Consumers want to do more than just buy your products. Collaborative Marketing lets you market with your consumers, not at them – driving insights, trial, awareness and sales.
We manage online communities of over 5.5m registered members across Europe and spark meaningful conversations between brands and their customers. Together we can transform your consumers into active co-marketers who will generate awareness via Word of Mouth/Online Buzz, stimulate Social Content, or help develop new products through Co-Creation.
Know your brand: Destination Brands
In our third article in the How Brands Grow series, referencing Byron Sharpe’s infamous books, we explore the concept of Destination Brands and discuss whether for some brands, loyalty does, in fact, still exist.
‘Your customers are really other people’s customers who occasionally buy from you’. So said Professor Andrew Ehrenberg, author of ‘Repeat Buying’, statistician and marketing expert. Continuing our exploration of Byron Sharp’s ‘How Brands Grow’; this week we delve into Repertoire brands, those brands whose customers are ‘loyal’ to both them and a handful of their competitors.
Do consumers fall in love with brands or is brand loyalty really dead? In his book, ‘How brands grow’, Byron Sharp lifts the lid on how consumers really shop, suggesting that brands invariably end up in one of three categories: Repertoire, Destination or Long-Term. Over the next few weeks we’ll delve into the three definitions and discuss the opportunities that they present for brands. Here, we explore the role that memory plays.
In our latest project with
IAMS, 2,000 lucky cat owners from the trnd community were given the chance to experience superior nutrition that tastes great with IAMS ProActive Health.
Our team of consumers will unlock the power of word of mouth marketing for IAMS by telling their friends and family about the many health benefits this nutrition can bring to their cats as well as provide our friends at IAMS unrivalled unique consumer insights.
Yves Rocher sought to generate awareness for their new anti-aging line Yves Rocher Elixir 7.9 and to inspire more customers to visit their stores. To achieve these goals, we at trnd educated a selected team of 1,500 consumers to become Yves Rocher co-marketers. This resulted in a sales uplift of 19% for Yves Rocher Elixir 7.9 as well as a sales uplift of 6% for the whole Yves Rocher portfolio over the two month campaign runtime.
Tchibo wanted to inspire more customers to visit selected Tchibo stores. To achieve this objective we at trnd identified a team of 1,500 consumers, educated them to become Tchibo co-marketers and paired them with their local Tchibo stores. During the two month campaign, 32,541 additional store visitors were generated and sales in the selected stores increased by 6%.
Multinational ecommerce company Zalando wanted to promote their online shop and acquire new customers in the Italian market. By activating the power of 5,000 real consumers and enabling them to become co-marketers for the brand, we helped them to achieve these objectives - as a result of the six week campaign Zalando gained 10,212 new customers.