Teri’s take: Travis Scott’s McDonald’s deal & customer loyalty during Covid-19
We’re back with September’s top influencer marketing and social media news. Keep reading for quick summaries and our take!
Earlier this month, McDonald’s launched a promotion with rapper Travis Scott by naming a meal after him. The popularity of the meal has led to ingredient shortages in some parts of the country, showcasing fans’ enthusiastic response to the collaboration. Jennifer Healan, McDonald’s VP of US marketing, said, “All of our creative ideas start with a ‘fan truth.’ In this particular one, the ‘fan truth’ was: Everyone has their own McDonald’s order.” Scott, who was known to post about his trips to McDonald’s well before the partnership was announced, was an authentic fit who “lended a sense of truth that seemed to resonate with fans.”
Want to grow your brand community the same way McDonald’s did? Co-create a product with an authentic brand partner. Just as Travis Scott introduced a special McDonald’s meal to his fan base, your brand can work closely with an influencer, customer, or any other brand advocate to build a product that resonates with people in greater micro-communities. Through your authentic brand partner, you can engage those who perhaps didn’t know about your brand and turn them into brand fans also. To find your brand’s Travis Scott, look for alignment and passion. Find someone who supports the same mission or cause that your brand feels strongly about. Perhaps more importantly, work with someone who is already a fan of your brand. Because their audience is used to seeing your products on this individual’s feed, your partnership will make that much more sense.
According to a survey by Bazaarvoice, the coronavirus pandemic is having a lasting effect on shopping behaviors, after pushing consumers to experiment more in their brand choices and methods of purchases. 39% of respondents worldwide said they had bought from a new brand during quarantine. What’s more, 83% of consumers who bought a new brand said they would keep buying those products, an early indication that they had formed longer-lasting loyalties. And another 72% of survey respondents said they were likely to shop at independent stores either locally or online instead of a bigger retailer.
The seemingly never ending stay-in-place order has caused brand loyalty to dwindle as people try new products out of necessity, or boredom. This is good news for brands that will focus on customer acquisition in Q4, especially as the holidays approach. You might be thinking, how can my brand acquire new customers? An AspireIQ survey found the main thing that draws in customers nowadays is deals and discounts. 81% of respondents say free shipping will entice them to buy and another 74% discount and coupons. So don’t wait. Start teasing those holiday sales!
The article: ‘A little bit of a rocket ship’: Abbio co-founder Jonathan Wahl on growing a kitchenware brand during a pandemic
Jonathan Wahl, co-founder of the cookware brand Abbio, says that the company has seen tremendous growth in both sales and web traffic amid the pandemic. In Modern Retail’s podcast, Wahl highlights a few secrets to the brand’s success, including working with influencers big and small. Wahl stated, “Someone who doesn’t follow the food space extremely closely, like we do, is not necessarily going to be swayed by the biggest name chef. They may be more swayed by the blogger that they read who has 25,000 active visitors a month. That might be their source for information. So we range across the entire spectrum in terms of having those small, influential but very important bloggers, and then also having a MasterChef champion and other big names in the space behind the Abbio product.”
While deals and discounts are one way to entice new customers, telling a strong brand story through brand advocates is an effective, long-term customer acquisition strategy. By partnering with brand advocates from all walks of life, you’re able to meet customers wherever they are. For example, a beauty brand might partner with professional makeup artists who can recommend products to clients. Beauty bloggers can promote products to their online audience. Store employees are amazing at educating shoppers. And loyal customers can spread word of mouth referrals to their peers. Whatever your industry, make sure you’re diversifying the type of people you work with in order to extend the power of your marketing to its full potential.