faz page 45 Nov 2009 19:14
Brand communications manager, Pizza Hut
Being relevant to customers is the critical factor in any marketing activity. We know a relevant, personalised message can build brand affinity; even more so if it is in an unexpected but non-intrusive environment. It says/ "This brand really understands me, my life and my needs."
However, personalisation should be treated with caution. Consumers know that database technology is widely available and, as a result, addressing a customer by name can actually be seen as overfamiliar, especially if they are not an existing customer.
While a tangible paper copy of the marketing message adds longevity to a message, assuming customers will keep it and return to it, salience is again key - if it is the right message, it will be remembered and acted upon, regardless of the media in which it was distributed.
We use personalisation to target customers in pay weeks, when we know there is increased traffic to ATMs. We use the printouts to inform customers of their nearest Pizza Hut restaurant, which we think is a non-intrusive, relevant and helpful build on the digital information given at the ATM terminal.
Patrick HarveyPatrick Harvey: Head of brand development, npower
Customers are being bombarded constantly with the noise of marketing from all different industries telling them how much better their product is [than others]. So much so that customers just don't have the bandwidth to take it all in.
Personalisation is