When brands shout, customers leave – How brands can be the cool kid in the digital and social world!

By Shwaytaj Raste on October 7, 2014 Comments Closed / 1887 views

Every time I step out, huge banners with brands and messages shout out to me. And when someone shouts, I usually shut my ears, ignore the person and assume what they are saying is meaningless for me. It’s safe to assume the same thing might be happening to a million others.

There was the television era where brands had the option of running commercials and making sure that ‘top-of-the-mind’ recall is captured. The idea was simple. Blast images, videos with chaotic characters which get talked about when you are off the television set. When the characters appears in front of you at the supermarket — you will have a higher chance of purchasing it.

Advertising and branding with this archaic approach doesn’t work anymore. With mobile phones, iPads and other devices, the way people engage with their environment has changed dramatically. The attention & retention times have decreased. Trust needs to be built by brands in the first shot or perish forever. With so many digital and social outlets, the customers wrath is no longer limited to a phone conversation with your customer care. Advertisers can’t afford to shout and get attention.

The need of the hour is an arduous effort from brands in spending time with their customers rather than spraying and praying. Technology, ironically, has been a reason that has compelled brands and products to be more hands-on and compassionate with how they handle customers.

Yelling is out. Talk. and listen. You can’t be bright and flashy and in the customers way all the time. Talk to them like you would to a friend and they will reciprocate. Sometimes better than a friend would.

Give consumers a reason to speak about you (in a good way!) No matter how much you speak nice, until your customers say good things about you, no one is really going to listen. Enable them to do it. Focus on the value you can give.

Don’t blow your own trumpet (its ok to do it once in a while) A good approach is to speak about your products than position it as the next best thing. Let the customers hear you and let them decide. If it’s of value, your customer will do the shouting.

Engage, don’t preach. Don’t preach to your customers. Engage them. Customers are smart. They know more than you do. But they want to be entertained and engaged with your brand.

Educate, don’t teach Educate your customer about the market your product is in. Educate them about things that you know but not everyone does. Customers will appreciate this and will connect with your product and brand much better.

Measure and React. Don’t react to hunches or feedback from “advisors and consultants”. Let the customer data talk. Your numbers won’t lie. They will be harsh on you, but will guide you in the right direction.

Every voice is a potential customer. You will hear good things and bad things in the social world. Both are your customers. Handle them accordingly.

Competitors are no longer enemies, but allies. It’s nice to bash competitors. But let your sales bash theirs. Your words on social need to be positive — even about competitors. Customers see everything — you will be judged

It’s ok to be wrong. It’s not ok to be fake. Everyone gets stuff wrong. Your customers know it. Admit mistakes, apologize and move on. If you try and hide or ‘fake’ something, you will be your own death.

You will still get your business from 20% of the people you reach out to. But you will spend less doing so, and the 20% will be your loyal customers.