Don't Eat the Elephant
When I was a freshman at University my acting teacher would always warn us to not eat the elephant in one bite, referring to the metaphorical “elephant in the room.” In fact, she would often scream at us “DON’T EAT THE ELEPHANT!” in the middle of a scene as she encouraged us to simply find the path to a characterization, not the entire character or scene resolution. It took time. It took patience. It made me curse her name every Tuesday morning walking out of scene study, but eventually it allowed me to slowly and strategically hone my craft and realize the potential I possessed.
This same philosophy has served me well through graduation and professional development, including my recent internship with Off Madison Ave.
Marketing Ulcers
Here I’ve witnessed the unbelievable pace at which the field of marketing is growing. From email marketing, to PPC, to Facebook, Twitter and Myspace, to keeping up with a state-of -the-art Web site, the overwhelming burden of intriguing and inspiring the consumer’s desire can cause serious acid reflux, if not a full blown ulcer. The astonishing advancements in the methods of marketing can cause anxiety, but by taking a step back and shifting perspective, opportunities are realized. Instead of new innovations feeling like another way to fall behind, they allow us to tailor our brands and emotionally connect with our target audiences on a human level.
In Their Shoes
Put yourself in your audience’s shoes. Social media offers you an unprecedented opportunity to reevaluate the effects of your product in near real time. You no longer have to wait for focus groups or statisticians to measure the public pulse. Instead, there is a direct link to the public that if used properly will not only allow you to find out what people think about your brand, but generate tremendous awareness and capitalize on brand loyalty. Social media creates an informal outlet that showcases not only the benefits and features of your product, but also the charisma and personality of your brand. And, in this time of economic uncertainty, that becomes even more critical as consumers view every purchase as an investment. What took years to create in the past can, if executed correctly, allow you to immediately personify your brand and demonstrate a product’s true value in the consumer’s lives.
The Backlash
Concerns arise with these powerful brand advocate tools as we understand that the same platform being used to build a brand can also destroy a brand. Again, don’t eat the elephant! Keep ahead of the critical firestorm by staying on top of your web presence. Create a league of advocates (i.e. fans on Facebook, followers on Twitter) that majorly outweigh any vicious brand assassins. After all, if you have emotionally connected with your target audience, they will stand up for your brand with a fierce loyalty once only relegated to the playgrounds of our youth.
Your Defense
To do this effectively, you have to break some of the habits of traditional marketing. For instance, email marketing cannot be thought of as a digital form of flyers and coupon mailings. People have to trust your brand before they give you their email address. The last thing they want is 6,412 messages in their inbox. A recent article on humanizing your brand from Social Media Explorer proposes that “social media without engagement is spam.” And who wants spam? Every email sent needs to be created on the premise that you are trying to gain trust, not just money. Provide a coupon, promote a deal, but first connect and define your intentions; that we are all in this together and without their confidence and support your brand will not survive. Empower by empathizing. Your target audience may not spend their dollars that day on your website, but they may spend an extra three to five minutes discovering what your brand represents as they slowly let their guard down and potentially evolve into one of your strongest advocates.
One Bite At A Time
The same principles apply today in the interactive world as they did when print and television first made their debut; create an opportunity for humans to connect to a brand that one cannot rationalize living without. If you deflect fear and stabilize the whirlwind surrounding your product in an eroded economy by getting back to the basics, you can initiate an excitement for change and evolution in your branding strategy. Step by step you will connect to your audience honestly and effectively. If you show that you are willing to connect with people on an even plain the public will empathize with you and offer support in your attempt to grow. So grab that fork and knife, tuck a napkin in your shirt collar, and methodically begin to carve up the elephant into manageable, satisfying bites.
* All elephant references are metaphorical. This article in no way promotes the actual eating or poaching of elephants.
Sources:
Finch, D. (January 23, 2009). Humanizing Your Brand – One Customer at a Time. In, Social Media Explorer. Retrieved November 19, 2009, from www.socialmediaexplorer.com/2009/01/23/humanizing-your-brand-%E2%80%93-one-customer-at-a-time/.
Leggatt, Helen. (May 05, 2009). Staying in Touch With Consumers Via Socets. In, Biz Report. Retrieved November 19, 2009, from www.bizreport.com2009/05/stay_in _touch_with_consumers_via_socnets.html/.
About the Author: Michael Worth
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