Why Brands No Longer Have An Excuse To Not Please Their Customers

Why Brands No Longer Have An Excuse To Not Please Their Customers
SHARE
THIS



In this day and age, with all the tech advances at brands’ fingertips, there’s even less of an excuse brands can make with dissatisfied customers, argues Josh Emblin, IE’s strategy planner.

Successful consumer engagement begins with innovation. The most talked about stories of 2014 relied on brands creating unique, inspiring and often challenging experiences. They surprised, delighted, amazed and intrigued their target audience in ways that hadn’t been done before. By pushing new boundaries with their use of technology, they have created unique personalised experiences as a result. In today’s constantly connected world, brands have the potential to create lasting memories with consumers by delivering personalized experiences, and capturing valuable CRM data at the same time.

As the current rate of technological innovation increases, so too do the opportunities for marketers to create dramatic and enthralling experiences for their customers. These experiences need to not only be innovative, but they need to push boundaries in the types of emotional responses they can evoke from consumers. The aim being to create a lasting bond between the person and the brand that will set them apart from the competition. This can be as simple as a time-based promotion online, to an immersive brand challenge in a physical, public space.

Digital media, devices and connectivity were designed with convenience in mind, to give us more free time with which to think, act and do. However we are entering the age of sensory overload, where instead we are constantly bombarded and harassed with push notifications, emails and other advertising and marketing messaging. As a result we are becoming numb to the messaging, and our attention is only captured when it is received from a trusted source such as a friend or acquaintance, or a brand that we have developed a special affinity with. So, how do brands create that special affinity with you in the first place?

Some of the greatest examples of developing brand affinity come from those actions that elicit an emotional response from consumers, such as Federal Express’s social storytelling about how they helped to transport endangered turtle eggs to safety after the BP oil spill in the Gulf of Mexico. This finely tuned combination of corporate responsibility and public relations messaging in a social environment generated a massive responsive from the community. Which, in turn, created an emotional connection with FedEx as a brand because they’re now seen as ‘the good guys’ who are always there to help in a time of crisis.

The example above relies on leveraging a natural disaster, so what other options do brands have to create lasting brand affinity that will compel consumers to tell their network about? Studies tell us that all living creatures will seek out pleasure and avoid pain, so why not deliver this pleasure through a brand experience to make consumers happy? This is where brands have the most potential to be innovative and create something truly unique that involves creating a sense of excitement and urgency to really get the adrenalin flowing.

The key to success with these campaigns is to give something to get something. The brand delivers an exciting experience for the customer, often in a public arena that either includes a product giveaway, or provides the consumer with the chance to win something of real value. In exchange, the consumer generates owned content for the brand, earned media that they spread on their own social channels and they often part with their personal information so the brand can communicate offers to them after the event has taken place.

A great example of this was developed by The North Face in Korea where customers’ were faced with the challenge of climbing a wall as the ‘trap floor’ disappeared beneath them. The reward for completing the task was the chance to jump and win a free jacket. By creating this memorable experience for consumers, they have produced a lasting memory that will be talked about for years to come.

Brand affinity development combined with a degree of data capture is not an activity to be underestimated, or underinvested as the pay off can and often does go global. Marketers must ensure they are keeping their key demographic in mind while maintaining strong brand integrity so the experience is always relates back to their brand.

Please login with linkedin to comment

Salary

Latest News

First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

Nils Vesk (pictured below) is an innovation architect who’s delivered programs for some of the most prestigious organisations in the world, including Microsoft, IBM, Commonwealth Bank and Nestle. In this guest post for B&T, he shows you how to spot a lasting trend that’s not merely just another passing fad…   The importance behind learning […]

Opinion

by B&T Magazine

B&T Magazine
Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”
  • Marketing
  • Technology

Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”

A new study today has revealed that although mobile commerce may have begun as a convenient way to shop on-the-go, it has quickly developed into an entertainment experience for many Aussies. The PayPal mCommerce Index Trends Report 2018 (which you can read in full here) found that two thirds (67 per cent) of Aussie smartphone owners browse shopping sites just […]

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

In this guest post, King Kong’s head of growth, Sabri Suby (pictured below), takes a look at recent changes to Google’s rankings and how it will affect content makers and the measure of any content’s success… Changes to Google’s ranking algorithm mean that time on a page is valued higher than the number of clicks. With these new rules […]

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine