Lead Generation, the Olympics, & Dr. Dre
Yesterday, I was doing my regular run-through of the news, especially focused on the Olympics coverage. I saw a headline that informed me that Dr. Dre had distributed numerous national versions of his popular Beats headphones to the hotels where Olympians were staying. Among the most used were from the British team. Apparently, this was a violation of the IOC because Beats by Dre brand headphones are not a sponsor of the London games, and thus, should not have been given to the athletes.
While certainly a violation of policy, there are many good lessons that Dr. Dre's guerrilla marketing teaches that can easily be applied to lead generation. If done within the proper context of a campaign, these tactics can also help to improve your lead generation efforts.
1. Know your Audience
Some of the biggest users from Dr. Dre's campaign came from the British swimmers. Why? If you watch any of the swimming events, it's common knowledge that a wide majority of the swimmers rock out to their favorite tunes before their next event. Even if no one else used the headphones (though numerous did), it was very probable that his product would find some support from at least the swimmers.
When beginning your lead generation campaign, it's important to know your audience inside-out. What do they like, what will cause them to take action? If you can properly leverage this tactic, you'll impress your audience with your attentive detail.
2. Get Personal
Another thing that Dr. Dre supposedly did in his guerrilla marketing was to specifically brand each headset according to that athlete's nation. How cool would that be if your headphones matched your country-designated uniforms or warm-ups? While other headphone brands certainly feature a variety of colors, he didn't leave a choice, but gave each team headphones that would match each of their teammates' headphones, and their country's beloved colors.
When you begin drafting up your offers to potential customers, think about what will most resonate with them. If they're a brand new mother, will they be more likely to respond well to a new-mom newsletter, or coupons off a purchase of baby food? You can discover this by running thorough tests on your website and making note of the results.
3. Build a Reputation
One reason that Dr. Dre's campaign found some great success? His brand is ever increasing in popularity. If people have heard of your brand, the chances of them purchasing from you are increased, just because they recognize the name.
Help your lead generation campaign by making links to your customer testimonials easily accessible, and encourage each and every customer to write a review, giving them an incentive for doing so. Maybe their next purchase can be a certain % off. They'll feel rewarded and more likely to purchase from you in the future. On your Thank You pages for your products or interest forms, include links for consumers to share what they're purchasing or are interested in. While not everyone will choose to share, some customers will, and they'll be advertising your product to their friends, colleagues, and family.
4. Go Public
What better platform for Dr. Dre to spread brand awareness than the Olympics? While it may not be fit for your brand to advertise on such an international scale, it's important to get your brand plenty of exposure to generate new interest.
Think about where you'd want to find more customers and how much you're willing to pay. There are a variety of options. You may choose to think about press releases, donating to a non-profit, or sponsoring a community event to gain exposure in to a different set of people. Once you know your ideal audience(s), go to where they are and find ways to get your brand involved.
Dr. Dre took a chance and now he's gained even more exposure to his already popular brand. While you may be a bit timid to enter such an international stage as the Olympic Games, think about how you can translate these tactics to your local stage. You don't even need extensive training to get started!
So what will be YOUR brand's Olympic moment?