What’s the secret of a great relationship?
I’m sure there are thousands of people out there who’ll tell you that they know
all the answers.
In reality, there’s no secret recipe or magic formula, just the need for commitment,
enthusiasm and a mutual sense of empathy.
When it comes to brands and their consumers, the rules of engagement are the same.
In the past, brands weren’t really looking for relationships,
just adoring fans and assorted hangers-on.
These days, successful brands have to put in a little more work.
They also have to learn to shut up and listen. It’s amazing what you can
learn about your audience if you’re willing to put a sock in it,
every once in a while.
New approaches in engagement marketing have emerged
in recent years. And they’re helping brands to establish and
nurture meaningful relationships with the audiences who
matter most to them.
So what do we mean by ‘engagement’?
Well, it’s about adding value, building trust, and driving commitment.
In doing so, these brands are able to move their audiences from
passive indifference to active participation.
It’s about creating authentic and meaningful interactions
between people and the products and services with whom
they choose to spend their valuable time.
It’s no surprise to learn that the deepest connections between audiences and
brands are formed through a process that takes people from
watching and thinking, to feeling and doing.
Active participation at a personal level with a brand is key
to establishing value and a lasting bond. So we need to get
personal, get real, and start an authentic dialogue.
This is where experience marketing comes into it’s own.
Forget about the last forty years, which were dominated by
self-aggrandising advertising campaigns. Brands are waking
up to the fact that there’s an opportunity for dialogue and
engagement and “live” is where it’s at.
All that remains is for brands to decide whether they’re willing
to take their relationships to the next level. Are they looking
for a quick fling, or long-term commitment?
Put the effort in, and you’ll reap the rewards.
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