Challenge Marketing

One of the best sales and marketing ideas for today’s audience is the challenger strategy. That is, rather than simply pushing narrative down the throats of the customer, companies can leverage their lists by offering rewards for completed tasks.

A masterful example of this comes from the largest coffee brand, Starbucks. The company regularly runs “Join the Challenge” contests to get consumers into the store, making purchases to collect stars. A star is worth a little less than $0.50 since taxes aren’t included in your spent cash. To get a reward, you need to spend over $63.

If you go to Starbucks every day, then joining a challenge simply adds to the experience and keeps you loyal. If you are an off and on type, then a challenge may draw you into a deeper habit. Modeling this challenger habit is worthwhile in today’s age of consumer choice.

Reading Material: The Power of Habit by Charles Duhigg

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