Companies that use relationship marketing, have noticed the importance of this strategy and its effective role in building trust with their customers in the long term, thus achieving more profits.
Many companies have integrated relationship marketing into their marketing strategy and do not stop at the buying process. Various marketing tools are used for this purpose, such as social media marketing. Here are some companies that are good examples of relationship marketing:
Coca-Cola, customized products:
The famous American company specializing in the production of soft drinks was founded in 1887. The brand owes its success initially to mass marketing through the famous Coca-Cola drink. Gradually, the company diversified its range and offered several types of cola. However, in recent years, the company decided to personalize its relationship with its customers by offering customized bottles with a first name. Consumers feel that they are being addressed directly when they choose the bottle bearing their name. Coca-Cola managed to enhance its brand image by making its product unique. The company decided to go further by proposing a Braille naming campaign in Argentina and Mexico so as not to exclude visually impaired consumers.
Nike, social networks in real-time:
The company has been practicing relationship marketing for a long time. To do so, it invests in relationship marketing focused on customer relationships. The brand regularly communicates with its community through social networks in real-time, as well as through its mobile applications. It follows and accompanies beginner and professional athletes on their journey and successes. There is an answer to every question from subscribers on social networks such as Twitter and LinkedIn.
Through the Nike Run Club, the athletic running community can follow training for free. In addition, fitness enthusiasts can follow personalized programs at home through the Nike Training Club.
Facebook, nominative marketing:
The world’s leading social network wants to establish a more personal relationship with its users. You’ve probably noticed that it sends you personalized messages at the top of your news feed: “Hi Martin! Thanks for being here and have fun on Facebook today.” Commercial mailings make use of this practice and are increasingly popular with businesses, as it allows them to directly address the customer by name (thanks to databases).
Sephora, personalized loyalty:
For the cosmetics brand, the customer is king. This brand has perfectly understood the definition of relationship marketing. Its marketing plan includes a loyalty card system with personalized products for its customers. There are three loyalty levels depending on the customers’ position in their sales funnel. Depending on their brand loyalty, they benefit from white, black, and gold cards. This provides them with several interesting benefits. The most loyal customers can even be invited to VIP parties where they have access to special and exclusive offers.
Air Canada, entertainment as a marketing strategy :
To improve customer relations, Air Canada has adopted an original approach. The company has abandoned the usual loyalty programs and offers a game in the form of a smartphone application. Travelers create their own avatars and earn virtual rewards on their travels. The most loyal travelers have the privilege of appearing on the Air Canada website. A concept that reinforces the brand’s image in the minds of consumers.
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