A not-so-secret to success in business is the willingness to evolve. It’s been true from the beginning of time, I suspect, and I am quite sure the requirement has never been more significant than it is in the dynamic world market of today.
I believe so strongly, in fact, change has been a fundamental of our company since its founding nearly 30 years ago. It’s a practice we go about proactively—so much so that a joke around RP is how nice it would be to come in FOR JUST ONE DAY and not feel as if we were starting over.
Oh, I am proud of that challenge.
AND SO IT IS that we’ve spent the summer talking through some newly articulated tenets for our work. I don’t have to tell you of the sea change brand marketing has experienced in the last few years; the digital revolution has not only supported the power shift, it created it. But there are subtle shifts, as well, tiny nuanced considerations that can mean the difference between well considered and invisible.
For example, it’s no surprise a well-designed brand/customer connecting point is the result of smart strategic planning. And yet it’s tempting to issue these like buckshot. There are so many options available to us today, what with endless delivery channels and proclaimed thought leadership and the prevailing belief the world waits (with bated breath) for whatever it is we have to say/sell/do.
But there is a sweet a spot.
Oh, there is a sweet spot and I encourage you to carefully articulate it. Work hard to identify the right time/place/exchange that will create a true brand loyalist—someone who will choose your brand over any other option and, more importantly, will tell others about it.
A FEW WEEKS AGO we were having this very tenet discussion as we sat around the big kitchen table at the WECO. The question presented to all the Riggers was this: Give an example of a time you were converted to a brand loyalist. What was the brand touchpoint? How did it make you feel? What can we learn from it, and how can it make our work better?
I kicked off the conversation with my own story from the US Open tennis tournament. Sponsored in part by Lexus, VIP parking was available at Flushing Meadows to anyone who arrived in a Lexus or who presented a Lexus key. We zipped past the long, long line of cars waiting to fork over twenty bucks for general parking (on the outskirts of the gigantic tennis complex) and were ushered right in to a sweet spot (pun intended) near the stadium. And it was free.
The message: We, at Lexus, take care of our drivers.
Why it worked: a meaningful benefit ($20 and a great parking space) offered at the perfect time (a premiere event)
But there was also this important nuance: It was on brand for Lexus (luxury brand = VIP)
The conversation that afternoon was fascinating. The stories of brand loyalty were as diverse as our group, although many were of great customer service—a great reminder that even in this day of digital communciations, human exchanges still trump all.
WHAT ABOUT YOU? Can you remember a time a brand did something that converted you into a loyalist?
I’d love to hear the story and share it with our team. Comment below, or send me a note to firstname.lastname@example.org.