Why Brands Must Personalize the PR Experience - Glass House Relations



Why Brands Must Personalize the PR Experience


 Living in a world where artificial intelligence is able to predict our next purchase by analyzing patterns in data, personalization in marketing is becoming more important to consumers. Take Dominos’ for example, whether you have eaten the food there before or not, if you work in the PR / Marketing industry then there is no way you have missed the rebranding campaign that started back around circa 2009. Listening to the feedback from customers, Dominos underwent a huge rebranding process and changed menu items, the name of the company (formerly Dominos Pizza), and started a “rewards” program that is customized to the person purchasing at Dominos. The article below taken from Cision, further exemplifies personalization in the marketing world and how one brand (Dominos) is “winning”.

So you’ve heard about the customer experience, and the user experience but what about the Public Relations experience?

At Forrester’s Customer Marketing conference held last week in New York, speakers ranging from Casey Carey, director of marketing at Google Analytics to Stephen Kennedy, director of loyalty marketing at Dominos discussed how personalization is helping brands succeed.

A Forrester survey found that 68 percent of businesses say that delivering personalized experiences for customer is a priority. Then why is there no love for our journalist friends — what if by personalizing the experience for a specific writer you could increase the conversion rate of your communications efforts?

Here is how it pans out in the marketing world:

Stephen Kennedy from Dominos shared how his organization has made customer loyalty a corporate priority opposed to a marketing program. Some of these include there being seven different ways for people to order pizza, ranging from a website, an app, in-store and over the phone.

“Loyalty isn’t a program – it’s something you earn from your customers,” said Kennedy.

Dominos’ program listens to what people order and when they order it, and then presents offerings that align with both.

The output is an experience where people who love pizza get offers for deals when they are hungry and for the type of pizza they enjoy most. As a result, they buy more pizza and are happier about the experience.

In another example, Starbucks cited that personalized application experiences and email marketing and have increased spend from its loyalty program by 21 percent. At the same time the infamous coffee purveyor has reported a 16% increase in U.S. active loyalty program members from 2015.

Personalization has increased the level of activity among engaged customer groups.


Article and image taken from Cision.