Marketing to consumer communities is a great way to penetrate a new demographic, or reward an influential subset of your existing customers. Unlike traditional targeting tactics, gated offers leverage an invitation approach that is welcomed and sought after by shoppers.
Unlike traditional marketing segments, which are a combination of these demographic attributes, consumer communities are different. Consumer communities often share one of the following dominant demographic characteristics: age, lifestyle, or income.
If your brand is looking to break into a new age group, then a life-stage consumer community is a great approach. Brands like Spotify, WSJ, Converse, and Xfinity all leverage student discounts to capture Gen Z, and then nurture them into full-price customers. Get a Demo
An affiliation-based consumer community is a great way to tap into an audience that tends to share a similar set of values and lifestyle. Brands like Lowe’s, Purple, T-mobile, and Vineyard Vines all leverage military offers to honor this vast consumer community filled with family-oriented people that have made sacrifices for the sake of their country. Get a Demo
An occupation-based consumer community enables you to reward specific workers that are of particular value to your brand. You may choose to use a broad, cause-based message to workers like teachers or healthcare workers who are often overworked and underappreciated. Or you may incentivize specific professionals like cosmetologists or athletic trainers as potential brand influencers. Get a Demo
Acquire more customers by creating strong emotional connections that motivate buyers to purchase. Headspace turned 25,000 teachers into new subscribers.
Build loyalty with more meaningful campaigns that make customers feel special. NFL Sunday Ticket’s campaign to students resulted in a 75% renewal rate.
Protect your margins by ensuring only eligible customers can redeem your offer. CheapCaribbean and CompTIA saw a double-digit drop in discount abuse.
“Our teacher discount is one way we show our commitment to educators, as we serve as the go-to headquarters to help them create one-of-a-kind environments that are creative and inspiring places for students to learn.”
“SheerID provided a 100% guarantee that only students could redeem the offer, which gave us the confidence to make it really appealing to Gen Z without any fear of losing revenue to discount abuse.”
“SheerID is helping us acquire and retain customers with personalized offers that acknowledge people’s unique identities and the contributions they make to our communities.”
“We can leverage the information that we're getting from the customers who have used SheerID to find lookalikes and others who fall into the same grouping.”
Verifying a customer belongs to a consumer community is critical to your identity marketing program’s success. It protects your margins and underscores that your offer is truly exclusive, which increases its appeal. Leading brands around the world use SheerID’s Identity Marketing Platform to verify and win loyal customers.
