One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”
Australian wine brand, Jacob’s Creek, has come up with a quirky way of using social media messaging and analytics to help customers create highly personal Christmas cards for friends and family.
The brand’s new online solution, True Greetings, draws upon Facebook relationships to create holiday ecards. The tool analyses the interactions between two people on Facebook as well as the events attended together, current locations, life milestones and the number of ‘likes’ exchanged, to generate a personalised message which users can place on one of four ecard design templates.
The cards can then be shared on a friend’s Facebook wall, or via email. Jacob’s Creek is also offering the first 2000 Australian users the opportunity to have their messages delivered by traditional post for free.
Jacob’s Creek global marketing director, Derek Oliver, said the True Greetings initiative is about giving consumers a unique opportunity to keep in touch with friends and family over Christmas.
“We recognised that the sending of much-love Christmas greetings to friends and family was proving to be a difficult tradition to stick to,” he said. “With true Greetings, we’re delivering a fun solution designed to show your appreciation… that help you stay true to who you are.”
Last month, Jacob’s Creek also launched a new smartphone app as part of a long-term plan to build relationships with customers through their platform of choice. The Premium Drinks app offers free and discount vouchers by scanning sales receipts, as well as competitions, and loyalty program information.