5 Products or Brands That Could Benefit from Engagement Marketing
Luke Miller, Executive Producer – Shop Marketing and Creative Group
Go ahead and jump!
This water brand is on fire. Hint, a lightly flavored water with no sugar, is growing at an incredible rate through very pointed, aggressive online marketing. Their subscription model for distribution has led to this rapid growth in their segment, but as they begin to acquire national distributors, like Target, they will need to market well to individuals outside their base. How is that done? By letting people experience their product first hand. Hint is better than LaCroix, but LaCroix customers will continue buying LaCroix until they know Hint exists! They have to taste and experience the product before they can make the switch.
A ski and skate brand with incredible notoriety and staying power, even after a decade of revolving ownership . Founded in 1962 by two brothers, K2 quickly grew into the behemoth brand you see today, but, despite their reputation, K2 can’t quite settle into the current ecosystem. K2 has had three different owners in the last 10 years, a tumultuous path for a brand navigating ever increasing competition. As mom and pop ski makers continue to show up all over the globe, how does a major ski/skate player, like K2, continue to be relevant? By reminding consumers what their brand means, by demoing superior product, and by immersing consumers in the history that other ski makers just don’t have.
Already one of the world’s largest hospitality companies, Marriott continues to grow and expand at an incredible rate. They recently snatched up Starwood (W, Sheraton, Westin, etc.) and they are merging, in many cases, similar brands into their existing portfolio. How do they educate consumers on their growth? How do they showcase specific brands whose sole missions are to attract very targeted demographics? How do they avoid consumer confusion and brand dysphoria? Engagement marketing is the answer to a very diverse brand portfolio.
Here is a brand that is owned by global conglomerate Reckitt Benckiser. RB is also responsible for French’s mustard, Durex condoms, and Lysol disinfectants. Pending regulatory approval, RB’s food line is going to be acquired by McCormick and Co. You may know McCormick for their spices. McCormick is incredibly bullish on Frank’s. In fact, the CEO of McCormick’s recently said:
“Frank’s Red Hot is the No. 1 brand in the US and Canada and is approximately twice the market share of the next largest competitor. The global hot sauce category is approximately 3x the US market size and we plan to make Frank’s the No. 1 hot sauce globally.”
Those are pretty ambitious goals, but, if the correct marketing method is selected, not all that difficult to achieve. Get Frank’s on the road and get the product into the hands of non-loyal hot sauce consumers in weak markets. There seems to be a pretty clear-cut recipe for success.
Having just landed one of the biggest superstars in the world, Bridgestone was immediately met with the PR nightmare he’s become. His name is Tiger Woods and, love him or hate him, he still moves the needle in the golf world. Bridgestone Golf is simplifying their ball product line in a crowded field to make golf more reachable to the everyday golfer. Long has the industry tried to overcomplicate things by showcasing the science behind products, but Bridgestone has realized that simple sells. Consumers are asking whether a product makes them a better golfer and that’s all that matters to them. That same approach should be used in marketing – simple sells. Let consumers experience the benefits of your brand and when those benefits are realized, sales follow.