I want to make my thinking on brand communications succinct and accessible. To this end, I prepared the following list, which condenses my general approach to marketing problems today. If you find value here, let me know. Perhaps we can apply some of this thinking to a marketing problem you’re currently working to solve.
Eight Ways To Earn Your Customers’ Interest In the Digital Age
1. Make It About Them, Not You
In the advertising business, we are trained to look inside the product or service for strategic insights. So, it is about you when you’re making ads. You can make product claims and comparisons and so on, but to raise the bar and truly connect with an ad-weary audience, you don’t slip your ads under the radar. No, you give the reader what she wants, whatever that may be. The task for brands and their agents is to discover these true marketplace desires and work to meet them with smart solutions that are so much more than ads.
2. Don’t Pitch, Provide
The default position online is one of seeking information or entertainment. That is, people actively navigate through millions of options for the content that speaks to them. That’s what every brand is competing with today, so while every company is not a media company, every company has an opportunity and perhaps an obligation to make compelling media on a consistent basis. I am not speaking of so-called native advertising. I am suggesting that the media you make serves the plainly identified needs of your customers. Native advertising is deceptive and it’s about you; hence it’s all wrong.
3. Solve Real Problems for People
Columbia Sportswear asked me to write the copy for the first smartphone App they ever produced, called What Knot To Do In The Greater Outdoors. Once upon a time, Columbia would appeal to sailors, fishermen, climbers, campers and so on with ads in Outside Magazine and the like. Clearly, there’s still a place for this approach, but now smart brands augment their advertising with real world solutions, like a free App that helps people tie knots in the wild.
4. Co-Create, a.k.a. Make Cool Stuff Together
Brands can lift people up. They can inspire people and involve people. Brands can also provide access to tools and to experiences that would not otherwise be available. For example, a brand can put a “garage band” in a professional studio with a talented and expensive producer and enable the musicians to make their first EP, which then becomes available on the brand’s website, and played on the brand’s internet and satellite radio stations. Consumer generated media isn’t new, but it often misses the mark because it’s not reaching high or wide enough. A Super Bowl spot for Dorito’s is high, but only one winner gets to experience this high. It is time to break out of the contest mindset and figure out how to can get thousands of people making things, and making things better, together.
5. Relinquish The Idea That You’re In Control
Advertising came of age in a time when interrupting programs on one of three TV channels was the way of the world. That world came and went not such a long time ago. Oddly, our thinking about the problem of reaching a mass audience with our commercial messages has not advanced much. We prefer to think people are interested, listening and generally paying attention to our desires. Clients who are in love with their product or service are in particular danger of irrelevance today, as they’ll be the last to grasp the new rules of the game.
6. Surprise and Delight
Just ten years ago, the idea that marketers needed to slip messages “under the radar” was de-facto thinking in the industry. Today, this concept could not be more dusty or dated. People know when they’re being pitched, no matter the cleverness of the approach. So to truly break through, do something other than pitch! Surprise and delight your prospects and customers. Believe me, if you make it about them, and work to solve their real problems, you’ll get their attention and with honest and consistent efforts earn their business and perhaps their loyalty.
7. Stand On Your Principles
Let’s put the idea of a mass audience aside. What you really need to succeed is a large niche audience. So be yourself and pull people with like minds and similar interests to your brand. Even in extreme cases like Chick-fil-A, the strategy works. Atlanta-based Chick-fil-A is a modern brand with conservative values. Their stores are closed on Sunday and recently they have donated millions of dollars to anti-gay marriage and pro-heterosexual marriage organizations over the years. I don’t agree with their values at all, but from a marketing perspective this is a classic affinity marketing case study. Hollywood liberals won’t eat there any longer, but Southern Christians will, and there are millions of Southern Christians.
8. Invite People to a Party
Brands are not abstractions. I encourage you to see your brand as the sum of all the experiences you create for your customers, staff and shareholders. For instance, let’s say I want to buy a new iPhone. I could buy the phone online from Apple.com in a direct transaction online. Or I could go into an AT&T retail store. Either way, every person and every detail involved in acquiring, using and servicing my new iPhone is brand communications. Given how complex brand is today, and how all encompassing, it’s imperative to bring things down to a human scale and let people in, so they can touch, smell, taste and feel the brand. People want to feel special and they want to feel they belong. Experiential marketing addresses these needs.