received 10,500 unique visitors, and 250 customers were active during the game. Within an hour of the promotion being activated, the brand had generated 320,000 EUR worth of TV sales.
SWEBUS Train Switch
Swebus, Sweden’s most punctual public transport, took the opportunity to “steal” customers from the railroad company with their b>”/b>a href= “https://www.youtube.com/watch?v=L5d2waCJy9g&ab_channel=StrategieH”>b>SWEBUS TRAIN SWITCH/b>/a>b>” -campaign. Swebus, Sweden’s most punctual public transportation, used the opportunity to “steal customers” from the railroad company.
Swebus rewards customers for late trains with coupons that can be redeemed through its web app. For example, a 4-minute delay equals 4% off, and canceled trains equal a free ride.
The web app only generated one discount per delayed train. Potential customers were, therefore, required to scan it regularly in order to receive a deal. This built-in feature and the bad weather that was constant during the campaign made the web app very usable.
During the two-week campaign, there were 9607 delays and 750 cancellations. SWEBUS’s revenue increased by 6.1% despite all the discounts.
Personalization on Scale
A personalized experience can increase connection and loyalty, especially for Gen Y and Z. When it comes to making purchasing decisions, nearly 40 percent of millennials cite personalization and self-expression as essential. It is almost guaranteed that consumers will respond to a product where they can customize it or even change the design to suit their tastes.
What’s Your Whisky?
What’s Your Whiskey has created a questionnaire that helps consumers discover their taste in whiskey.
Instead of using ambiguous terms that only speak to whiskey experts, they asked simple, video-based questions to evoke users’ senses of smell and taste so they could discover their unique taste profiles.
Nike By You
Nike takes personalization to another level. Nike lets users choose from dozens of shoe models and then customize the shoe to their tastes. This level of customization isn’t available anywhere else.
Guinness and Ripples introduced the “Stoutie,” a selfie, at the Guinness Storehouse Dublin on International Stout Day. Stouties are selfies printed using the Ripple maker device on top of an aesthetically pleasing Guinness pint. Guinness beer is the perfect canvas to print Ripples’ high-resolution pictures. These fun Stouties give Guinness lovers yet another reason to love this iconic beer. People are happy to share their unique experiences with others, especially if it is customized for them. They also love to spread a brand’s message.