You will find below nuggets from some very good Saatchi articles, books and papers on marketing, advertising and new media. Words to ponder as we struggle to build new and compelling brands in investment services and connect with our clients, prospects, partners and referral sources.
And I quote (or paraphrase):
We are in age of screens. Images on the screen touch emotions through stories and experiences must be emotionally compelling. The screen is the new marketplace...making great content for screens is the task.
People relate to brands the way they relate to one another. People treat screens the way they treat other people. To illustrate think about your face-to-face interactions today and then the interactions by phone, email, text, computer, tv and movies.
Our minds and feelings don't easily distinguish between what we see on a screen and what's "real" why we close our eyes at scary or painful scenes.
Like people, the screens that populate our world have different personalities, ambitions and expertise.
Guidelines that Trigger:
- Get personal - quickly
- Get animated - new rule: whatever is static will soon be animated
- Believe in the screen's magic - it can convey emotions and moods like no other form.
- Play music - voices, songs or sound effects make stories come alive. Music is the mood.
- Go for the long term -- your stories must enthrall your audience/clients over and over again. The test -- do they want to see it again? Does it become meaningful to them?
- Love humor - it's an attitude and tone not a quick or cheap joke, it shows professionalism, balance and humility.
Your clients want to see themselves and their stories on screen. They want to feel part of a local, regional and global community.
Screens enable commerce, access to information and speed transactions. Local identities are becoming more important.
Young people will realize the potential of screens and their transforming power.
Screens are where people form communities and hope.
Screen's currency is attention.
Emotional connections transforms brands.
Intimacy is the challenge. It demands time and genuine feeling -- both in short supply -- e.g., attention
We are essentially emotional anyway "emotion leads to action, reason leads to conclusions". In conflict, or decisions, emotion wins everytime.
More than most, the HNW investor trusts their emotions. (My comment. Ed.)
"The key is making genuine emotional connections with communities and the networks they live in. This means getting up close and personal. And no one is going to let you get close enough to 'touch' them unless they respect what you do and who you are...Respect is what you need when you are in for the long haul. Respect looks to performance, reputation and trust as its organizing principals. Together they are inspiring principals for a code of business conduct to lead you forward.
Respect grows out of performance. Performance at each and every interaction. Peak performance as the ultimate table-stake of all table-stakes.
More guides:
Pursue innovation -- Innovation is continuous improvement, for consumers. Every business today is expected to innovate meaningfully while creating value.
Commit to total commitment -- Going the full distance is the price of Respect. The new active consumer judges you at every encounter, every touchpoint, and will punish failure by not coming back.
Make it easy -- The increasing complexity of many goods and services has raised the stakes. The equation is simple. If it’s hard to use, it will die.
Don't hide -- People can only respect you if they know who you are. Remember, in today’s Internet environment there is now here, if you cannot be found -- don’t even try.
Jealously guard your reputation -- Built over a lifetime. Destroyed in an instant. Consumers today are ruthless if you let them down. So don’t.
Get in the lead and stay there -- To be out-front can be lonely and uncomfortable, But remember, the lead husky gets the best view.
Tell the truth -- Be open. Front up. Admit mistakes. Never cover up; it will get you every time. Believe in yourself – at times like this it may be the only thing you have. And at times like this, your reputation is your premium defense.
Nurture integrity -- The corporate shake-ups of the last few years have put the spotlight back on integrity: the integrity of your people, your products, your services, your financial statements and, most importantly, your personal integrity.
Accept responsibility -- Take on the biggest responsibility of all–to make the world a better place for everyone, creating self-esteem, wealth, prosperity, jobs, and choices.
Quality is the measure by which you exceed expectations. Quality is all about standards. Keep it simple: set high standards and then exceed them.
Meet, Beat, Repeat -- Never pull back on service. Service is where transactions are transformed into relationships. It is the first moment of truth.
Deliver great design -- Attention Economy 101. Competition is hot and getting hotter. If you’re not aesthetically stimulating and functionally effective, you just merge into the crowd. You have to be different, not just act different.
Don't underestimate value -- Not just real dollar value but the perception of value. Only when people perceive the value they are getting as higher than the cost will they respect the deal you offer.
Deserve trust -- Consumers want to trust you. They want you to remain true to the ideals and aspirations you share with them.
Practice what you preach -- Never let them down. Never, ever fail the reliability test. Expectations skyrocket: cars always start first time, the coffee’s always hot, the ATM is always open. Today reliability is the door charge for Respect
Without Respect, there is no foundation for any long-term relationship.
Every person we deal with is an emotional human being and yet business had been treating them like numbers. Targets. statistics.
The best brands capture the new emotional connections we were seeking.
Love is about action. It’s about creating a meaningful relationship. It’s a constant process of keeping in touch, working with consumers, understanding them, spending time with them.
Shopping is emotional. Delight at a bargain. Satisfaction at filling the refrigerator. Anyone who thinks shopping is rational has spent too long in the office. Shoppers arrive at the store with hope, anticipation, excitement. The right experience, the perfectly pitched service, ensures they leave enchanted and uplifted. The wrong note triggers resentment and disappointment.
“Most brands do not realize that the consumer is in control now. The need to transform them into something consumers love is the greatest challenge to business and brands today,”
“We are living in an attraction economy and the power to attract consumers is what branding, marketing and advertising is all about. The only way you can do this is with empathy, authenticity and a dedication to creating emotional connections.”
To establish that connection, brands should have — the emotional drivers that stir up consumers.
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