If you’re lucky enough to be succeeding in business, you may wonder if you should slow your marketing efforts. In a word, no. Your marketing is likely one of the reasons your business is booming. Use this opportunity to grow your business by continuing rather than scaling back on your marketing campaigns. Here are some creative ways successful brands continue to push marketing, even while they’re on top.
When it comes to streaming audio, it’s hard to think of a name other than Spotify. Although it still has a few competitors like Apple Music or Pandora, Spotify is the king of the music streaming castle. And there’s a reason for that: Spotify continues to push its marketing efforts year-round. In 2020, we listened to more music than ever before when we were stuck in our homes. Spotify added to the momentum by debuting their #2020Wrapped campaign, which gave listeners a personalized overview of the music they listened to the most throughout the year. After placing billboards in the hometowns of artists that bragged about their number of streams, Spotify saw an increase in app downloads by 21% in the first week and increased its monthly active users by 29% from the previous year.
You’ve most likely purchased something from the online retail behemoth, Amazon, which is consistently ranked high among the world’s most valuable brands. You can probably recall the last time you saw an ad for Amazon or its products. While Amazon does employ some digital marketing to achieve this, it also has the added advantage of its sellers putting money into product marketing campaigns. In 2022, Amazon launched its “Love Has No Labels” campaign to promote and educate users about inclusivity. Even with its tremendous success, you can expect new campaigns from Amazon regularly.
If you spend just an hour around downtown Bozeman, Montana, you are guaranteed to see someone in a Patagonia-branded product. From stylish trucker hats to ultra-warm jackets, Bozemanites love their Patagonia gear. Patagonia is one of the most successful outdoor clothing brands in the country, and it has successfully marketed itself differently with remarkable strategies. In 2011, Patagonia launched its now-famous “Don't Buy This Jacket” campaign to brag about its long-lasting wares. The campaign asked consumers to reconsider before buying the product and instead opt for used Patagonia goods to put less strain on the environment. And the craziest thing happened: Their revenues grew 30% the following year. Within five years, they reached over $1 billion in sales, all while continuing to promote sustainable practices and encouraging consumers to repair their clothing instead of replacing it.
Even if your business is raking it in, you shouldn’t put a pause on your marketing efforts. You may, however, want to consider a shift into the world of brand marketing, which can be scary if you’re new to it. But fear not, PRIME is here to help you develop a new brand strategy to move your marketing into the right space to keep you succeeding.
If you enjoyed this edition of PRIME Pulse, take a look at some of our other related articles:
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- The Ultimate Digital Marketing Dictionary
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