Agility in marketing is about scanning the environment for meaningful ways to support customers and to newsjack events. Safelite has figured out a charming way to do it.
Loyalty360: Impact of Emotions on Customer Preference, Brand Loyalty at Safelite AutoGlass, 2017-Dec-29, Interview of Renee Cacchillo, Safelite SVP of Customer, Brand and Technology by Jim Tierney
...the marketing team was tasked with finding ways to build meaningful connections with customers. We’re doing that by identifying passion points and appealing to consumers’ emotions–whether it’s humor, love, or empathy....
We’re finding sports to be a real passion point for customers that allow us to see a halo effect. One example is a partnership with MLB.com during Spring Training.
The official Twitter page for MLB (@MLB) is letting fans know that if their windshield falls victim during spring training games or batting practice, mentioning the @Safelite Twitter handle will get a Safelite AutoGlass technician on site ASAP to fix it. The deal also includes co-branded trivia questions for fans on Twitter.
The partnership actually stemmed from a relationship started last February when a fan’s windshield was hit by a spring training home run. After sharing photos and social buzz on Twitter, Safelite AutoGlass stepped up to replace the fan’s windshield at no charge.
So, it seems that partnering with the MLB is a very natural fit for our business to grow our brand awareness and build preference.