Customers of today and tomorrow want something to remember from your next offline marketing campaign — and this is your chance to impress them. If you capture their attention with out-of-the-box concepts, you’ll have a higher chance of gaining their custom. We’ve collated a list of some of the most impressive offline marketing campaigns that will allow your creativity to kick in.
1. Starbucks — Coffee Cup Names
In 2012, Starbucks decided to personalise their service by writing down the name of the customer on their coffee cups opposed to their order. This revolutionised the world of marketing and became a phenomenon on social media with floods of user generated content being produced.
The coffee brand made this decision at the right time, as platforms like Instagram were growing in popularity with an entire new userbase who felt more inclined to share their experiences with the wider online world.
Not every barista spells your name correctly though, and this has become a trend in itself. Pictures associated with the #StarbucksNameFail hashtag have gone viral — which has generated even more exposure for the brand!
The real success tip behind this strategy is encouraging customers to take photos of your products and share them online. In a clothing store, could you decorate your in-store mirrors with shareable hashtags and encourage people to show off their new outfit? The incentives for this could be entry into a competition to win a gift card!
2. Coca Cola — Bottle Names & One-Off Prints
Similar to Starbucks, Coca Cola launched their Share A Coke campaign in the summer of 2013 and 2014. The soft-drink giant replaced its iconic logo with the UK’s most popular names and distributed them to stores nationwide — and even allowed customers to go online and customise their own bottles to order. There were around 730,000 personalised glass bottles sold through the e-commerce store at this point.
Coca Cola has stated that this was one of their most successful offline marketing stunts. Figures from the 2014 campaign found that there were over one thousand names on bottles and more than 150 million personalised bottles sold which highlights the need for customisation from brands.
This campaign also received 998 million impressions on Twitter, 225,000 tweets from 111,000 fans using the #ShareACoke hashtag. Mirroring a marketing activity like this truly does test your creativity, but it can be done and give exceptional benefits.
One of the reasons this campaign was so impactful was because it gave customers a product that they felt was unique. Take customisation to the next level with your retail company and allow people to personalise their products — even to a small extent by choosing the colour, size and style if you’re a fashion brand. Diversifying your product range also means that you can appeal to a new set of products.
As well as this, Coca-Cola Israel produced two million unique bottles as part of a marketing campaign for Diet Coke. Although digital printing has been able to produce one-copy products for a long time, mosaic printing allowed the brand to create an original for each bottle. The marketing campaign championed individuality among consumers and pushed out the “Stay Extraordinary” tagline.
The company saw a 2.1% increase in sales, 3% increase in brand preference and 2% increase in purchase intent as a result.
3. Burger King — Menu War Against McDonalds
We all know that Burger King has had some beef with McDonald’s in the past, but a little bit of competition can be healthy for businesses. After McDonald’s lost their legal battle to trademark Bic Mac in the European Union, Burger King were quick enough to release their ‘Not Big Mac’s’ menu in Sweden to point some fun at their fast-food rival.
The menu itself included:
• The Like A Big Mac, But Actually Big
• The King Of Like A Big Mac, But Juicier And Tastier
•The Burger Big Mac Wished It Was
•The Anything But A Big Mac
• The Big Mac-ish But Flame Grilled Of Course
None of the items on the menu were new, just rebranded for the execution of this marketing campaign.
This mischievous behavior by Burger King was humorous to customers, hinting at the bigger rivalry between them and McDonalds. Using the humour tactic in your marketing strategy is a good way to get your audience to connect with your brand. This doesn’t have to be an expensive technique either, responding to social media comments with quirky replies is one way that you can relate with your audience.
4. Kinder — Kinder Surprise Toy
Created in 1974 by Ferrero and William Salice in Italy, the Kinder Surprise is something that continues to live on with the children of today. The chocolate egg contains a surprise toy for children to construct together once they’ve eaten it and is a marketing masterpiece.
Kinder produces an estimated of 1.2 billion toys each year for the Kinder Surprise, and 150 new toys are released every autumn which can sometimes include character sets. As a result, children continually ask their parents for this specific chocolate because they’ll know they can get a toy to play with as well.
To brand has done extremely well at selling products through promoting children’s popular culture too. This includes designing toys around films like Kung Fu Panda, Minions and the Smurfs.
The idea behind this strategy is the incentive of a freebie with the purchase of a product. This could be in collaboration with another brand to promote one of their products or it may be used to test the waters with one of your own new products. Whatever your motive, everyone appreciates an item that they didn’t have to pay for!
5. Greggs — Outdoor Sign
In November 2018, a Greggs store on Northumberland Street in Newcastle reversed its outdoorsign so that it would reflect in Fenwick’s window which was opposite. The marketing stunt caught the attention of national press and really increased exposure for the brand.
At this time, Fenwick’s window was attracting thousands of visitors because of its annual Christmas-themed showcase. This meant that people who were taking photographs of the window were actually giving free promotion to Greggs — with the reflection its illuminated sign also being captured in the image no matter the angle.
This is a good reminder that often the simplest measures of marketing can sometimes be the most effective. It’s also a great example of benefitting from another brand’s marketing campaign. There have been many instances of companies replicating other business’ adverts — take the Aldi Christmas van in their 2018 advert, noticeably similar to the iconic Coca Cola Christmas truck. Be creative and consider if there are any ways that you can benefit from other popular campaigns (without copying!).
Now it’s time to work your magic and come up with an electrifying concept for an offline campaign. Need some more inspiration with the types of products that you could work with? Have a browse of our life-size cutouts and event signage to start with!
I am a new customer
If you’re new to Where The Trade Buys, set up a free account today and revel in benefits which include:
- Getting 20% off your first order
- Being able to save a quote for future projects
- Using multiple delivery addresses