What is value? If you said “it is about getting something for free,” you’re only partially correct. Yes, many consumers believe that transactional value is all about money or free stuff, but it’s about so much more than that. It’s about making a meaningful change in the customer’s life – which doesn’t necessarily have to involve money or goods. Today’s economy is value-driven, in that both parties (brands and their customers) should be getting value out of the interaction. This article has a look at three examples of value-added marketing, and six value-added marketing pointers for any business:
Examples Of Value-Added Marketing
LEGO, world-famous toy manufacturers, take value-added marketing to a new level of awesome. The toy brand created an online community where customers are able to submit their ideas for new LEGO figurines, accessories, settings, etc. There is a voting system, and winning ideas are actually made to ship internationally and the creator is given a percentage of sales.
NIKE, internationally-renowned sports apparel manufacturers, have integrated technology and real-world elements to offer customers value. The brand runs a training club where customers can attend fitness classes free of charge, and the free NIKE app has a ton of amazing content for customers – both existing and potential – including guided workouts for when they can’t make it to the gym.