App Marketing | Return Journey

A return journey is an approach for responsive communication with lost and inactive customers that encourages them to return and make more purchases, and if succeeded they will refer others.

Objective

The overall goal is to:

1. Claim them back,
2. Increase their order count,
3.  Recruit them as ambassadors.

Solution

Indulge & delight. Fresh, Engaging, and delightful brand. Customer Happiness.

Tactics

On Demand applications that 1- Take a Genuine Interest in customer Interests 2- pre-Solve Customer Problems 3- have Positive Customers, go above and beyond what is normally expected. The group that elevated will be biggest marketing asset in the long-run.

Many tactics can be used and I recommend a mixture of:

Nonpaid

• Direct Marketing
• Exit Offers
• Containment Social Media
• Loyalty/ Affinity Programs
• Personal Calls

Paid

• Remarketing/ Retargeting

Acquiring customers is the easy part, Retaining them is the real deal:

Seek Recognition

Encourage feedback voice from customers and implement their aspirations into your business and then you follow up and show them that their voice is heard.

Offer Exclusivity

Your 30, 60, 90 days customers are more valuable than the first 1 or 7 days customers. They deserve superior handling.

As long as customers know you care about them, they won’t worry about little imperfections.

Industry: Food & Beverage, QSR, Online food order application

Brand: Local, 9 months since launch.

County: Saudi Arabia

Date: September 2016 

Customer Experience, listen, indulge and embrace

Or as we call it in branding “ Brand offering “ … the unique selling proposition 

Brand Promise

Because we know how important it is to get your food on time…

If we are more than 30 minutes late on your confirmed order  time , your order is FREE….

"we delay, we pay”. 

Why:

It's the tangible benefit that makes a product or service desirable. And assures  brand stand out position in online food delivery spectrum in KSA

Who:

A practice embedded in each policy and procedure of brand daily operations.

Where

Manifested in operations , monitored and controlled by customer service  after the set procedure is confident in its abilities and has developed a controllable and consistent customer experience

When

• First 30 days,  internal and external communications + penalties funded by marketing budget
• Next 30 days customer care will fund
• Final 30 days and forward each team member fail the promises will pay for the order value.

Worldwide practice

• FedEx —when it absolutely, positively has to get there overnight.
• Careem — if we are late on your airport trip, its free
• Apple — Own the coolest, easiest-to-use cutting-edge phones, computers and other consumer electronics
• McKinsey & Company — Hire the best minds in management consulting
• Lynda.com — High-quality training that’s affordable and convenient
• IDEO — Industrial design for companies that want to innovate

Industry: Food & Beverage, QSR, Online food order application

Brand: Local, 9 months since launch.

County: Saudi Arabia

Date: September 2016 

NASA | #GlobalSelfie

In 2014, NASA found a way to get people excited about collaborating on a creative project it called the Global Selfie. By gathering photos that people posted of their environment, NASA created a mosaic of the entire world. The result is pretty incredible.

http://www.nasa.gov/content/goddard/2014-globalselfie-wrap-up/#.V9blJjtfSF5

Marc Jacobs| #CastMeMarc

Want to find fresh talent and build brand awareness at the same time? That's exactly what Marc Jacobs did when he sought out to find the face of his new contemporary label. For the chance to star in the fashion icon's next campaign, all you  had to do was share a photo of yourself on Twitter or Instagram with the hashtag #CastMeMarc.  Marc announced the winner of his online casting call from his personal Twitter page.

ALS Association| Ice Bucket Challenge

The Ice Bucket Challenge is now considered one of the legendary social media campaigns of all time after using a simple (but unpleasant and hilarious) challenge to raise over $115 million dollars for a disease that most people had never even heard of.

What helped propel the virality was the fact that people were publicly challenging their friends and family on social media, which made them more likely to get involved than someone asking for a retweet. 

http://www.alsa.org

Kraft Foods A.1. |For Almost Everything. Almost.

Kraft Foods has decided to re-brand A.1. by removing "steak" from their name and encouraging people to use the sauce on almost everything.

The posted this screenshot of their Facebook fan page changing their relationship with steak to "it's complicated."

Consumers can be resistant to a re-branding if your product has been solidified in their mind as one thing, but using humor and social media is a great way to build awareness and get people excited.

Marvel| Ant-Man Mini Billboards

To build hype for their upcoming movie, the marketing team behind Ant-Man placed tiny billboards in Australian cities.

Naturally, people reacted in the only way you would expect in 2015 when seeing something out of the ordinary, they posted pictures of it on social media. This is a genius way to get people talking about your brand, without asking them to.

Airbnb| #treehousetuesdays

A great way to get people excited about your brand is to offer them the chance to experience something unique. With #treehousetuesday, Airbnb features photos of actual listings in their service that allow you to spend the night in a real-life tree house. Judging from the engagement on this photo, I'd say it's working well for them. 

Head any direction from this Washington state treehouse, and you’ll find something extraordinary to explore. A five-mile stroll north gets you to quaint village-within-the-city Fairhaven, find the majestic Skagit River Valley 20 minutes south, head east for the waterfalls of the North Cascades, or venture west to board a ferry to the San Juan Islands. #TreehouseTuesday Click the link in our bio to check out this listing's nature-inspired design. Photo cred: @moneal

A photo posted by Airbnb (@airbnb) on Apr 26, 2016 at 5:19pm PDT

Offbeat Bride| Altar Your Thinking

Offbeat Bride is a wedding website that brings high-quality content curation to social media -- pinning their own content and other useful content for their followers to explore.

Their Pinterest account is a must-follow for brides-to-be, providing ideas for engagement photos, wedding venues, dresses, and much more, along with some of the most creative wedding ideas you've ever seen.

While more of an every practice than a campaign, their sharing attracts a great deal of fan attention and interaction. 

Samsung| Celebrity Selfie

Who could forget the star-studded selfie from the 2014 Oscars that received 1 million retweets in 45 minutes? While this isn't technically a campaign, it was a great accidental social marketing by Samsung. 

Diesel| Road to Tokyo #forsuccessfulliving

To celebrate 30 years in Japan, this week, Diesel created a shoppable video that was shown ahead of its FW16 runway show in Tokyo.

The cinematic short, titled “Road to Tokyo,” follows several Diesel models around the capital as they prepare for their catwalk appearance.

In the film, icons appear over the models. Once clicked, these display the different items they are wearing. Users then have the option to save them to a personal “look book” or follow a link to buy on the Diesel store right there and then.

Part of its #forsuccessfulliving campaign, the video is unusual in that it aired ahead of the catwalk — meaning users had an earlier peek into the collection to “see-now-buy-now” before the press and attendees. This is a trend that’s featured heavily in New York Fashion Week.

Welcome to Tokyo Diesel style. Click on our bio to watch the full story. #fw16

A video posted by Diesel (@diesel) on Sep 6, 2016 at 5:03am PDT