Finding a good pair of jeans is really hard. I’d coveted Mother Denim’s jeans ever since I spotted Meghan Markle sporting a pair on her first outing with Prince Harry.
I finally bought my first pair and they’ve become my absolute favorite jeans. I even occasionally browse Nordstrom’s website looking at other Mother Denim jeans, but I haven’t bought a second pair. Yet.
This is a big miss by Nordstrom. All I really need is a little push — an email or retargeted ad at just the right time — and I’d click that “buy” button again. After all, once you’ve got one pair of signature jeans that fit like a glove, you’ll keep coming back time and time again to get more.
So how could Nordstrom push me to buy? With an effective brand fan campaign, they could remind me how much I love Mother Denim and show off exciting new products I’d love to buy.
If you are an online marketplace or retailer that stocks multiple brands, you should be creating brand fan campaigns left and right for your target audience. They’re a great way to gain more sales and build a group of more valuable, loyal customers. Here’s how to add brand fan campaigns to your marketing strategy.
What is a brand fan campaign?
A brand fan campaign is simple: it’s an automated campaign you send to fans of a specific brand.
You likely have many customers who already have a strong affinity for brands. But how can you tell? If a buyer comes to your site and always visits the same brand pages, then they are likely a fan of that same brand. If you’re are able to stitch together customer data across devices and platforms to identify exactly who lands on these pages, you can easily create a brand fan campaign for them.
All you need to do is create a segment of buyers who have visited brand pages more than three times, for example. Then, send them campaigns featuring products from that exact brand. These campaigns can include people who have never made an order, or who are repeat customers. If you see that a customer has ordered several items from the same brand, you can try to cross-sell or up-sell other items. Another alternative is to suggest other similar brands that they might like or to offer discounts as part of a well-thought-out discount strategy.
How can I create a brand fan campaign?
Once you have identified patterns and habits within your existing data then you can use dynamic content to tempt these brand fans into making a purchase. To do this, you first need to create a segment in your B2C CRM for brand fans. Then you can automatically trigger campaigns in real-time when people visit different pages for the same brand within a specific period of time.
Take the below example of creating a segment of brand fans. Anyone who has visited a specific brand page in the men’s apparel category at least once in the last month, but hasn’t ordered anything yet, will be added to a specific segment.
You can adjust these parameters to suit particular brands or product categories, but the point is that each shopper will receive an email or ad with dynamic content that is personalized and based on their past browsing behavior.
What should a brand fan campaign include?
These brand fan campaigns must be personalized according to the shopper’s past behavior using dynamic content. For example, if you are sending out an email, you can add a subject line that references that fact that they have browsed a certain brand, and then includes products from that brand in the email along with user-generated content like reviews or photos. If a shopper has browsed a specific item regularly then include that product (or products) in the email with a link to take them straight back to the item’s page.
But you also don’t just have to use email marketing — you can also use retargeting ads or Instagram and Facebook ads to show the items that buyers have browsed on your site and link directly back to these products so they can quickly and easily make a purchase. If these campaigns aren’t working, you can also branch out a little. You can also recommend similar brands that you think they would like, outside of their known favorites.
A great example of a brand fan campaign
Online retailer Fab uses email marketing as part of its brand fan campaign strategy. The email below showcases watch brand MVMT and gives more information on the history of the brand and its mission, as well as including two buttons to take you back to the site to shop the watches. The email could be improved by increasing the size of the buy buttons, as well as showcasing specific models, or making the images clickable. But overall, it’s a creative way to drive brand awareness.
By using the data you are already collecting to create segments and send out automatically triggered brand fan campaigns, you’ll quickly see an increase in loyal customers.
Brand fans are extremely valuable. It’s very expensive to be constantly trying to acquire new customers. It’s a much better strategy to create loyal customers who not only regularly buy from the same brand, but are also advocates of that brand. They talk about this brand to their friends and share their purchases on social media, they like your posts, and they interact with your content. These brand fans will help you create a loyal B2C customer base for your online retail store, as well as bring in more new customers.