Jun 25 in Branding, Customer Relationships
Written by: Heather Rast
marketer, I’m continually absorbing messages and methods deployed by other companies, competitors and service providers alike. I stop to consider their objectives, assess the efficacy of their content, reflect on the appropriateness of their use of the medium and whether the channel delivered. There’s some assuming of roles there, but it helps make sure I’m aware of other marketing environments and gleaning the useful parts for myself.
As a consumer, though, sometimes I just live my life and don’t think about what just is until I’m provoked. Until I’m let down or felt misguided. Or I’m delighted and surprised.
Thinking about all this information and stimuli, these questions emerge: Am I made to believe? Was I moved? Did I take action?
Brand marketers, remember:
Consumers don’t live single-track lives. If you aren’t spending time determining how your audience receives their information and taking the initiative to improve convenience factors, then they’ll outgrow you.
Fit the message to the channel. It’s not so much what you want to say as it is what they need to hear. It’s not about your product’s features, it’s about the benefits to their lives and peace of mind they’ll have for having made the right choice for their needs.
Practice active listening. It’s called self-awareness, and it applies to brands too. Realize that you gain more by listening, paying attention, and responding than you do by projecting and distributing. It’s the difference between talking with and talking to. I don’t think brands are ever too large to still be able to talk with their consumers. How better to inspire the kind of affinity and culture that makes your brand remarkable?
What are some examples of brands operating in multiple channels effectively? I’d offer up Dell as a big brand using the outposts and doing a good job on the execution side. What about a regional or small brand example?
And what other channels would you consider for the average consumer? In some instances, direct mail and fulfillment marketing (the teasers, promos, and upsell pieces that are delivered with your order) work, too. The key, I think, is to recognize the stage of the sales funnel I may be in, and my receptiveness for particular kinds of information in a specific channel.
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About the author
Principal of Insights & Ingenuity, a digital marketing company helping companies earn customer preference through thoughtful brand positioning, useful content, and responsive online communities. Penguins fan, hockey wife & mom.
6 Comments for: Branding in a multichannel world
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As always, insightful and thought-provoking. Thanks Heather!
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