With Thanksgiving on the horizon, my mind is drifting nowhere else but to the thought of gourds galore, the itis, and wondering how gluten-free cranberries are going to taste.
Then I thought about how my dad and my uncle will bargain and bet back and forth over football with outrageous and bizarre wagers that neither will ever actually carry out. And then I arrived this thought: Talk is certainly cheap. So I said to myself, nearly instinctively, actions speak louder than words. And really, it made me pause, because as much as that goes for people, it goes for brands too.
Today, marketing’s goal is to put content in your hands in a seriously multichannel way: TV, magazines, mobile, Facebook, email inboxes—pretty much anything you’ve got. But what are those things really, in a world full of actions and experiences?
It’s one thing to claim you’re a family brand or that you’re targeting women or that you promote healthy living—but it’s a completely different thing to really do it. And we know exactly what that different thing is: experiential incentives.
So, you want your consumers to be active and you say you’re a health brand? How about a personal training session with purchase or digital streaming wellness classes? Your brand shouts about being youthful and adventurous? Why not amusement park entry or paintball rounds? You want your female demographic to have confidence and shine? Indulge in a beauty treatment with purchase.
It may seem like a big leap from coupons or discounts and price-based promotion, but it never hurts to try something new…like gluten-free cranberries, for instance.
What if the words in your brand message could actually spark action in your consumers? Now that’s the stuffing we want to hear.
Molly Schlinger is a strategic planner at TRCo Marketing.