Along with slap bracelets, Beanie Babies, and the oh-so-fun Furby, the 1990’s also saw a huge shift in the way companies marketed their products to reach more customers than ever before. As the dawn of the internet age, this decade experienced huge changes in how businesses interacted with customers and how they responded to consumer feedback. Looking back nearly 20 years, there are lessons today’s marketing professionals can learn from the trailblazers of the 1990’s that went before them.
Two-way Communication is Key – During this decade companies began to see the importance of not only communicating their message with the target audience but also listening to what they had to say about the product and brand. This dialogue changed the way businesses developed products using customer opinions as a driving force. Responding to your audience’s feedback is critical to staying relevant.
Brand Ambassadors are Important – The 1990’s saw a switch from the brand manager to the brand ambassador. Whether it was a hot celebrity such as Bill Cosby touting Jell-O or a memorable promotional model such as Kate Moss partnering with Calvin Klein, tying a face to a brand’s name built a familiarization with the consumer and proved to be a successful marketing tactic. Brand ambassadors often serve as a bridge between the customer and the company proving to be an important aspect of any marketing campaign.
Going Viral Works – While nearly anything can go viral in today’s digital world, the concept was first explored in the 1990’s. One of the pioneers of a successful viral marketing campaign was Hotmail. Using the tag “Get your free e-mail at Hotmail” at the bottom of every e-mail sent, they were able to exponentially grow their customer base by signing up nearly 12 million users in a short 18 months. A consistent message that is easily shared with others has continued to be one of the best techniques for building brand awareness.
One of the best ways for any business to build their brand is by partnering with an experienced, professional marketing firm such as GMS. Creating programs that get results, Grand Marketing Solutions focuses on each client’s unique needs to design a program tailored specifically for them. Helping our client’s business grow, we utilize multiple marketing channels to achieve sustainable and measurable results.