Are you a fanatic? What are you devoted to?
This week, we look at brands that work hard to create passionate loyalty from their customers.
Take Mountain Dew loyalists. These soda enthusiasts are a devoted bunch. They don Dew-themed prom dresses and paint their cars the brand’s iconic Pantone green. When sales stalled in western states, Amy Spiridakis, former vp, marketing and insights at PepsiCo Beverages North America, turned to those loyalists for the answers.
From rotating celebrity colonels to a massive colonel floatie, KFC isn’t afraid to try something decidedly different. This month, the brand is introducing an “I Love You Colonel Sanders” choose your own adventure-style dating simulator that gives gamers the opportunity to date Colonel Harland Sanders. (Swoon.)
B2B buyers can also be steadfast, if you know how to engage them. Decision makers consider a number of variables when making a purchase, but customer experience is often the tipping point when it comes to acquiring—and keeping—their business. SAP CMO Allison Biggan and Pitney Bowes CMO Bill Borrelle offer insight into their companies’ CX focus.
(We’re pretty passionate about B2B ourselves—and we want to know what you think. Take our 2020 B2B Marketing Outlook survey and be among the first to receive the executive summary this fall. As a thank you, everyone who enters will be eligible to win a $100 Amazon gift card.)
According to a recent report, the NBA grew the value of its social media footprint by a whopping 132 percent year over year. The NBA is a star-driven league, and it knows it. Capitalizing on players’ diverse personalities—both on and off the court—is helping the league amplify its social presence across multiple platforms.
Capital Group, one of the world’s largest investment management organizations with more than $1.9 trillion in assets under management, debuted its first brand marketing and television campaign in the company’s 87-year history last week. CMO Jaya Kumar takes us through strategy, planning, execution and why sequoia trees are a key ingredient.
And finally, we chatted with Thoughtbot CMO Lindsey Christensen, who shared the marketing challenges of reaching B2B start-ups and technology innovators. (Lindsey will be joining us for a keynote panel at Connect to Convert in Boston—hope see you there.)
Stay loyal, and we’ll see you back here next week.
Beth Negus Viveiros