What is hard to build and easy to break?
June 22, 2021
One Stat: Loyalty
The older I get, the more in-tune I get to marketing micro-moments. Often, they are missed moments. On Saturday, I popped into Target with my daughter to pick up donuts and quickly saw nothing in the store about Father’s Day (the next day).
We went out for drinks and apps Sunday afternoon and there was not one promo about Father’s Day. I did notice a promo at a local brewery (hat tip to Kinship in Waukee, Iowa) for putting the first one “on the house” for all dads.
But it got me thinking about how brands miss these micro-loyalty moments, and Father’s Day is one of those moments. And most missed it.
Building loyalty is easy. Creating micro-moments is easy. And a promo on a holiday like this is easy.
So, here is the stat for this week: A survey of more than 4,600 US adults found that 65% agree that instant discounts are important elements of loyalty programs. (Source)
Case Study: Becoming a Media Empire
Content is king.
Distribution is the king’s neighbor.
We’ve heard it all.
But the underlying truth is content matters. Years ago, Marriott - the global hotel chain with 30 brands and over 7,500 properties - went all-in on being a content producer.
They developed a command center (something they expanded on to become a global operation) to create content, jump on trends, and engage with fans and friends anywhere.
And it is working.
“We are a media company now,” said David Beebe, Marriott’s Emmy-winning vice president of global creative.
Since it’s launch nearly a decade ago, Marriott’s unique visitors is through the roof, engagement is astronomical, and their reach into the Millennial segment is envied by brands everywhere.
It’s hard to create content; and especially hard to create content at scale that matters and drives impact. Marriott figured it out.
Someone You Should Follow / Something You Should Read / Something You Should Listen To
I timed this section well this week. ;)
I just finished reading a great fiction book I want to recommend:
The Midnight Library by Matt Haig. I picked it up this spring while browsing the aisles of my local bookstore. I found myself making the time each night to read; a feeling I had not had in a long time.
It’s fun. It challenges our constant drive to “win” at our own lives. And it will make you stop and think about what you would do if put into your own Midnight Library.
Thanks for being a member of the Analog family. If you want, please do share this with your marketing tribe. Please, and thank you.