Starting in Sweden, IKEA had quickly become a huge hit in the furniture industry worldwide. With their new store opened in India in 2018, IKEA can be found in 40 countries worldwide. Through IKEA’s marketing strategy, they were able to expand around the world within six decades.
With IKEA’s marketing strategy seeming to be a success across the world, we can also use their strategies to help rebrand ourselves for our career.
Personal branding involves building a brand around a person, rather than a business. This can help to further your career as well as land new opportunities. Whether you want to take another step up in your industry or switch your career, it’s important to find a way to differentiate yourself from other candidates.
Here are 4 marketing strategies which IKEA uses which you can adopt to rebrand yourself.
#1 Take Advantage Of The Digital World To Create A Social Presence
Digital marketing is significant in IKEA’s marketing strategy as just having physical catalogues isn’t enough in our digital world. IKEA has taken advantage of the digital age by using multiple social media platforms to reach out and connect with their customers.
Through multiple platforms, Ikea is able to update and keep their customers engaged on news, promotions and giveaways. They also use creative ways to keep you interested such as having an augmented reality app that allows you to virtually view IKEA products in your own homes.
Similar to IKEA’s strategy, you should take advantage of this digital age to create a social presence for yourself. A 2018 CareerBuilder Survey shows that majority of employers screen candidates through social media during their hiring process.
Social media isn’t just meant to help you connect with people that you know but also to help you establish yourself in your industry. Use platforms such as LinkedIn and Instagram to develop a network of contacts in the industry that you are in and stay engaged, be it by starting a discussion on key ideas in your industry or getting involved in discussions.
#2 Keep Yourself Fresh Through Improving On Your Skills
IKEA constantly updates their catalogue with new products that become a part of their collection permanently. This creates an incentive for us to constantly come back to check out new items as well as attracts interests of new customers.
Similarly, rebrand yourself to attract new employers through improving on your current skills as well as learning new skills. Constantly learning and improving on skills can help you discover abilities that make you distinctive and further help you advance in your career. This can help keep current employers engaged in your work while also help to reach out to others that are discovering you.
#3 Think Of The Bigger Picture
While IKEA started in Sweden, it has quickly expanded worldwide. IKEA’s products are mostly simple and minimalistic, which allows it to blend well into different cultures and countries.
An example is in China. IKEA stores are mainly located in the outskirts of cities to allow customers to use public transport to get to stores, due to the lack of car ownerships. While in Europe, their stores are located in the suburbs rather than the outskirts as more customers get to the stores by personal cars.
Like IKEA, having transferable skills will allow you to adapt to different roles and tasks, if you decide to change industries or find work in a different country. Being able to adapt to different work cultures will also give you more opportunities to work overseas.
#4 Amplify What You Offer
The first thing that comes to our minds when we think about IKEA other than furniture would be the cheap meatballs and hotdogs. However, according to Statista, In 2019 IKEA’s revenue in Germany was €5.28 billion, of which, IKEA’s restaurant made a revenue of €250mil. While IKEA’s food products only make up of a fraction of IKEA’s revenue, they use their cheap food as a strategy to lure customers into the store.
Gerd Diewald, who runs IKEA’s food operations in the U.S. stated that “we’ve always called the meatballs ‘the best sofa-sellers… when you feed [customers], they stay longer, they can talk about their [potential] purchases, and they make a decision without leaving the store…”
IKEA places their restaurants in the middle and end of their stores to stimulate our shopping experience. Having to go through half of the store to get to the restaurant increases the chances that you might walk past an interesting product that catches your attention.
Similar to IKEA, you should find out the best way in which you can stand out in your target industry and amplify that it to others. Amplifying yourself in your target industry will help you stand out among others. You can do this through multiple online platforms as well as networking during conferences and workshops.
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