Nespresso’s Agile Marketing takes full advantage of their competitors’ woe
While Costa, Caffè Nero and Starbucks struggle to deal with Watchdog’s investigation that revealed faecal bacteria had been found in their Iced Drinks, Nespresso cleverly took advantage by sending their customers a timely and relevant email – a great example of agile marketing.
The email titled “Your iced coffee deserves the purest glass” was witty without crassly mentioning the exposé or brands involved.
Kudos to the team at Nespresso for having the creativity and flexibility to react to this news – allowing them to promote their iced product range in a way that will surely resonate with their audience.
What is agile marketing?
Agile marketing focuses on 6 key principles:
- Responding to change over following a plan
- Rapid iterations over Big-Bang campaigns
- Testing and data over opinions and conventions
- Many small experiments over a few large bets
- Individuals and interactions over one size fit all
- Collaboration over silos and hierarchy
(principals via agilemarketing.net)
This technique comes from the software industry and is designed to allow teams to react to news, changes in market conditions, competitor announcements and to utilise insight that reveals new opportunities.
McKinsey’s James Heller clearly articulates the method:
“marketers use data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating.“
How do you start using Agile Marketing?
You need to empower your teams to use the technique when they need to. This isn’t a replacement for planning, far from it, planning is still essential for an effective campaign. However, it gives teams the opportunity to stop what they are doing for a second, assesses the situation and makes insightful decisions.