Four Eggcellent Marketing Tactics That Any Small Business Can Try

Whatever your connection to the 1980s – whether you were born in the 80s, grew up in the 80’s, or lived during the 80’s – and in fact, even if you never set foot in the iconic decade, most people can relate to nostalgic power of the era that brought us Blondie, the Rubik’s Cube and Top Gun.

More than a potent emotion, nostalgia is a compelling force that shapes our perceptions, triggers emotions, and forges enduring connections – which is what makes it a powerful marketing tool, proven time and again to work – and one that any business, no matter its size, can harness.

Journey back to the heyday of the 1980s, and like me, you might fondly recall the iconic Cadbury Creme Egg advertising campaign that posed a simple yet profound question: 'How Do You Eat Yours?' This year, the global confectioner is reviving this tagline, connecting with consumers via a trip down memory lane and proving the powerful testament to the enduring impact of nostalgia when it comes to marketing.

Why It Works: Unwrapping the Success

Cadbury's classic 'How Do You Eat Yours?'strapline is a well-crafted message with an ability to resonate with consumers on multiple levels. Not only does the brand create enduring connections with those who remember the line the first-time round, the strapline also celebrates individuality, connecting with consumers’ little quirks in the way they choose to indulge in their favourite treats.

Even more brilliantly the campaign is built on sharing and celebrating the endless ways in which you can enjoy your Cadbury’s Creme Eggs – spread on toast, battered and deep fried, or alone in the bath. This means that what was once a simple seasonal treat to be enjoyed over the Easter weekend, elevates to multi-occasion indulgence, responding to human needs.

So, how can a small business take inspiration from Cadbury’s Creme Egg campaign revival? We have four eggcelent ideas…

1.       Take a Journey Back in Time: Small businesses can emulate this strategy by revisiting their own past successes. Dust off old campaigns, revitalize classic slogans, or infuse retro elements into your branding. By doing so, you not only evoke warm feelings but also create a sense of familiarity that can deepen the connection between your brand and consumers.

Remember, nostalgia serves as a powerful storytelling tool. Share anecdotes about the inception of your business or highlight pivotal moments in your journey. By weaving a narrative that connects the past to the present, you engage consumers emotionally, fostering a stronger bond and generating positive brand associations.

2.       Understand Consumer Habits and Embrace Diversity: At the heart of Cadbury's campaign is the celebration of diversity in consumer preferences. By acknowledging and honoring various ways of enjoying a Creme Egg, the brand showcases a deep understanding of its audience. Small service-led businesses can adopt a similar approach by prioritizing consumer-centric strategies.

Initiate surveys, social media polls, or engage in direct conversations with your audience to gain insights into their habits, preferences, and quirks. Understanding your customers on a personal level allows you to tailor your services to meet their individual needs.

This personalised approach not only enhances customer satisfaction but also fosters a sense of connection and loyalty. By demonstrating that you appreciate and respect the uniqueness of each customer, you create an environment where consumers feel truly understood.

3.       Create Multiple Touch-points Beyond ‘One Time’ Engagement: Cadbury's How Do You Eat Yours? strapline is a smart move extending the enjoyment of Creme Eggs beyond the traditional Easter season. Small businesses can replicate this strategy by transforming one-time transactions into ongoing engagements. For service-based businesses, this could involve offering additional value through exclusive content, memberships, or personalised experiences.

Consider implementing loyalty programs that reward repeat customers or launching subscription services that provide regular, curated content or services. By creating multiple touch-points, you ensure that your brand remains in the forefront of consumers' minds, leading to sustained engagement and long-term customer relationships.

Furthermore, expanding the occasions and moments for customers to interact with your brand transforms it from a seasonal or occasional choice to a regular part of their lives. This shift in perception can turn your service into a go-to, everyday indulgence, fostering loyalty and building a dedicated customer base.

4.       Encourage User-Generated Content and Build a community: Cadbury's campaign incorporates an online quiz that allows consumers to discover what their chosen method of eating a Creme Egg says about them. Small businesses can employ a similar strategy by creating interactive quizzes related to their services or products. These quizzes not only provide entertainment but also offer valuable insights into consumer preferences.

Cadbury's campaign thrives on user-generated content (UGC), particularly on platforms like TikTok, where individuals enthusiastically share their creative ways of enjoying Creme Eggs. Small businesses can harness the power of UGC by actively encouraging customers to share their experiences and stories related to their brand.

The authenticity of UGC builds trust and credibility, as potential customers see real people enjoying and endorsing your offerings. By fostering a sense of community around your brand, you not only gain valuable content but also create a supportive environment that encourages brand advocacy.

Cadbury's revived 'How Do You Eat Yours?' campaign proves to small businesses that you needn’t be a global business, nor have been around since the 80’s to understand and implement the powerful principles of nostalgia or celebrating individuality.

Leveraging these powerful marketing tactics, with smart targeting, multiple touch-points, and user-generated content, businesses of any size can forge genuine connections, stand out in a crowded market, and leave a lasting imprint in the minds of their audience.

Just as everyone has their unique way of enjoying a Creme Egg, small businesses can discover their distinctive recipe for success by adopting and adapting these proven strategies.

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