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The behind-the-scenes people of Grey’s Anatomy have created an online wedding page on The Knot — which I would argue is the champion of the wedding planning website industry in popularity, recognition and, simply put, market share — for the upcoming wedding of Meredith Grey and Derek Shepherd (the show’s main characters’). The page resembles that of any other couple. Visitors can leave their congratulatory notes on the “Guest Book” and can even RSVP to attend the “wedding”.
This is a prime example of a Marketing team getting it right. They have created a new portal that extends the Grey’s Anatomy experience and allows fans to become active participants. Marketing students (and veterans), repeat after me: The key to a brand’s success lies in creating memorable, engaging experience for the users. That is what builds community, improves brand loyalty, and cultivates vocal advocates.
Starbucks is the classic example. Some would argue that the products sold are comparable, if not inferior, to those found elsewhere. So why has Starbucks seen such success? It’s because it’s more than the (expensive) cup of coffee you’re getting, it’s the user experience the company has created through its emphasis on local events and overlooked music as well as the overall atmosphere of each store, where you can stay as long as you like.
So, kudos, Grey’s Anatomy Marketing team. It’s (almost) always good to be placed in the same category as Starbucks, even if it’s on a small blog like mine.
PS Grey’s Anatomy is set in the city where Starbucks was created – Seattle. Coincidence? I’ll let you decide.
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