Consumers these days are clearly favoring experiences over messages. Think Apple’s interface. Think warm chocolate chips cookies from Double Tree.  Think of the scent of a Singapore Airlines airplane.  These are what we’d call brand defining experiences. They’re memorable, unique and emotionally resonant. And they demonstrate the promise of the brand without having to actually say it. This is where brand and marketing are heading and for good reason. Saturated marketing channels are making us deaf. Instead, give us a test drive of what we can expect from you and then we’ll decide if it’s something we want or not. Read the rest of this entry »

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Frito-Lay made a big splash the other week when they suspended a replica of their “Flavor Kitchen” over Times Square. The “Flavor Kitchen” is Frito-Lay’s newest tactic in its “naturally delicious” campaign.  They used the kitchen as a place to demonstrate their promise around, “all natural ingredients,” showing the Executive Chef chopping fresh veggies for the next batch of chips.  Why did they choose to do this versus the more traditional method of telling customers about their commitment? First, it’s more transparent and therefore more believable. There’s a big difference between a company like Frito-Lay saying they’re all natural versus showing it.

But what’s also genius about this is that it’s become a brand-defining experience. They’re not just the company who pays lip service to all natural, they’re doing it, and they doing it big. The old saying “actions speak louder than words” couldn’t be more true in today’s over-saturated consumer market. If you saw this on the news or if you were a lucky passer-by, chances are you won’t forget it. If you were going to create a brand defining experience for your business, what would it be?

- Evelyn Jones

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Management is making sure things run smoothly.  Leading, on the other hand, is lifting up your head, looking around, and doing something about what you see.  Many companies are run by managers, versus leaders.  Which is great if nothing changes.

But we’re in a time of great change, with the rate of change growing ever faster.  Leaders are what’s needed now, no matter what size company or type of industry you’re in.   Mobile, cloud, outsourcing/insourcing, self-serve, social media, disintermediation, user generated content…unless you run a hot dog stand, there’s practically no industry left unscarred by the vast of amount of change in the last 15 years. Even if you do run a hot dog stand, you’ll need to keep up with trends in localvore habits, mobile food truck regulations, the use of social media to drive new customers, supply chain traceability, changes in health concerns…

Lead and they will follow.  But just manage, and you will quickly be swept aside by the waves of change.

- Lynn Parker

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I stumbled across the top 20 Facebook fan pages article on Inc. and saw “Steve Spangler Science” as the top ranked Facebook page.  I had to investigate. Who is Steve Spangler and why is he so popular?  If you go to Steve Spangler’s Facebook page you are first welcomed with a video. The video shows his science experiments in the community and guest appearances on TV shows, but basically the clip does a great job at saying why you should become fan and explaining what’s in it for you. Steve Spangler has a strategy. He draws people in with a simple video, is clear about the benefits of being his Facebook fan, and regularly monitors and contributes on the page once you’re in. The article mentions that Spangler has even hired a full time employee to do “nothing but listen” to who said what on which social media sites.

Steve Spangler and many other companies have nailed down their Facebook strategy in a way that is relevant to their fans and seeing real results.  SmartPak is tracking referrals from Facebook to their website and is seeing increased revenue as a result of their Facebook page.  Many other pages listed in the article have strategies of their own focusing on customer engagement, brand recognition, product contests, games, etc., with most all of the pages somehow creating an experience where fans can engage and interact with the company.

So I ask, how do your fans experience and interact with you on your Facebook page? And how does your social media presence deliver on your brand promise?

- Evelyn Jones

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Customers don’t wake up in the morning interested in your company and products, no matter how much you push out messaging to them.  Instead, they wake up in their world, trying to solve their problems and fill their lives with experiences that are relevant to them.

What if instead, you started with a customer focus?  If you turned the telescope around and saw the world from their point of view?  Would your products and services look the same?  Would you reframe your value and messaging?  Would you meet their needs and provide relevant experiences?  That’s what’s needed today, in a world where people can go anywhere on the Internet to find what they are looking for, where consumers no longer respond to advertising or corporate messaging, but instead are looking for experiences that make sense to them.  “Push” marketing no longer works because customers are only interested in things they have “pulled.”

So move from ME ME ME to YOU YOU YOU. Turn the telescope around and get into the customer’s frame of reference.

- Lynn Parker

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What’s the secret to getting through to your target audience?

It’s simple: just listen.

They’re not “consumers,” they’re real people with real emotions, triumphs, problems and goals. Listening helps you see the world through their eyes to truly understand where they’re coming from.

And when you truly “get” them, you see not just what matters to them, but how to connect.

I loved NPR’s coverage on Makeba Riddick, a songwriter for Rhianna, Beyonce, Toni Braxton and more. Whenever she’s writing a song, she keeps the teenage girl from Iowa (and mom) in her head the entire time. And her songs continue to top the charts.

Check it out here: How To Write A Hit- Think Like A Teenager (But Keep Parents In Mind)

- Bianca Abate

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Just caught wind of kulula.co via this snopes.com article. What a hoot! This regional airline out of South Africa makes a bold promise and a big splash with their visual brand. From airplanes with engaging designs to their on-time performance website page (5 years worth of stats) to their coordinated travel options that get you from your door to your destination spot and back again, this company sets clear expectations for its customers (known as “jetsetters,” if you join their loyalty program).

Kulula’s mission is around “safety first,” ease of planning and travelling at “the easiest price,” “no bullshit” (their own term – really!) and having fun. They seem to be pulling all of this off nicely. Their challenge will be to keep it up and not let the brand slip into boring. Can they create new designs when they buy new planes? Will they meet their on-schedule goals? Will employees continue to provide a fun experience even as people get accustomed to their approach?

What does it for me is that this company has tapped into the way we consumers want to be treated and engaged, with honesty and a sense of humor—and as long as they stay on top of that, they’ll be in great shape.

Any other examples out there of companies taking a more down-to-earth approach to meet customers where they are? Please share!

Beth Woolley

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The art of plain talk is critical for anyone who has a message that needs to be understood by someone else. Whether you’re a marketer, a teacher or even someone who emails a lot at work, your writing can either win someone over or just create confusion.

Google the topic and you’ll find a ton of rules like avoid euphemisms, bullet your points, make it short, only use words with 3 consonants or less, etc.

I simply say:  Picture an actual person from your target audience in front of you. If you wouldn’t say it out loud, don’t put it in writing.

The better you understand your target audience, the stronger your writing will be.  You might need to channel your inner 6^th grader to simplify the message or use the latest slang to build rapport—whatever techniques help you clarify it for them, do it.

- Bianca Abate

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