I grew up watching WWF (now WWE) wrestling. Every Saturday morning I would rush through my morning breakfast with excitement to see all of my larger-than-life heroes. The sights of Hulk Hogan, “Macho Man” Randy Savage, The Ultimate Warrior, and Ricky “The Dragon” Steamboat enthralled me to a point where I was lost in appearance and personality.
Years later the characters are still there—I’m still a fan, and the audience of young kids appears to be stronger than ever. But how did the WWE keep me interested for the last 20 years? I take this thought and apply it to one of my everyday on-the-job questions: why do our targets—doctors—stop engaging with us after years of product loyalty, and what can we do about it?
With the WWE, it started with there being a 1-900 number that I called. I was overly excited as a kid to dial that number and think that Hulk Hogan was actually talking to me. The data/marketing method of the 1-900 number was very simple: associate numeric to selections on your phone to what you prefer and continue marketing to the contact in the way they want to be marketed to.
For example: the 1-900 number asked me my age group, I choose #1 for 10-15 years old (type of message to give me); for favorite wrestler, I choose #3 for Hulk Hogan (message specific to my needs); and for the key question—if I would allow them to follow up with me via phone with updates—I choose #1 for yes (continued CRM communication).
Just like that, the 1-900 number captured all my information and knew exactly how to speak to me. To the present day, the WWE still sends me information. The below text is a screen shot of my present day phone and is proof that they remember me and my likes. This was a text sent to me just this past Sunday:
Clearly they created a digital persona of me and through all the years of technology used what they learned from me 20 years ago to keep my interests (especially the Hulkster).
The hypothesis that is commonly thought of is that we tend to try looking at our targets in the same way, capture what they like and what they know. We as pharma marketers spend a lot of time chasing the doctor when the doctor doesn’t respond to messages we give him or her.
Looking at a standard CRM program (delivered through multi-channel), those who spend some time targeting the office staff for the first communication have 52% more success reaching the doctor in the second and third communication than those who don’t. Much like the WWE did, we need to take the time to understand our audience, who is REALLY making us money, and how.
As marketing continues to evolve, so do the exercises marketers have been doing for decades. Persona development is not exempt from this trend. Traditional persona development is still a powerful tool for marketers to use. However, targeting these personas with traditional means will prove less and less effective and profitable over time. In order to create and leverage digital persona profiles, marketers must rely on technology to both capture Big Data and use it effectively. The goal of which is to get as close to one-to-one marketing as possible by delivering the right content to the correct person at the best time with the channel they prefer.
As a result, tracking and understanding a person’s digital qualities, digital movement, click data, sales funnel and preferences are important considerations for effectively identifying and building outlying digital personas. The WWE was way ahead of its time for this process.
Marketers who can best leverage digital persona development, content personalization, context marketing and Big Data will be best suited to thrive in the near future. The newer the generation, the greater the expectation is for one-on-one marketing. We can all learn a thing or two from the WWE; their model works and isn’t hard to duplicate (we have already come close to mastering it).
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