Highlight The Success of Your Partners
Do you ever get tired of talking about yourself?
Sometimes it can get old to talk about your own products in every email.
Customers are always looking for something new and sometimes the same old product emails can get stale. When this happens, brands need to look for creative ways to freshen up the emails so its new for the customers and sparks that buying curiosity once again.
One brand, Under Armour, recently did something very creative with their product emails and it was actually a win-win for both their brand and their partners.
Share Partner Success Stories In Emails
When this email came through my inbox it made me smile. It was Super Bowl Sunday and the email had the perfect combination of current events marketing and partnership marketing.
Tom Brady Under Armour Email
Tom Brady was playing in the Super Bowl on the day this email went out. It was good marketing awareness from Under Armour to use this current event to bring some relevancy to their brand and products. Tom Brady is one of their partners and they were able to tie in his success with that of their brand. Now, consumers and football fans can see the same spark in the brand again that maybe they have had in the past. People want to be associated with successful people. Football fans see how successful Tom Brady is and want to associate with that success. By becoming partners with Tom Brady, Under Armour is able to serve the football fan that also needs performance gear for their own workouts.
Great use of timeliness by Under Armour, but also a great use of highlighting the success of a partner.
Cam Newton Under Armour Email
Here again we have a great example of Under Armour showcasing the success of their partner. The email does not focus on the products from the brand. Certainly the logo is visible, but the main focus on the email is the success of Cam Newton, the 2011 NFL Rookie of the Year.
It’s such a great way to share the success story with your customers. The customers relate well to stories and telling the same story with your products and services can become stale over time.
There needs to be life breathed back into your email program and sharing the stories of your customers and partners is a great way to accomplish this. Under Armour is fortunate to have successful partners right now, but there should be success stories with each brand.
Talk to your customers and see if they could share their story of how they were able to use your product for something successful. This strategy works like testimonials, but if you can tell the story with images, photographs or something similar you can add more interest to the story.
People will really connect with the stories of people they relate to. Now, Tom Brady and Cam Newton are two incredible people, but Under Armour customers want to associate with greatness so they will respond to these emails.
Consider putting some life back into your email program by highlighting the success of your customers and partners.
It’s a great way to associate your brand with success.
Customers will respond.
Tagged in: Cam Newton, Tom Brady, Under Armour