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2016-12-22 14:41:55

In the age of Big Data, many businesses have reached a curious kind of paradox as companies now know more about their customers than at any other time in history. Yet, this intimacy doesn’t always translate to a better, stronger relationship. Without personalised contact, brand interactions can feel rather cold. Contemporary consumers are aware that their data is public property and they’re starting to demand more in exchange for it: they want to feel like a part of brand narratives; to be appreciated and acknowledged as key players in your brand story.

There are all kinds of different ways to do this. For inspiration, check out these high-profile examples of successful personalised marketing campaigns.

The Guardian ‘Toggle’ Button

The Guardian news site has gone beyond personalised mugs and promotional merchandise. It has actually introduced a toggle function for its online platform. This is a cheeky response to the fact that some people like to complain about certain types of news. For instance, the toggle button appeared when Kate Middleton headed to the hospital to give birth. It enabled those with an aversion to ‘baby news’ to completely erase it from their feeds.

The Reddit Front Page

Even casual internet surfers have heard of Reddit. The user generated content hub is hugely popular, largely because it offers a completely personalised experience. The website contains an incredible amount of information, but users can very quickly filter it down to just the streams and feeds that they are interested in. The Reddit ‘front page’ is a masterclass in personalised marketing, because it puts users in the driving seat.

The Coca-Cola Campaign

Coca Cola bottles with personalised labels are everywhere and have been for some time now. The campaign was launched a while ago, but it continues to be a big hit with consumers. It’s such a simple idea; nothing more than printing individual names on the packaging. However, it appeals to the same needs as personalised mugs and other forms of branded merchandise. It turns a simple transaction into a message of thanks between company and consumer.

The Absolut Splash Guns

In 2012, vodka producer Absolut took an unusual step. It made changes to its manufacturing plants and introduced special colour generating ‘guns.’ It then encouraged customers to visit the website and create a custom design for their own vodka bottle. Over the course of the campaign, it created four million unique pieces. The success of the campaign shows that consumers love getting their hands on products which are completely personal to them.

The Secret Escapes Daydream

Secret Escapes is a company that specialises in luxury hotels, flights, and holiday packages. It tailors its newsletter content, according to search habits and browsing preferences. Rather cleverly, it sends its most highly personalised ‘Monday Club’ email early in the morning, when most people are commuting to work. It does this because it knows that this is when customers are most susceptible to suggestions of a sunny getaway.

How to Make Personalisation Work for Your Business

The important thing to remember is that personalised marketing can start very small. In fact, it doesn’t have to be expensive or even dazzling enough to take on the market giants. Smaller companies, with tighter budgets, can take advantage of personalisation strategies by investing in custom merchandise. Mugs, pens, coasters, mouse mats and calendars can all be customised with the names of new or long-time customers. This is a great way to show that you care and that you acknowledge their role in your brand narrative.

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5 Times When Personalisation Has Worked for a Business – Mug Shop