July 8, 2019

How to avoid getting dumped by your customers


How to avoid getting dumped by your customers

Last year, Love Island sponsor and online retail brand Missguided saw their sales increase by at least 40% during the evenings the reality TV show aired on ITV2. The company commented at the time that aside from the photo-sharing app Instagram, nothing had allowed them to reach their core 16 to 29 year old female audience with the same efficiency as featuring as the sponsors of the hit summer show.

Instead of posting on platforms where perhaps they simply weren’t wanted, Missguided proved itself during this time as a brand that truly understands its customers and simultaneously did a great job of keeping Love Island at the forefront of their social posts.

By using a carefully considered combination of Instagram, Twitter and television – at the key times in which its audience would be most engaged and by using a mix of messaging – it was able to raise brand awareness and increase sales with immediate results. Content varied from engaging sales posts where viewers could ‘get the look’ of their favourite islanders, through to comical GIFs that received hundreds of ‘likes’ and retweets within minutes of posting. They even used the Instagram Stories function to host Q&As with that year’s dumped islanders – making full use of what the platform has to offer.

TV campaigns – hot or not?

TV has long been considered by brands as one of the key platforms to showcase their products. However, a report from the marketing consultancy Ebiquity claims that by 2022 the reduction in TV viewing in the UK will cut the amount of ads viewed by 45% among 16 to 34 year olds, and by as much as 30% in the demographic known as “housewives and kids”. For ABC1 adults, this will fall by 15%.

These predictions, if proved correct, will inevitably make it more costly for campaigns to hit the same audience numbers. Brands will no longer be able to put all of their eggs in one basket and will need to start thinking smarter about platforms they are using and how these interlink.

Powerful property campaigns

Aligning messaging and channel is also pertinent to the residential market. At a time of economic uncertainty, driven by a fragile and rapidly changing political environment, many house buyers and sellers are still contemplating the best time to make a move. Therefore, it’s vital that brands connected to this sector are earning trust and communicating the right messages at the right time.

PR, with the right content and messaging, can of course play a big part in this but for a campaign to truly resonate it must address the real issues facing the company’s audience – which can vary significantly: from concerns around stamp duty charges to finding a dream home in a market with limited stock. Generalist ideas supported by untargeted content rarely get traction, or if they do, it can often land in a less than desirable way – dare I mention “Avocado-gate”?

As Missguided has demonstrated, the most impactful campaigns are those that are aligned not just with a company’s communication objectives but also underpinned by an understanding of the target market and contain the right message for the right channel. The property industry can do this by tapping into buyer activity data and working in closer collaboration with customer service and marketing teams. It is then crucial that these campaigns are pushed out on carefully considered platforms.

Housebuilders, for example, might use a mix of platforms depending on the audience they want to target. Instagram attracts a much younger audience with its straightforward, photo-centric design and ease of use, and so provides a perfect portal for reaching first time buyers scrolling through on their daily commutes. Targeted Facebook adverts are considered far more effective in attracting second and third steppers and even downsizers.

With consumers’ ideal type on paper constantly changing and evolving, all brands must strive to remain ahead of the game if they are to avoid getting the Love Island treatment and dumped by their customers. An integrated, optimised approach can help buyers couple up with their perfect property match.