Brand Differentiation

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Comcast Launches Creative Way to Market to College Students with New Technology

Two female Gen Z Comcast customers smiling because the company's creative way to market to college students included Amazon Music and HBO, too.
Gen Z is a highly coveted audience, and smart brands are doing everything they can to capture their attention. Comcast developed a creative way to market to college students that leverages the best of what they, and other media companies, have to offer. This new approach maintains Comcast's profit margins and it’s working like gangbusters. ...
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Online Student Identity Verification Helps Huel Reach New Markets

Three Gen Zers drinking Huel purchased with a student discount using online student identify verification.
Smart marketers have their eyes on college students. And who wouldn’t? Gen Z is the largest generation to date and will account for 40% of all US consumers by 2020. They’re forming their brand preferences and know exactly what they want: data privacy, personalized experiences, and social responsibility. UK-based Huel, maker of the meal replacement ...
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How Gated Offers Help Levi’s Win Customers through Value and Values

A military woman smiling because she feels honored by Levi's new customer acquisition program providing the military community with exclusive discounts.
Levi’s is making a comeback. Since joining as CEO in 2011, Chip Bergh has restored the iconic brand not just to profitability, but to prominence in American culture. And new customer acquisition programs are driving its success. The company has refocused its positioning for women and renewed efforts to reach a younger audience. And now ...
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Spotify’s New Project with the Obamas Creates Product Differentiation

Young woman with pink hair streams her music with Spotify's gated, exclusive offer for students.
Spotify is the trendsetter of personalized, exclusive content, and its user-first approach creates successful product differentiation. As a result, Spotify reported 100M Premium subscribers and more than 217M monthly active users this year. What's more, the company’s new deal with the Obamas demonstrates a continued commitment to subscribers. Cornering Exclusive Content The recent exclusive contract ...
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Why Marketing to Nurses is a Smart Customer Acquisition Strategy

A photo of a smiling nurse. Marketing to nurses with exclusive offers is a great way to boost customer acquisition and loyalty.
Many marketers use a buyer’s online activity to personalize their marketing, but it’s no longer enough. Responding to clicks and searches shows you understand someone’s interests, but to create true and lasting connections, you need to engage buyers based on something far more personal -- their identity. This next wave of personalization calls for targeting ...
Read More · 7 min read
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Pandora Targets Streaming Media’s Next Hot Segment: The Military

A smiling soldier listens to Pandora. The streaming media company is acquiring loyal subscribers by marketing to the military with exclusive discounts on their premium plan.
Streaming media companies understand the power of marketing to students. Leading brands like Tidal, YouTube, SoundCloud, and now Pandora are using student discounts to attract younger customers and motivate freemium users to convert to paid subscribers. But students aren’t the only coveted demographic in the subscription economy. Marketing to the military also has great potential. ...
Read More · 6 min read
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Globus and SheerID Offer 5 Tips on Using Targeted Offers for Customer Acquisition

The view of an airport from the tarmac. Travel brands that provide the military with exclusive offers boost customer acquisition.
It’s hard for a brand to stand out when everyone is flooding the same channels with the same kinds of promotions. And the competition is fiercest in the travel industry: 93% of travel marketers said they regularly use universal discounts to promote their offerings.   Jeff Russell, Globus’s Director of Marketing, and Bill Schneider, SheerID’s ...
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Top Brands Celebrate Teachers During National Teacher Appreciation Month

SheerID partners with companies who are offering a special teacher appreciation discount exclusive to educators for the month of May. Portland, OR — MAY 1, 2019 — As part of Teacher Appreciation Week, SheerID is partnering with companies to recognize the six million teachers and administrators across the United States who are dedicating their time, ...
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How Zappos Is Creating Truly Personalized Marketing

An ad that represents Zappos' personalized marketing campaigns and features a military father, wife, and daughter.
Every brand says they put customers first, but Zappos means it. While many companies force customers through a labyrinth of obstacles to reach a customer service representative, Zappos displays its phone number on every web page, avoids the use of phone trees, and answers calls in less than a minute. And now the brand that ...
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How Purple is Marketing to the Military to Drive Customer Acquisition

A soldier in the field at twilight is part of a customer acquisition ad promoting Purple's 10% discount for the military.
Sleep is the new commodity, and it’s booming. According to Digiday, the online mattress category has swelled to 150 players, and the global mattress market is expected to reach $43 billion by 2024. In a space this saturated, the pressure is on for both incumbent brands and new entrants to rise above the noise. For ...
Read More · 6 min read
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How Retailers Can Stand Out in a Noisy Marketplace

A shopping mall filled with people. Retailers greatest customer acquisition challenge is standing out from their competitors.
It’s no secret that digital marketers, especially those in retail, are constantly grappling with how to acquire new customers. They know that programs that lead to success one quarter can fail to deliver results in the next one. But what exactly are the challenges? And is there any hope that retail marketers can meet them? ...
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6 Reasons Universal Travel Discounts Fail (and How to Fix Them)

A vacation photo of a canyon at sunset. Globus used exclusive military discounts on tours like these to differentiate the brand and acquire new customers.
Digital marketers are struggling to win new customers. Compared to a year ago, eight in ten report feeling under greater pressure to meet acquisition and revenue goals. And it’s even worse in the travel industry, where 97% of marketing program owners are feeling the strain. Differentiation is marketers biggest and most exasperating challenge. Forty percent say ...
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