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Bill Hanifin
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In my previous post I referenced the courage to step up to the starting line to uncover the secrets of Millennial Marketing. In marketing speak this means test, evaluate, adjust and test again. Patience pays, and a willingness to fail a few times will surely pay off by learning how to reach the coveted Millennial generation.
Banana Republic surprised me the other day as I trolled around my LinkedIn profile.
After updating my profile, a new window opened. At first I thought it was a dreaded pop-up window with a cheesy and non-relevant ad. My interest was piqued when I realized that Banana Republic was sponsoring a Profile Makeover Sweepstakes.
Banana Republic is giving away 25 $1,000 wardrobe makeovers between Oct. 29 and Nov. 22. Entries into the contest are earned (up to 10) by updating your LinkedIn profile. To bridge the gap between longer term hopes of winning the big prize and more immediate gratification, the retailer offered a coupon for 25% off purchases $125 or more through Dec. 7.
Who knows what will work within the context of social networks to engender brand loyalty and influence purchase behavior? There is no list of best practices to follow, they are being created through experimentation on a daily basis.
Banana Republic has thrown a dart that landed near center for me. This promotion was easy to understand, did not require me to complete a form, and provided a quick benefit to accompany the more aspirational prize.
This offer structure met at least 2 of my 5 tests of success for Millennial Marketing. Mark this one down as a mini-milestone and watch this space for more examples.
