5 Examples of Marketing Strategies from Major Brands
Examples of marketing strategies from significant and major brands inspire many people working on their own positioning and marketing. Often these are just scattered elements that are not interconnected. However, with time and effort, it is possible to create a comprehensive marketing strategy that will bring a company closer to achieving its goals.
That’s why today we will explore examples of marketing strategies for brand promotion, including specific examples and outcomes. You will also learn how to independently build a strategy for your business to quickly obtain tangible results from your efforts.
What is a marketing strategy and why is it important?
A marketing strategy is a plan that includes activities aimed at converting potential customers into buyers and achieving the long-term and short-term goals of a brand. It involves understanding consumer needs, selecting communication channels, and developing a competitive advantage.
Business owners invest time and money in developing a clear and detailed marketing strategy, which contributes to the success and growth of their companies. A marketing strategy defines your short-term and long-term goals and sets the direction for their achievement. This plan helps you determine what needs to be done in the coming days, weeks, months, and years to increase sales, attract more customers, and boost revenue. The plan ensures that you remain consistent across different marketing channels and provide relevant content.
What is the purpose of a strategy?
- Understand customer problems and offer corresponding solutions;
- Allocate resources wisely;
- Maintain consistency across different marketing channels;
- Provide consumers with relevant content;
- Create advertising campaigns that resonate with the target audience;
- Maximize profitability;
- Utilize resources effectively;
- Satisfy customer desires and needs;
- Inform the audience about the value and advantages of the brand.
Now that you understand why having a marketing strategy is important, it’s time to explore its types.
6 types of marketing strategies
There are various types of strategies, but not all of them help achieve the same goals. We have listed the most effective and popular marketing strategies that companies use on a daily basis. By reading this section, you will be able to choose the most suitable ones for your business.
Email Marketing Strategy
With over 4 billion email users worldwide, email marketing remains one of the most effective strategies. You can reach out to customers on your email list with information about product features, enticing offers, and new releases. This method helps convey the value of your brand and retain customers in a non-intrusive manner between purchases.
Social Media Marketing Strategy
Promoting your product on social media allows you to stimulate lead generation, increase conversion rates, and build relationships with potential customers.
Content Marketing Strategy
A powerful content marketing strategy includes business cases, brand positioning, an action plan, and a value proposition. An effective and well-thought-out strategy leads to increased visibility in search engines, improved social media presence, and enhanced customer trust.
SEO (Search Engine Optimization)
Search engine optimization helps your website appear in the top search engine results. Organize your content in a way that users can easily find it when they enter relevant search queries. SEO strategy allows you to stay aligned with consumer needs. A detailed action plan enables you to choose relevant topics, utilize necessary keywords, and publish articles on a timely basis.
Public Relations Strategy
Your PR team should be prepared to draft press releases, act as spokespersons at various events, organize press conferences, seek collaboration opportunities with other businesses in the same industry, and submit materials to the media.
Marketing Communications Strategy
Ensure that your value proposition resonates with the needs and problems of your target audience. To develop an appropriate strategy, study demographic data, understand customer needs and desires, identify pain points, and utilize suitable media channels.
Now that you are familiar with the main types, let’s delve into how to develop a successful marketing strategy.
How to Develop a Brand Marketing Strategy
By following this formula, you will be on the right path to creating a brand marketing strategy that improves its presence among the target audience and enhances product range.
Step 1: Develop Your Internal Brand
The first step lays a solid foundation for the rest of your brand. Even those who believe in the idea of a strategy often overlook or skip this section. It includes:
- Brand purpose
- Core values
Step 2: Define the Target Audience
For your business to survive and thrive, it must have something valuable that appeals to a specific group of people. This group of people is your brand’s target audience. The clearer an internet marketer identifies them, the better you can understand these individuals and ultimately establish a connection with them.
Step 3: Create a Competitive Landscape Map
Understanding the obstacles to success is a crucial task of any strategy. One of the most obvious obstacles for any brand is the presence of other brands in the market competing for the same audience. For example, if you’re launching a new product in the sports apparel industry, market research will quickly reveal that your main competitor is a successful brand like Nike. Your brand needs to stand out from these competitors as the brand of choice.
Step 4: Determine the Positioning Strategy
When an internet marketer knows their audience, their desires, and knows their competitors and what they offer, they have a clear map of the market landscape. This map becomes a tool you can use to identify gaps and opportunities your brand can leverage.
Step 5: Craft Your Brand Personality
Once you’ve identified the position you want to occupy in the market, you need to develop a strategy to convince the audience that you provide greater value or a more convenient solution than your competitors. How you define your differentiation will be a crucial aspect of your communication. However, “how” you communicate will play a vital role in whether the message is well-received or not.
Step 6: Define Your Brand Voice
Like your brand’s uniqueness, your voice is also unique to you. Similar to your personality, your brand’s voice sends signals that embody the characteristics you exhibit. When we hear a voice that exhibits qualities we are attracted to, we are more likely to listen to what they have to say.
By following these steps, you can develop a comprehensive marketing strategy for your brand.
5 Examples of Brand Marketing Strategies for Brand Promotion
Wondering what strategies major brands have used to become truly great and maximize their visibility? Read on!
As a luxury fashion brand, Balenciaga faced challenges in targeting a broader audience. However, they achieved unique success through a brilliant marketing strategy using memes. This “meme baiting” strategy involved creating quirky, interestingly designed products at exorbitant prices. These products may seem absurd, but they attracted a large audience willing to pay significant amounts to participate in the trend.
Balenciaga leveraged the power of social media sharing. The more people saw their humorous products, the more popular the campaign and its products became. Quickly, many individuals were willing to spend thousands of dollars on these items. Through humor in their campaign, Balenciaga bridged the gap between their audience and the high prices of their products.
Balenciaga proves that good marketing can help you sell anything. However, deep understanding of your audience and brand is necessary. Knowing how information can circulate within your audience is incredibly important for success. Utilize the advantages of social media channels to help your content spread among the people who need to see it.
As one of the world’s most popular live streaming platforms, Twitch has built an empire of active users. The platform heavily taps into the fear of missing out (FOMO), a pain point that live streaming can address. This approach is effective because Twitch creators build strong relationships with their audience.
The language Twitch uses to advertise its platform is synonymous with event marketing. Phrases like “don’t miss out” are common. This applies not only to gaming but also to a wide range of niches that users engage with on Twitch. Health and fitness, fashion, cooking, and more — these are topics that Twitch users engage with daily.
Fear of missing out is a pain point for internet audiences. Every business’s audience has such pain points. Your task is to identify these pain points and come up with ways to address them. Put yourself in your audience’s shoes by considering their needs, desires, and anxieties. By addressing their FOMO, you can create an effective marketing strategy.
Over the years, BuzzFeed has become globally recognized for its content. Their marketing strategy narrows down the audience based on interests, especially in email campaigns. In fact, they give users the option to choose what they want to receive in their inbox.
BuzzFeed offers various newsletters that users can subscribe to, such as cooking recipes, style tips, news updates, and educational courses. This allows them to achieve the following:
- Users receive content that they want and find interesting.
- The content is highly targeted, enabling more effective advertising campaigns.
It’s no secret that providing content that aligns with your audience’s interests can be challenging. In-depth immersion and understanding of their interests take time. This is achievable and beneficial for a more niche audience. However, for a company the size of BuzzFeed, trying to provide content for a vast audience with diverse interests is much more challenging. They creatively solved this problem by offering users multiple content categories to choose from.
By selecting such newsletters, BuzzFeed can learn more about its audience. Look for opportunities to leverage the advantages of different niches within your audience.
The international retail company Zara may surprise you by spending almost nothing on advertising. Instead, they focus on market segmentation. The company uses a tool called the Boston Consulting Group (BCG) matrix.
The BCG matrix is a way to understand a company’s position and the impact it has on its audience. Each quadrant of the BCG matrix corresponds to a category of products sold by Zara. They include two dimensions: market growth rate and relative market share. The most valuable quadrant is the “stars,” which have a high relative market share and high market growth rates.
Zara understands which products fit into each category and how their products influence buyers using data. Instead of directly advertising to their audience, they place products where they are needed, in stores where they are sold in person. That’s why they have been so successful — customers come to them for the products.
Zara’s success relies on understanding their audience and ways to engage with them. Apply qualitative and quantitative methods in your marketing strategies to achieve comparable results. Understand what your product means to each segment of your audience.
Also, remember the positioning of your product and your audience. You need to know where they are geographically and how you can best reach the most valuable parts of your audience.
As one of the largest online marketplaces for short-term rental accommodations, Airbnb has a significant presence in the market. One of the key marketing elements contributing to its success is the use of social media advertising.
The company does a fantastic job of generating sales and increasing loyalty through appealing advertisements showcasing destinations and places to stay. They specifically target travelers and potential new hosts. In these ads and sponsored posts, Airbnb often incorporates user-generated content.
Airbnb also utilizes retargeting to reconnect with users on social media. If users have visited the website but haven’t made a booking yet, the company can retarget them with relevant content to encourage their first booking.
Airbnb thrives by understanding the preferences of its audience. The company also knows how to leverage the communication channels preferred by its audience, helping them find exactly what they need. The platform has the unique advantage of user-generated content that can be used in advertising, saving them money. Understanding how to utilize the resources at your disposal is crucial for success.
To learn how to incorporate AIDA (Attention, Interest, Desire, Action) you can explore our articles.
We have explored inspiring strategies developed by well-known brands and have also learned how to create a similar strategy for our own business.
How to analyze a marketing strategy?
Analyzing a marketing strategy can be done by engaging relevant analytical specialists when the budget allows. With a limited budget, online tools can be utilized. Overall, the results of implementing the strategy should align with the stated objectives.
What is a brand communication strategy?
A brand communication strategy is a system of techniques and actions that help a brand establish productive two-way communication, enabling it to convey the desired messages to the audience and promptly respond to feedback.
Why is brand positioning strategy important?
A brand positioning strategy is important for effectively communicating the core message of the brand to the desired audience, namely the customers or clients that the company targets.
What is unique about a personal brand promotion strategy?
A personal brand promotion strategy differs from promoting an entire company in that the target audience is not purchasing a specific product but rather increasing their level of trust in a specific individual.
What is included in a brand promotion strategy?
A brand promotion strategy encompasses a range of actions. The basic set includes social media marketing (SMM), search engine optimization (SEO), email strategy, public relations (PR), and marketing. Additional components are added based on the characteristics of the brand being promoted, the promotion goals, and the characteristics of the audience.