If you have a teenage daughter or follow Liam Hemsworth’s life, then you probably recognize the title of this blog, which was inspired by “The Climb,” one of the many Miley Cyrus hit songs. I’m going to let you in on a little secret: Miley Cyrus is a marketing genius. But you don’t have to take my word for it – Business Insider, Huffington Post, and Entrepreneur Magazine all know that Miley Cyrus has some serious marketing chops.
Below are five lessons any marketer can take from Miley and apply to their own brand.
78% of millennials prefer experiences over things
"There's always gonna be another mountain,
I'm always gonna wanna make it move,
Always gonna be an uphill battle,
Sometimes I'm gonna have to lose."
I love a compelling story. So much so, I majored in English as an undergraduate…and I’m also a member of two book clubs.
When I went back to school for my master’s in business, I realized that these professors cared about stories just as much as my English professors did – they just called it by another name: the customer journey. Traditionally, marketing experts depicted the customer journey in a linear framework, from awareness to advocacy.
In the early 2000s, McKinsey & Co. revolutionized the notion of customer journeys, unveiling a new non-linear shape. Customers, they said, inhabit a journey “loop,” with four discrete stages: […]
With a focus on achieving “Peak Performance,” the two-day, interactive conference was largely driven by Paytronix users who shared the design, execution, and results of their high-impact marketing programs. Here are the highlights:
Emily Mallory of Forward Corporation described the ridiculous results her employee incentive program achieved for the convenience store brand’s loyalty launch. A fifth-generation owner of Forward Corporation, Emily shared how her team sparked engagement among store clerks to drive program enrollment. Contests and incentives gave the cashiers the motivation and focus needed to hit high enrollment numbers – contributing to the program’s impact on the convenience-restaurant-hotel chain.
Keith Conseco of Captain D’s explained how the seafood restaurant revitalized its brand, using loyalty data to connect with customers. The director of marketing strategy and insights at Captain D’s, Keith shared the brand’s evolution story and how it’s navigated the rollout of its loyalty program during his presentation. “Many of the issues at Captain D’s are very similar at my company so it was relatable and helpful!” shared one attendee during the event. […]
Recently we spoke with Anne Schultheis, Digital Marketing Manager for Kahala Brands, who submitted an award-winning Pinkberry campaign that was recognized in May by Paytronix with a 2017 Loyaltees Award. The Best Early Adopter award celebrates brands that leverage a new Paytronix feature to benefit their business in 2016. Leveraging Paytronix’s new Target and Control feature, Pinkberry could measure both the ROI and the overall performance of the double-points promotion for a new product trial—Pinkbee’s™ low-fat milk ice cream.
Anne shared some additional insight on how Kahala Brands has leveraged Paytronix for marketing campaigns, and how the loyalty platform is making an impact upon Pinkberry guest engagement. By using the new Paytronix Target and Control feature, the Pinkberry marketing team was able to measure the effectiveness of two different email headlines, then dive even deeper to determine which headline actually motivated loyalty members to visit its stores.
Paytronix: When did you first start working with Paytronix?
Anne: Pinkberry has been working with Paytronix since 2012. When Kahala Brands acquired Pinkberry in 2015, we were excited to start using more features that Paytronix offers, such as target & control, surveys, segmenting, etc.
Paytronix: Have you run any other promotions since the successful July 4 campaign? […]