Two articles in this morning’s paper caught my eye as examples of good marketing.
The first, Target Coupons Go Mobile, highlights the use of smart phones to download coupons to use in-store. Unlike a paper coupon, this technology gives Target a new layer of information and interaction with its audiences. Information, because customers must either text Target (providing cell phone information) or visit their website (providing server information) about its audiences. Interaction, because the customer has another touch point with the company when it visits the website.
With coupons already available at Target.com, through direct mail, and in newspaper circulars, the mobile program is just another way to engage their clients; each method likely to appeal to another segment of their audiences.
The second article, Panera to post calorie counts to the menu board, shows an innovative strategy to differentiate this restaurant chain in a crowded marketplace. The first chain restaurant to take this step, Panera—already in a class of its own for offering healthy, fresh food— is further establishing itself as diet-friendly and socially-responsible—a message likely to resonate well with female audiences.
What’s the take-home message from these examples?
- Find new ways to interact with your target audiences and drive traffic to your website
- Use multiple strategies to connect with different segments of your audience
- Try something new and trendy, then make a PR push to create buzz around your company
- Take bold steps to differentiate your company from its competitors
- Consider a socially-responsible strategy to connect on an emotional level with your audiences