Overview Of: What are some examples of great marketing?
WHAT ARE SOME EXAMPLES OF GREAT MARKETING
A marketing strategy contains the company’s value proposition, key brand messaging, data on target customer demographics, and other high-level elements. A thorough marketing strategy covers “the four Ps” of marketing—product, price, place, and promotion.
Bank of America’s partnership with Khan Academy
Think about it: large bank partners with an education company to help clients become better off, financially. It seems almost counterintuitive, but it isn’t. Sure, banks stand to gain money from credit card and loan interest made off of the debt of their customers, but, the more money customers have to invest, if they are happy with their connection, they will keep their funds within their financial institution.
Bank of America (BoA) started this marketing campaign with an email campaign which started to pique the interest of its customers-, with information regarding the Khan Academy partnership.
This was followed up with a series of videos showing real people in real-life careers talking about their experiences. The vignettes featured, among others, a hair salon owner, a teacher, a firefighter, a customer service representative, and an architect.
The first thing that BoA did intelligently was to borrow from various socio-economic groups. If you didn’t identify with the teacher or the hair salon owner, you could almost certainly find a connection with any one of the other people featured.
Secondly, each of the people featured has a different life experience. One is a parent, trying to balance policing with raising a family. One is a pilot, who is in a financial position to help family members with bills. Another is paying off student debt while working his first ‘real’ job.
Each speaks of a different goal or hurdle. You can learn about the monthly income of one person, budgeting from another, and the benefit of internships from someone else. BoA (and their partner, Khan Academy) recognized their customer demographics and realized that customers who check their email frequently or do online banking would be a great target audience.
Burger King trolling McDonald’s
Burger King has been using humor and wit to market its fast-food brand to a target demographic since the mid-2000s.
First was an offer to their competitor, McDonald’s to combine the iconic Big Mac with the equally famous Whopper. Burger King ‘penned’ an open letter to McDonald’s that spanned all types of media, to offer the partnership (McDonald’s declined)- and with that, caught the eye- and tickled the funny bones- of the audience.
Burger King followed this spoof up over the next few years with various plays at McDonald’s (and McDonald’s customers.) In 2018, Burger King offered the Whopper for $0.01- the catch? The customer had to order from their app, within 600 feet of a McDonald’s.
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