Good things can happen when you listen to customers.
Consider Hostess Brands, which “has nurtured retail sales of its products nearly back to their pre-liquidation level of more than $1.3 billion in 2012” as reported by Julie Jargon in The Wall Street Journal.
This summer, the company expanded the Hostess brand product range with white and wheat bread along with hamburger and hot dog buns.
In this final installment, we’ll take a look at the Jewish National Fund (JNF). Why did a nonprofit best-known for planting trees in Israel participate at this year’s South by Southwest® (SXSW®) festival?
“Meet Me at My Place” or Create Experiences Where Your Customers Are
[It’s ] “a reflection of the choice that consumers have in how they engage a brand, and therefore is best represented as how brands enable their clients and consumers to use these channels to engage with them.”
Newman points to the emergence of a new breed of “marketers with a hybrid capability to not be just focused on one type of marketing whether it be direct, digital or retail, but rather a marketer that understands experience, and how consumers are seeking ubiquity. From their cell phone to the desktop to an in store visit; we are entering an omni-channel world, where consumers seek an omni-channel experience.”
Omnichannel marketing is not necessarily a new idea, though. It’s more an evolved idea.
For example, in the pre-social media days, one marketing challenge was to integrate consumer promotion, trade marketing and advertising — plus maybe some PR events — into a cohesive marketing mix. Today, there are more platforms than ever to engage with customers and build brands, and that’s exciting for the marketing community.
Those “hybrid marketers” also need to understand the discipline of brand management — and how to apply that expertise in today’s omni-touchpoint world. What’s needed are smart, flexible marketers (those with strong consumer packaged goods (CPG) brand management training should thrive).
With that introduction, let’s explore three current omnichannel marketing initiatives. See what you can take and apply to your company and team.
Founded in 2013, Jack Erwin is a new brand of men’s shoes. This week, the online seller adds a special brick-and-mortar component.
Their approach is a try-on physical outlet dubbed The Fitting Room, opening in New York City on November 13th.
An opening existed for a competitor to deliver a high-quality blade at much lower cost, and it came via a new business model. Dollar Shave Club (DSC) emerged as a disruptive player in 2011/2012, getting wide notice with a wacky video featuring its founder. Its online, recurring monthly sales model (“club”) took dead aim at the category giants selling through traditional retail channels.
Then, in 2013, 800Razors.com joined the fray, building off the DSC approach while incorporating significant go-to-market differences: