Last week, I shared strategies used by successful companies and brands to boost sales and build customer loyalty.
The positive response to that post has inspired me to share some more impactful strategies employed by iconic brands to build their businesses:
* RED BULL entered the US market with an unconventional marketing strategy. They left empty cans of Red Bull in high-traffic areas like college campuses, clubs, and busy streets, creating the impression that everyone was drinking it. This clever tactic sparked curiosity and drove massive sales. CREATE EXCITEMENT.
* LEGO, from a stage of near bankruptcy, turned things around by listening to their fans and introducing innovations like LEGO Star Wars, LEGO Ideas (where fans submit designs), and LEGO movies. By focusing on storytelling and customer involvement, LEGO has became a well-loved brand worldwide. LISTEN TO YOUR CUSTOMERS.
* DOVE’S ‘Real Beauty’ campaign celebrates women of all nationality, shapes, sizes and colors, challenging traditional beauty standards. This has resonated well with women all over, has helped increase sales while positioning DOVE as a brand with purpose and substance. DEFINE NEW BENCHMARKS.
* JELL-O (an American jelly brand) distributed free recipe books featuring creative ways to use the product Jell-O. This strategy helped customers understand the versatility of the product leading to increase in sales. DEMONSTRATE BENEFITS
* De BEERS introduced the iconic slogan ‘A Diamond Is Forever’ to boost their diamond sales. This positioned diamonds as the ultimate symbol of love and commitment, establishing engagement rings as an essential cultural tradition—and a highly lucrative one. PITCH STRATEGICALLY.
* SHANE’s (a plumbing set up in Michigan, USA) inserted an ad in the Yellow Pages that simply read, ‘We’re Open 24 Hours’, accompanied by a giant phone number. This simple tagline connected well with working customers in search of service providers offering flexi time schedules. Needless to say, the response to the ad was overwhelming. MEET NEEDS.
Each of these examples reinforces key principles to help increase sales and build customer loyalty. Now you know what more to do to. Go do it.
Channel Management Workshop for Godrej & Boyce Mfg. Co. Ltd. (Godrej Enterprises Group), Chennai.
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