Create conversations, not just messages
Have a look at your communications model, especially as you’re probably in the planning stages for 2009. Chances are that you’ll have a series of campaigns planned and a product launch or two.
Great, but where’s the glue that links all these campaigns, that engages both your prospects and customers on an on-going basis … and if you say that’s what our brand TV ads do, then hang your head in shame.
Take a couple of moments to look at nike+, mystarbucksidea, babycenter; all are important brand building activities … or what we call brand engagement activities.
And it’s not just big brands … look at Blendtech. And none of them are really selling the product … they are kick-starting conversation rather than pushing messages.
Now ask yourself … what’s the equivalent for the brand you work on? Deafening silence? Shuffling of papers?
Or do you think it’s a fluffy nice-to-have in your marketing mix?
Engaging customers whether it be in the form of information, entertainment or asking for their ideas is not peripheral any more. Ask J&J how important Babycenter is to them as part of their digital strategy … or ask Starbucks where the idea for wireless internet access in their cafes came from.
For the uninitiated, there are three key elements to define:
1. What territory you want your brand to occupy/own?
2. Does this correlate with what your customers/prospects are interested in?
3. Do you have permission to play in this territory?
The execution needs to be sticky… in other words, you need to create something which has some repeat use/longevity – one-off engagement isn’t enough or certainly not enough to create and influence meaningful conversations amongst your customers and prospects … and that is where your brand needs to operate in the future, so start now.
Chris Dickens, Head of Strategy