Engagement is the cultivation of a relationship between your consumer and your organization. The deeper it is, the more loyal your consumers are.
To deepen engagement you need to have three well-developed components in place:
- A Brand Story
- Communication Strategy
- Measurement of Analytics
These three concepts may sound broad, vague and a little like conference room power point speak – and maybe they are, but the reality is much more personal. Think of your most intimate relationships. Pick one and look at the trajectory of it from the beginning.
How did you introduce yourself? Did you wear a suit or a tank top? What parts of your personality did you accentuate? That’s very similar to a brand story. It’s presenting yourself so consumers perceive you in a specific, intentional way.
What did you talk about? Were you funny or serious in tone? What was important for the other person to know about you? Also, what did you avoid talking about? That’s very similar to a Communication Strategy. It’s conveying the messages you’ve decided are important.
How did you gauge their reaction during conversation? Did they laugh at your joke, did it fly over their head? Were they distracted by their phone or ask a lot of questions? Did their facial expressions or body language indicate that you should change or expand on the topic? That’s very similar to Measurement of Analytics. It’s knowing how your consumers are reacting to your communication and adapting accordingly.
If any one of these components is missing, you won’t deepen engagement, nor will you grow share of wallet or loyalty.
In fact, you’ll actively weaken engagement. At best they’ll perceive your relationship as robotic or transactional. At worst they’ll perceive you as uncaring or oblivious.
We collaborate with you to develop real engagement with your consumers that reaches the heart as well as the head. We create memorable, persuasive messages making consumers more likely to try, buy, or switch.
That’s because we understand that people tend to make decisions on an emotional level. Heart first. Afterwards, we’ll use intellect to gather the facts and figures that rationalize and bolster our decision. Sound familiar?
When was the last time someone persuaded you to try something new? The new restaurant on the block, a new detergent, a new electronic gadget. Think about it. Was it their information and facts that swayed you? Or, was it the emotion in their face, emphatic body language, and excitement in their voice. They made you want to.
Most advertising only reaches the mind and maybe the funny bone. The top brands build engagement by delighting the senses, engaging the mind, and affecting behavior.
Call us to help you create loyal, consumers who purchase your product or service – not because of price, rates or coupons, but because they’ve associated it with a deep emotion, and successfully integrated it into their lifestyle.