While most marketers think that a large marketing
budget is required to make an impact on social media channels, some new age
companies have been doing just the opposite. A great example is a recent
campaign by LateRooms. The strategy was simple. How to get customers to make a
lot of noise on your behalf on social media? The answer did not require a big
budget or even big data.
All it took was some old school detective work to
discover the attitudes, opinions or interests of customers who had recently
made a booking. Post that (either after they reached their destination or
returned home from the trip) these users were surprised with simple, yet
customized gifts that delighted them! The result? More than enough noise across
various social media channels and best of all, using your customers as die-hard
advocates for your brand!
I especially like the way the campaign was delivered.
Rather than using a boring, stodgy tone of voice and officialese, LateRooms
created a "Magic Making Department" whose job it was to scope guests
and send out the gratification. Check out the personalized letter included with
each thoughtful gift.
You can also see Sarah's response here.
The idea itself is not new. Years ago, KLM did
something very similar when they snooped around to discover passenger likes and
interests to select random guests who got personalized and highly relevant
gifts at the airport gate. The fact that the campaign is still remembered
speaks volumes about the efficacy of this low-key marketing strategy.
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