Personalized marketing is at work all around us. We see it every day, from personalized key chains and other souvenirs sold at tourist destinations to featured recommendations on Amazon.com, companies are tailoring products to make them more targeted and personalized.
This summer Coca-Cola launched its “Share a Coke” marketing campaign aimed at teens and Millennials. In an effort to personally connect with consumers, Coca-Cola replaced its iconic script logo with 250 of the most popular names of young people. Personalized labels could be found on 20 oz. bottles of Coke, Diet Coke and Coke Zero all summer long. Coca-Cola also encouraged customers to share their experiences on social media and many Coke enthusiasts responded by posting pictures with soda bottles bearing their names. In fact, during the first half of the campaign consumers shared more than 125,000 posts via social media networks. The Wall Street Journal reported that Coca-Cola soda sales in the U.S. increased by more than two percent following the launch of the campaign.
Why was the Share a Coke campaign so successful? Studies show that people prefer receiving customized messages rather than generic ones. Individualized communication signals that the consumer is unique and important. Like Coca-Cola, CPAs can take steps to personalize their marketing efforts.