Amazon secured a PR coup on Cyber Monday, traditionally the biggest online shopping day in the run up to Christmas, with their announcement of the possibility of using drones to deliver parcels. According to Amazon the drones, complete with comic book villain name, Octocopters, could deliver packages weighing up to 2.3kg to customers within 30 minutes of them placing the order.
The fact is that the military is yet to licence the helicopter drones for non military use appears not to have slowed down the press coverage.
Counter to recent negative press in the Guardian and the BBC’s Panorama program this story supports exactly the brand identity that a company such as Amazon should want to project. It shows they are forward thinking, innovative, investing in meeting customer demand and powerful. There aren’t many companies that can boast about being so in demand they need to call in the military.
There will be a long wait to see whether this actually happens, in the meantime the topic was trending on twitter and being talked about across major news outlets, ensuring Amazon are front and centre in the countdown to Christmas.
Companies can learn some lessons from this example. Firstly, seasonal marketing is an effective way of capitalising on events that are already at the forefront of people’s minds. It could be industry award season or public holidays that you use to raise your profile. Secondly successful brands continuously communicate to their customer brands that they are responding to customer needs and reacting to them. This could be as simple as responding to customer comments on twitter, or on a larger scale launching a service based on customer feedback.
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