Personalized Gated Offers Making Smile Direct Club Build Brand and Acquire Customers Smoothly

Personalized Gated Offers Making Smile Direct Club Build Brand and Acquire Customers Smoothly

6/2/2021 5:10:34 AM   |   Comments: 0   |   Views: 2745
The highly generalized marketplace dominated by the universal discount model is slowly but effectively moving towards a personalized and exclusively customized marketing model. Thanks to the fast-evolving digital assets, neo-age marketing is all about looking beyond the traditional business model and adopting a targeted marketing strategy. One such digital disruptor is Smile Direct Club, a company focused on designing segment-specific promotions and making them truly exclusive through an effective gated approach. In a crowded marketplace where customers’ attention span is in constant decline, making customer acquisition simple and easy with friction-free retention is an ever-increasing challenge. The target marketing strategy of Smile Direct Club with gated offers is like a fresh breath to help businesses build an efficient system of consistent growth.    

Death of Mass Discounts

There is no denying the fact that discounts and incentivized promotions work. But, in a highly crowded marketplace, when everyone else is doing the same, the mass discounts strategy doesn't yield the desired results. It is now almost impossible to woo customers with a generalist approach as everyone is looking for a personal touch. In response to the “lower conversion rates,” the majority of marketing professionals link it to customer fatigue, discount conditioning, missing differentiators, and most importantly, the failure to target the segment specifically. In times when companies are too stressed to boost marketing spending, the gated offer model of Smile Direct Club is coming out as a boon, with the potential to solve the conversion rate conundrum.  


What Makes Gated Offers Effective Strategy

Smile Direct Club is revolutionizing the teeth-straightening orthodontic space, not just through mail-order invisible aligners but with smart personalization. With over half a million happy clients, the brand is successfully adopting gated offers to tap the vast potential. To make the brand more engaging and impactful, the company launched a gated offer giving $150 off aligner purchase and a free 3D impression kit to military personnel and family members. The targeted marketing is working effectively for the invisible aligner brand, but what are the characteristics that make it effective?

Leveraging Social Media

A brand achieves glory only when it manages to build a close relationship with its customers. In the case of Smile Direct Club, it is all about making smiles better through invisible aligners, so they are making it contextually relevant through incentivized social engagement. The brand encourages sharing smiling selfies so that followers could get some discounts and customer $100 Amazon gift cards. It triggers a word-of-mouth chain reaction. They also reward their customers who leave a positive Smile Direct Club review and publish it on their social media.

Smile Direct Club might have a niche product with very important deliverables i.e. straight smile, but the gated offer model is working equally well for several other players. It is all about identifying target-group-specific deliverables and designing attractive offers to make them feel rewarded.


Positive Identity Matters 

Identity-centric customization of offers like nurses, teachers, or military helps in building personal repo with the specific group, thus building deep level engagement. The group-specific gated offers make people feel rewarded, and the effect reflects on enhanced customer acquisition and loyalty.  


Personalization 

Everyone is unique, so Smile Direct Club focuses on improving smiles through customized delivery. The targeted promotion triggers need specific urgency to straighten teeth, thus minimizing the decision-making span. It is not just about making consumers aware of the brand benefits but convincing them to make a purchase decision sooner. Zappos and Purple are also using the gated offer approach successfully to acquire customers at less cost.


Approval Boost

A happy customer can do wonders in terms of making the brand trustworthy. To make it more potent the brand is incentivizing approval-spread through gated offer opt-in to redeem it. It is all about making one feel more informed and rewarded and nothing works better than peer approval.

Category: Marketing
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