Sunday, October 22, 2006
House parties for brands
We like this one: companies like Aerosoles, Jockey, and AT&T have brought brand loyalty to new heights, paying their best customers to introduce their friends to the brands' products in the privacy and comfort of their own homes. The idea, like most good ideas, is not new - companies like Tupperware and Mary Kay have been using the strategy successfully forever - but these brands have the power to bring it mainstream. As the Brandweek article points out, the reach of such parties is very limited - but we think the idea could work for smaller marketers with smaller budgets - i.e. your local pizza joint giving a bunch of pizzas away to one of their best customers on the premise they'd invite friends that hadn't tried before with hopes of getting them to come in on their own. The pizza shop could offer coupons for the next visit and incentives to host your own pizza party. Okay, if that's too hokey, try the idea out on your own clients...do you have a local business or retailer that could benefit from having more brand advocates? We thought so. A house party might be something to test in your clients '07 plans. Food for thought.
BTW, since we mentioned it, Mary Kay Ash is one of our most favorite (and underplayed) personal brands. More than just a pretty face in a pink suit, she was indeed a force to be reckoned with in the boardroom and shared her success freely to support women's cancer research and combat domestic violence.
Happy Monday!
We like this one: companies like Aerosoles, Jockey, and AT&T have brought brand loyalty to new heights, paying their best customers to introduce their friends to the brands' products in the privacy and comfort of their own homes. The idea, like most good ideas, is not new - companies like Tupperware and Mary Kay have been using the strategy successfully forever - but these brands have the power to bring it mainstream. As the Brandweek article points out, the reach of such parties is very limited - but we think the idea could work for smaller marketers with smaller budgets - i.e. your local pizza joint giving a bunch of pizzas away to one of their best customers on the premise they'd invite friends that hadn't tried before with hopes of getting them to come in on their own. The pizza shop could offer coupons for the next visit and incentives to host your own pizza party. Okay, if that's too hokey, try the idea out on your own clients...do you have a local business or retailer that could benefit from having more brand advocates? We thought so. A house party might be something to test in your clients '07 plans. Food for thought.
BTW, since we mentioned it, Mary Kay Ash is one of our most favorite (and underplayed) personal brands. More than just a pretty face in a pink suit, she was indeed a force to be reckoned with in the boardroom and shared her success freely to support women's cancer research and combat domestic violence.
Happy Monday!
