In the same way that subscription boxes customize consumer experiences, celebrity marketing must similarly evolve to meet more needs.
Stereotypes of celebrity marketing took some time to change since the advent of social media. The days of the traditional celebrity holding up a product for a camera seem to be long over, as consumers demand new types of interactions with marketing content.
As Jazmin Garcia de Leon of Brandingmag describes it, consumers “are more creative, ambitious, and informed than ever. They are skeptical and savvy about branding and marketing, and they own technology that even enables them to be the producers, promoters, marketers, and event merchants of their own media and product.”
Subscription box brands are a great example of this new consumer mentality. They serve both as a service and a marketing tool, as the possibilities for any combination of licensed products is endless.
Since this form of service receives such glowing praise from consumers and marketers alike, naturally it is important to adopt their best practices. Here are three things that celebrity marketers can learn from subscription box brands.
1. Customization is Key
Consumers want what they want, this is nothing new, but the new breed of consumers require the chance to cater a product they love to their individual needs. The trick for a marketer is maintaining the balance of customizability and relevance to the marketplace as a whole.
Box brands like Birchbox are known for their underlying service for providing five make-up products monthly at affordable prices. Yet they also give subscribers the chance to tailor their box around a specific need for the month, centered around different categories.
This level of customization is not brand breaking or even market restricting, but it is a cost-effective way of using the product to sell the service.
2. Keep Things Exciting but Never Predictable
Often it is difficult to keep entire audiences enthusiastic about the message you are communicating. After all, there are only so many ways to promote a product with a celebrity, right? Not so fast. Subscription boxes create hype around their products by blending the product with what Lucy Whitehouse of Cosmetics Design-Europe calls the “OMG I Got a Present” Theory.
Establishing your brand as one to surprise their consumers by connecting directly is a great way to to do this. Say for example a consumer orders your product online, why not have your celebrity influencer deliver it to them personally or have them add in their personal touch to the order?
3. Focus on Building Communities
Box brands are best known for their ability to create fandoms or communities around their products. Several of them boast high engagement from consumers who look forward to the monthly surprise and share their hauls with the world.
Monthly boxes also have the chance to accomplish CSR goals as well. A pair of women in Naperville, Illinois created their own subscription boxes stuffed with inspiration items for girls to build self-worth in the surrounding community, instantly sparking a media sensation.
The sooner marketers can utilize influencers to enact these lessons, the better for their product in the long run.
The culmination of personalized marketing is the formation of a community following and subscription boxes teach marketers that goals never have to be pursued on-by-one, but can be combined into one product that the right celebrity influencer can deliver for consumers.
photo credit: pixabay via (pexels)