Sara Kowal of ePrize guest-writes for Loyalty 360's State of the Industry series:
Yep, I said it. Consumers are like teenagers. How in the world is your target customer -- a sophisticated, affluent professional -- like a teenager? How is your "soccer mom with a minivan" like a teenager? Here it is: These consumers want your attention and they want it whenever and wherever they're ready.
Here's a scenario. You're tired, it's late and you are ready for bed. Your 17-year-old sits down, grabs a bowl of cereal and starts to talk about his day. What do you do? On the one hand, you're exhausted....but if you walk away from this moment - a precious chance to connect -- it is gone forever. You'll have lost the opportunity to build your relationship. You lost the chance to build trust and loyalty. You'll be forced to wait until the next chance comes up. What if it doesn't? What if the next time they want to interact, they go somewhere else (hopefully it isn't "that" guy or "that" girl you can't stand)?
Consumers are the same way. They choose when, where and what information to share with you. You need to be ready to play by their rules. You can't tell them, "Look me up next month. I'm working on a stellar print ad for you."
Allowing a consumer to check out your products on a website at 3AM when they can't sleep, pull up a product review from a mobile phone while looking at a new TV, or check-in for a deal at your retail store while running errands are just a few of the opportunities for you to be there for your consumers. To connect on their terms.
According to the CMO Council, 45 percent of worldwide marketers plan to focus on integrated multi-channel marketing engagements. Here are a few guiding thoughts as you plan your approach:
1. Be available. Anywhere. Any time. Where is your consumer likely to be standing (or sitting) when they see your media? Will they be at an event or shopping your product against other options? What type of device are they likely to have? Activate your advertising with an offer, create a mobile optimized site to compare features on your product, or give a reason to lean forward and engage - like a trivia question.
2. Ask questions. But only if it doesn't interrupt or impede what they are trying to tell you. Consumers are looking for an exchange of value. If you want to learn more about a consumer, don't ask them to fill out a long survey. Create reasons - like promotions and loyalty programs - to come back multiple times and ask them two to three questions each time. You'll build a profile without scaring them away. It makes for a better user experience and improves the value exchange.
3. Be fun and interesting to spend time with.
We've all heard this before: "Content is king." Motivate consumers with content they're interested in, like healthy living tips, free games, opportunities to connect with others, behind-the-scenes looks, or a chance to influence your next product.
The Home Shopping Network ran a multi-channel promotion for "The Great Gift Giveaway." In PROMO magazine, Amber Minson, HSN's Director of Multi-Channel Marketing, reported that 3,000 registrations were submitted via Facebook with an additional 7,000 registrations through a mobile optimized site. So ask yourself, if those channels weren't available, how many of the registrations would have walked away?
Just as a teenager decides to spontaneously give you fleeting opportunities to connect, consumers want you to build the relationship in small, incremental ways. Be there - in the right place at the right time.
By
Sara Kowal
ePrize