Elvis Costello asked the world, "What's so funny 'bout peace, love, and understanding?" I'll ask a different question, "Why shouldn't brands establish relationships with people that are based on trust, respect, and genuine concern?"
By now, the suggestion that we should think of consumers as people, as opposed to targets, isn't exactly a revelation. While marketing is an admittedly human activity, our industry hasn't quite made the next leap -- the idea that perhaps relationships between brands and people should be more like those in our personal lives.
Brands that are creating sustainable relationships with consumers are transforming industries and redefining the marketplace. By sustainable relationships, I mean relationships that have both high trust and high transactions -- emotional commitment and share of wallet. My agency, imc², believes that both high trust and high transactions are necessary for brands to thrive long-term, and we use the brand sustainability map below as a reference. Like TV gameshow host Chuck Woolery's signature intro for commercial breaks, the map is also "two and two." But in our case, it's two axes that plot brand performance against trust and transactions. The most sustainable brands are those in the upper right quadrant.
I suggest we think more love connection than hookup when considering how brands should relate to consumers. People can often see through a brand's short-term tactics as a kind of brand booty call (think immediate gratification), and they're happy to use these brands until something better comes along. An exclusive focus on short-term thinking is expensive and drains the life out of brands. We need to strive for connections that exist on a deeper level. Of course, resonating with people isn't about tools, technology, or tactics. Much like our personal relationships, it's a commitment and an approach over time.
Here are four ways brands can make love connections with people and keep the fire burning long after the honeymoon is a distant memory:
1. To thine own self be true: It may sound counterintuitive, but the best way to connect with people is to know who you are as a brand and what you're trying to achieve in this world. We think of this as purpose, and understanding why your brand exists is a critical first step.
Authenticity comes from knowing your brand purpose and intentions and acting in a way that's consistent with your values and goals. Do you have a compelling point of view about your industry? Is there some special need or challenge you're trying to resolve? You can create a natural or organic constituency by being something unique and honest -- a group that Seth Godin might call a tribe.
Zappos is an interesting example of how to create powerful relationships with people by first focusing internally. The company believes that if it gets its culture right -- a very internal commitment -- everything else will follow. Zappos also does some remarkable things with customer service, and the fact that 75 percent of the company's business is from repeat customers should tell us something.
2. Forget her birthday: Brand engagement needs to be constant, not a little promo once a year. Sure it's nice to get the annual postcard in the mail that gives me 20 percent off my next purchase, but it would be more powerful if I'd had more frequent interaction. Getting a "birthday" coupon to a store I haven't visited in four years is like getting friended by someone I apparently went to school with years ago but can't, for the life of me, remember.
Occasions are a nice way to remind people about your brand, but it's the everyday interaction that builds long-term value and affection. Again, think of it like a personal relationship. If you only tell your spouse that you love him or her once a year, it might be a nice moment, but it's what they see, hear, and experience every day that tends to define your relationship.
Pizza Hut is a great example of how brands can show the love and create opportunities for more frequent interaction. Using its website, Facebook, mobile platform (including the new iPhone app), stores, and more traditional assets, Pizza Hut has gone out of its way to make ordering a convenient and easily repeatable process for its customers. Being where your people are and enabling engagement through their preferred channel is a simple way to encourage more frequent interaction.
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