Brands are Using a “Window of Loyalty” to Turn Young Consumers into Lifelong FansBy Jason Mudd
August 1, 2022
Axia’s 60-Second Impact
60 Seconds of Information Impacting You and Your Fast-Forward Economy
August 2022 – Increasing Evangelists with the Next Generation
Corporate communications foster the next generation with relevant and impactful messaging. Let’s look at trends from household brands like KFC and Amazon that make those memorable brand moments the audience truly never forgets.
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- KFC Chicken Nuggets Give Axia Masterclass in Pre-Teen Brand Building
- Amazon Uses Humor For Its Largest-Ever Campaign
- 60-Second Close: Building a Brand Takes Early Strategy
1. KFC Chicken Nuggets Give Axia Masterclass in Pre-Teen Brand Building
- For almost a hundred years, KFC (owned by Yum! brands) has never produced an actual chicken nugget. Now they are. The fried chicken behemoth says they are specifically targeting Gen Z with these new “nugs.”
- Citing the concept of the “window of loyalty” where kids ages 9-12 become loyal fans of a particular sports team or product, this concept opens up the potential for a lifetime of value. By targeting Gen Z, KFC gets a loyal chicken nugget fan today and, more than likely, a fried chicken fan for life — providing higher lifetime customer value and lower acquisition costs for the individual.
- So, how do you build a brand that reaches fans by a certain age? At Axia Public Relations, we’ve found utilizing data tools gives us the strategic insight we need to create memorable brand moments that reach the audience wherever they are.
2. Amazon Uses Humor For Its Largest-Ever Campaign
- Amazon Business is running a massive campaign that centers around humor to strategically communicate the value that Prime Business provides.
- The campaign is fully integrated and broadscale with a 30-second national TV advertising spot, radio, digital, social, and more. Amazon is swinging for the fences to be a seamless one-stop shop for business supplies.
- According to Oracle research, 91% of consumers prefer brands to be funny. Funny is smart, entertaining, and memorable. The takeaway for your corporate comms strategy? Be funnier.
3. 60-Second Close: Today’s Consumers Demand Creativity to Convert Users into Evangelists
- Communicating strategically produces better results and a better return for the marketing dollars spent. And it takes data to provide how, when, and where to use your strategy most effectively.
- One strategy to create enduring brand moments is to reach your audience early in the consumer lifecycle and impart humor in your corporate communications. Humor is relevant, engaging, and noteworthy to consumers in a sea of noise.
At Axia, we’re data-driven PR experts harnessing creativity to develop proven strategies that convert users into evangelists. Need help getting started? Just ask me how we can help you get your message off the ground and start creating those remarkable brand moments that stand the test of time.
Clients love Jason’s passion, candor, and commitment as well as the team he has formed at Axia Public Relations. He's advised some of America’s most admired brands, including American Airlines, Dave & Buster’s, Hilton, HP, Pizza Hut, and Verizon. He is an Emmy Award-winning, accredited public relations practitioner, speaker, author, and entrepreneur and earned his certification in inbound marketing. He founded the PR firm in July 2002. Learn more about Jason.
Photo by Erik Mclean from Pexels
Topics: 60-Second Impact
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