Personalization is the key to getting the attention of your prospects and turn them into customers. It also helps you strengthen communication with them which can result in to better customer loyalty.

Entrepreneur contributor Toby Nwazor has shared three lessons from Adidas’s use of personalized content at the Boston Marathon.

Nwazor says, “Adidas wanted to celebrate its 30-year partnership with the Boston Athletic Association. So it put out its Here to Create Legend campaign, complete with 30,000 videos — one for each runner.

This kind of personalized content is becoming more and more popular in the marketing scene. In fact, a survey shows that 78 percent of chief marketing officers polled thought custom content was the future of marketing. Accenture, in another survey, revealed that nearly half of the U.S. consumers polled were more likely to buy from brands that take their time to personalize consumers’ experience.

Rapid response with the right tech

The idea behind the Here to Create Legend campaign was to provide runners a personalized video of their participation in the race. On April 16, the day of the event, Adidas was true to its word. Within hours after the event, each runner had received an email with access to a personalized video recap of his or her performance. The same videos were also available on Adidas’s campaign website”.

3 Takeaways from Adidas’s Use of Personalized Content at the Boston Marathon

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