Don't make the consumer Custer

Don't make the consumer Custer
SHARE
THIS



In 1876 Major General George Custer, a decorated civil war veteran, decided prematurely and with little insight into the overall terrain he was approaching, to attack a large Indian village in the hills of Montana.

He made a number of mistakes including diluting his forces, not coordinating them well and giving orders that were based on assumption and not certainty.

His attack on the village triggered a response which as we all know culminated in the unexpected large warrior population of the village retaliating, quickly surrounding his 200-plus men and without mercy not only wiping them out, but in fact mutilating their bodies in what became known as the Battle of the Little Big Horn.

I wonder sometimes that we might be the Indians and we might be treating our consumers like General Custer.

The buzz last year was 'omni channel'. Take your brand's key message and surround the consumer with it in every possible channel; insert yourself into a social conversation; interrupt their favourite television program, clutter up their mail boxes.

Unlike Custer, whose only source of protection was to instruct his desperate and doomed men to shoot their own horses to create some sort of defence from the onslaught, today's empowered consumers have the ability to not only escape, but more importantly to effectively fight back.

Omni channel, or the default 360 approach, seems to me to be interpreted by some as a surround strategy.

I am convinced a more effective approach is immersion. Tell your brand's story by creating an immersive world that consumers can choose to engage with. Ensure the story is relevant, useful and entertaining enough to keep them coming back to it – and compelling enough for them to want to share it.

We seem to have been distracted by what we can do with technology as a functional tool, rather than view it as an enabler of both brands and consumers to share stories. "More channels" has become more ways to surround the consumer – often with the same part of a brand's story at the same time, at every touch point.

Great stories are immersive, flowing and expansive and if you can combine brand, digital, analytics and technology in a connected strategy you will not need to surround the poor consumer like the Indians surrounded Custer – they will come charging over the hill towards you.

Paul Bennett is national managing director of SapientNitro

 

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine