*Personalised marketing is a bit of both says Senior Account Manager Natalie Pejovic. She shares two very different examples that have impressed her recently…*
Despite being acutely aware of remarketing tactics I’m still amazed when I find the dress, shoes or handbag I was eyeing up on weekend appear on my Instagram feed a few days later. It doesn’t really bother me though and although I guess it IS a bit creepy, working in the marketing industry means I understand how it got there.
And yes… there have been times when the ads have MADE me cave and buy the dress!
Over the last couple of weeks however I’ve been seriously impressed by two pieces of marketing in particular, from two very different brands…
The first was the NHS’ Blood and Transplant branch. Would you have guessed that?! I’ve been donating blood for a few years now and must admit I personally donate for the feel good factor, and well, why not if I can spare a pint? As if that isn’t satisfying enough though, I now even get told exactly where my blood is going – after the last time I donated, I received a text telling me my blood had gone to Northampton General Hospital. What a tug on the heart strings! And I loved it. I’m clearly not the only one who loves it as I’ve seen a few text screenshots popping up on my Facebook feed too. I think it’s bought an element of intrigue and emotion to what’s actually quite an unexciting and uninspiring process. Where will my blood go to next I wonder?
(image: https://www.superdream.co.uk/wp-content/uploads/2016/07/nat-p-nhs-576×1024.png alt: nat p nhs)
The second was during my supermarket shop, right before my birthday. After paying for my items on the self-service till (and obviously swiping my point’s card) a little voucher popped out of the machine. ‘Happy Birthday’ it said, ‘Have a £2 bouquet of flowers on us to celebrate’. Wow – not only did Morrisons know it was my birthday but they also gave me a treat to celebrate – and timed perfectly. How kind! This is obviously down to clever use of data but never the less, I left feeling quite special, and loving Morrisons a little bit more for it.
(image: https://www.superdream.co.uk/wp-content/uploads/2016/07/nat-p-mozzas.jpg alt: Morrisons birthday flowers)
I’ve found myself suckered in on both occasions, and I know what you’re thinking – they both have their own agendas – the NHS want me to continue to donate blood and Morrisons probably want me to spend more money on flowers. But the point is that both of these brands made a real effort to connect with me on an emotional level which made me feel warm and fuzzy inside. I think that’s rare for a brand today so I rate that.
There’s lots of debate over clever use of data in marketing – does it make you go ‘Eww, that’s creepy’ or ‘Wow that’s clever’?