With the latest features of buy button on social media channels like Pinterest and Instagram, the distance among customers and retailers have shrank to a minimum. With this convenience, retailers must put the focus on messaging of their products to convert this buying opportune option into profit.
“Technology has evolved but the ways that people think about influencing audiences through communication contain striking echoes.”- James P. Farwell
Online store primary objective is to sell a product, but rather often retailers forget that the way how to do it matters a whole lot. In broad strokes – you have to strategically communicate your message to a specific target audience to influence their behavior to make a purchase – easier said than done. For a successful conversion, the communication has to be consistent throughout all channels your brand is present at.
In this article, I will give you a fantastic example where brand campaigns are communicated brilliantly and some tips of how to communicate a great message yourself.
First of all any campaign should influence the center of gravity, so focus on one thing at the time, while using all brand touch points to empower the core message. One of the hottest campaigns right now is Levis Women’s Denim Collection #LadiesInLevis.
This campaign greatly embraces the center of gravity which, in this case, is Alicia Keys. With a high number of followers (22M Twitter, 3.5M Instagram, 33M Facebook, 1.3M YouTube) she generates a great traffic and in all channels effectively represents the same message over again.
A campaign has to be consistent everywhere it appears, but always have a safety net ready for an unexpected turn. Either the event is good or bad, your message will have to adjust to newly occurred circumstances.
An admirable example of a quick response to customer preferences and adaption to them was done by Carlsberg in 1980. Carlsberg launched a Christmas campaign in Denmark for a special-edition Christmas beer, originally meant for “Tuborg pilsner” only as a single-season promotion. The message quickly gained popularity therefore Carlsberg created a special edition just for Christmas. Today, 35 years later, it’s the fourth most popular beer in the entire product range and even more impressively the same exact ad airs as more than three decades ago.
In this article I set a strong focus on repetition and consistency, so here are the tips to empower your e-commerce campaigns.
When expanding to a new country, aside from translating a website in the local language it has to fit your company’s pieces of a puzzle in the local market puzzle. You have to keep your message while adapting to a new environment.
A great example of this is “Skandinavisk” the co-owner Shaun Russell, said that “I spent the last 10 years selling McDonald’s to Scandinavians, now my focus is on selling the concept of hygge and Scandinavian lifestyle to the rest of the world” and he’s doing it with elegance. Skandinavisk has successfully translated and sold the cool Scandinavian lifestyle to warm lands across the ocean.
Right now you can buy a bit of Scandinavian culture as far as in South Africa, Australia, and the USA.
Fear And Self-interest
Napoleon Bonaparte said it a while ago, that men are moved by two things: fear and self-interest. These are broad strokes, but they help to categorize the selling points. Arguably ‘Black Friday’ has reached such extensive horizons, as it combines both – fear of losing the offer and interest of getting the best deal. When thinking of your next message think how it could embrace one of these factors.
Create a Compelling Story
One of the greatest political speakers of all times was Ronald Wilson Reagan. If you ever listen to any of his speeches you will hear honesty, authenticity and influence he speaks with. These characteristics greatly reflects in 1984 re-election ad “It’s morning again in America” that played a big role in winning the hearts of Americans. I believe that the key to success was that he talked about the people’s values and not his. In the same way you should speak about what your customer values not blindly preach your beliefs.
It is a tedious and time consuming job, to follow up on all the social media activities regards your brand, but it will bring the fruits of labor. I want to emphasize this factor, as it is so simple, yet too often brands leave their freshly baked campaigns burn in the heat of comments and wonder why no one is taking a bite.
This is an example from previously mentioned Levis campaign. I tweeted a ‘Congrats’ message to Levis for expanding the product line, and soon after got a ‘favorite’. The interaction was small but significant as I’ve preached their brand in this post.
— Rihards (@RihardsSavickis) July 8, 2015
One thing is what you say (and sell), but far more important is how you do it. We use campaigns to communicate (exchange information) so remember to establish a dialogue as the core ingredient for an e-commerce campaign. See technology more as a helping tool than a method of communication.
Did you enjoy this post?
Never miss a blog post. Subscribe below to get more posts like this sent straight to your inbox as soon as they're published.