The Personal Touch
Balpreet Mangat, Managing Partner at MKTG introduced the session by discussing how far brands should go when it comes to delivering personalised experiences for the consumer. Although many brands have realised the importance of personalised marketing, not many get it right.
“Personalisation is a nice touch, but if it doesn’t work, the brand love may disappear,” explained Balpreet.
One brand that has succeeded in showing that consumers appreciated a personal touch is Coca-Cola. They made an early attempt to tap into customer appreciation of the personalised approach by researching the most 250 most popular names in each market and printing them on their labels. As an example of ‘reverse personalisation’, customers then personalised themselves to the pack, creating talkability, as individuals wanted to know if their name had made it onto the popular packaging. From a business perspective, this activity certainly worked, and was subsequently extended to 80 markets, and increased Coca Cola’s share of category by 4%.
