Social media marketing has become one of the most effective options for brands to engage prospects, entice them to visit their site and convert them into customers.
But in order to reap the connective benefits of social, marketers need to undertake a strategic process, with a plan that includes targeting the right consumer group, finding where that group likes to gather, and creating content that's both brand relevant and provides value.
Sounds like a lot, right?
That’s why it’s always worth taking a look at brands that have already done this successfully, and learning from their success.
Here is an example of recent social media campaign that hit all the right buttons, along with some key lessons you can learn from their success.
Emirates – High-End Products and Services
One of the best ways to maximize profits within your existing customer base is to convince a select few of them to buy into your most expensive products and services.
Typically, your broad base consumer is going to provide you with repeat and frequent business, which generates steady revenue, but you still want to aim at that segment of your targeted market that wants to belong to an exclusive club that obtains high-end products and services.
Emirates understood this when they designed a first-class airplane ticket campaign aimed at their highest-earning target market.
The challenge here is that pretty much everyone has an idea what first-class seating in an airplane entails, so Emirates knew they couldn’t just list the characteristics that made their first-class cabins outstanding. They needed to go further to capture the imagination of their consumers.As part of their campaign, Emirates created short video clips of their planes and the wonderful places customers could visit in those planes.
To boost this even further, they created a campaign with celebrity influencer Jennifer Aniston touting the benefits of the company’s A380 aircraft.
As you can see above, Aniston starts out in the video by taking a shower and dressing, so viewers are fooled into thinking she’s at home. But then she emerges into the first-class cabin, and viewers now realize that she’s inside the Emirates plane.
The lesson? Even when you’re selling to your higher-end consumers, you still can’t hit them over the head with the product or service.
Instead, your marketing should focus on how the expensive product or service is really just part of your overall brand of excellence, and that the high-end product or service is a natural extension of something that your consumer already enjoys.
Social media provides you with many opportunities to reach your targeted consumer group, and to attract people who haven’t opted-in to your products and services.
But social media marketing is only effective when you understand how to use the platforms, based on your key objective/s.
In the above campaign, the marketers understood their market and objective before designing their campaigns.
Used properly, social media offers you access to billions of consumers, but as you segment them into smaller groups, you can begin to appeal directly to their wants and needs in a way that can boost your profile and draw new prospects, while also persuading existing customers to buy the more expensive products and services that you offer.
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