When it comes to establishing a strong brand personality, Nando’s has mastered the art both online and offline. While their cheeky and fun social media presence is well-known, they have also found a way to infuse their brand personality into the most unexpected of places: their napkins. These seemingly ordinary pieces of tableware serve as a powerful marketing tool, showcasing Nando’s ability to listen to their customers, stay on-trend, and create engaging offline experiences.
Let’s explore the marketing strategy behind Nando’s napkins and the valuable lessons we can learn from their success.
Listening to Customers and Staying on Trends:
While most restaurants provide plain white napkins, Nando’s takes a more creative and tongue-in-cheek approach. By offering napkins that align with their brand personality, they have tapped into the desires of their customers. This strategy shows that Nando’s truly listens to their audience and understands what resonates with them. By staying on-trend and incorporating their brand voice into every customer touchpoint, including napkins, they create a consistent and immersive experience that goes beyond just the food.
Brand Personality + Low-Cost Marketing Activation = Successful Strategy:
Nando’s napkins may seem like a small detail, but their impact is significant. By infusing their brand personality into an everyday item, they transform a simple napkin into a conversation starter.
The brilliance of this strategy lies in its cost-effectiveness. Nando’s achieves widespread brand exposure and engagement through a low-cost marketing activation, relying on the power of word-of-mouth and user-generated content.
The Power of Social Media Sharing:
Nando’s napkins have become social media stars in their own right. Customers can’t resist snapping photos of the clever messages and sharing them on platforms like Instagram, Twitter, and LinkedIn.
This user-generated content amplifies Nando’s reach, with each photo becoming a mini advertisement for the brand. By encouraging customers to interact with their napkins and share the experience online, Nando’s harnesses the power of social proof and word-of-mouth marketing.
Takeaway Lessons from Nando’s:
- Infuse Fun and Personality: Nando’s shows us the importance of injecting fun and personality into every aspect of our brand. Whether it’s copy, visuals, or even napkins, maintaining a consistent tone of voice can create memorable customer experiences.
- Leverage Low-Cost Activations: Look for creative and low-cost marketing activations that resonate with your target audience. Simple and unexpected touchpoints can have a significant impact on brand perception and customer engagement.
- Encourage User-Generated Content: Foster a sense of excitement and encourage customers to share their experiences on social media. User-generated content serves as authentic and influential advertising, extending the reach of your brand far beyond your immediate audience.
Nando’s napkin marketing strategy proves that even the smallest touchpoints can make a big impact. By listening to their customers, staying on-trend, and infusing their brand personality into every aspect of their customer experience, Nando’s has created a memorable and shareable offline marketing campaign.
As marketers, we can learn from their approach and strive to bring fun, consistency, and customer engagement into every touchpoint of our own brand. So, why settle for regular napkins when you can embrace the genius of Nando’s marketing strategy?
