I love a well thought out strategy. Give me a unique way a company or brand can get into – and stay in – the homes of their customers so that they become top of mind. Then add a consistent, valuable, and ongoing customer engagement plan so they stay top of mind… and my knees are weak.
IKEA needed a way to keep people from discarding their catalogue as soon as they’ve flipped through it. They wanted people to hold on to the book in order to keep their brand top of mind. But how?
The following video explains the solution. It’s fresh and spoke directly to the target’s financial sensibilities.
IKEA heavily promoted the fact that they would pay customers “rent” for the space that the catalogue takes up in their homes. In order to do this, the customer would have to sign up (data exchange), and IKEA would send them valuable, purchase-motivating coupons every month (ongoing engagement). The “rent” coupons were redeemable in-store, which drove sales. Tons of sales.