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What Dealers Can Learn from Coca-Cola’s Revamped “Share-a-Coke” Campaign

20 Apr What Dealers Can Learn from Coca-Cola’s Revamped “Share-a-Coke” Campaign

Hint: Personalization is key for marketers of all stripes. Ever found a bottle of Coca-Cola with your name on it? If you missed your chance during the company’s “Share-a-Coke” campaign last year, then you’re about to get one more shot. Coca-Cola recently announced that it will be bringing the campaign back this year, with 1,000 of the most popular first names (four times as many as last year) printed on Coca-Cola, Diet Coke and Coke Zero 20-oz. bottle labels. The original campaign was an obvious success– the brand reported a 19 percent year-over-year growth in 20-oz. packaging, a huge jump for an established brand that rarely sees growth. It was also a hit with consumers, who took to gas stations and convenience stores across the country to search for their names. They even got creative, using the bottles in videos that went viral online. So what can dealers take away from this? Quite a bit, actually. Soda and sedans may not seem to  have a lot in common, but the core reason that Coca-Cola’s campaign was such a success can be applied by dealers of all kinds, and that’s personalization. Consumers prefer marketing messages that acknowledge them. Personalization in marketing allows dealers to reach out to auto shoppers in a unique way, and the statistics show that consumers respond well to it:
  • Personalized emails improve clickthrough rates by 14 percent and conversion rates by 10 percent. (Aberdeen)
  • 40 percent of consumers buy more from retailers who personalize the shopping experience across channels. (MyBuys)
  • Leads who are nurtured with targeted content produce a 20 percent increase in sales opportunities. (DemandGen)
When dealers use the information they’ve gathered to deliver personalized messages to shoppers, the customer shopping experience is streamlined and simple. When a message includes a consumer’s vehicle or payment information, that’s one less thing that consumer has to fill in themselves. Personalization also speaks to a dealer’s credibility. It tells consumers that the message they’ve received isn’t spam, or something sent to everyone that may not be relevant to them. The message features their name and information– it’s clearly designed specifically for them. The customization of the message validates the sender in the consumer’s eyes– it tells the consumer that the sender is a legitimate source, and that this is a legitimate message. What’s more, it’s even easier for a dealer to personalize a marketing campaign than it is for a brand like Coca-Cola. Dealer’s have access to an array of customer information in their DMS, or gathered from different sources. While Coca-Cola must target 1,000 different names to create personalization, dealers need only look to the data they already have and implement it in their marketing campaigns. If consumers value personalization in a bottle of soda that runs for $1.70, don’t you think it’s even more important to personalize your messaging when you’re trying to sell them a vehicle? Next time you’re planning a mail campaign or email message, consider how you can personalize it to the consumers you’re reaching. As Coca-Cola has proven, the additional effort can pay off.

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