I’m sure that you’ve all heard the tale of the princess and the frog. In the beginning, the princess despises the frog and doesn’t want to interact with it – especially not to kiss it – but through personal interaction and a little time, the frog wins her over, gets that kiss and transforms into the prince he actually was all along.
In the past, big brands have sort of been the princesses of the retail world. They had all the money, spent it to get attention and this worked well for them. However, as the Internet has evolved and greatly improved ease of communication, the world has shrunk. Today’s consumers expect brands to interact with them on a more personal level.
And that’s exactly what many brands have decided to do.
A recent blog by Chris Brogan breaks down exactly how and why big brands have decided to think smaller. Rather than reaching out to mass audiences, they have realized that a single person at a time may be a better strategy.
The fact that the Internet – and, more specifically social media – has allowed consumers to interact with brands instantaneously and on a personal level has changed the game and levelled the playing field. No longer is it all about “Buy our things because we’re popular!” Today it is more about, “Do business with us because we care about you – and we’re talking just to you… at the moment.” And that’s what creates brand advocates. People love the individual experience, tell their friends and continue to interact.
When consumers display the desired behavior, brands reward them with social media interaction – thus encouraging the behavior and increasing the likelihood of repetition and loyalty. The more the behavior is rewarded, the more often the consumer repeats it.
As Chris Brogan states, the future lies in using all your tools to let your buyers feel as seen and heard and loved and personally tended to as humanly possible. You’ve “gotta take all the sentiment and heart and caring and dedication to the satisfaction of the buyer and deliver on this at a many-to-one scale.”
Consider trying this approach with your operations wherever you can by simply communicating via your various channels on a more personal level. Step up your social media game. Make sure you are monitoring and replying to your customer comments and questions. Thank them for any positive reviews and reach out to them if their review is less than great. You don’t need to spend millions of dollars on a Super Bowl commercial to gain brand advocates… in today’s world, all it takes is some personal attention and recognition.
Author: Ujj Nath
Ujj Nath is the Founder and CEO of myKaarma (www.mykaarma.com), the cloud-based conversational commerce software that’s revolutionizing the auto service industry. He has 25 years of experience as an entrepreneur and automotive industry executive. In 1990, prior to myKaarma, Ujj founded Syncata, a major provider of business consulting and systems integration services. In 2004 he successfully negotiated the sale of the company to ProQuest Business Solutions (NYSE: PQE), which was subsequently acquired by Snap-On Tools (NYSE:SNA). At Snap-On, Ujj was Vice President of Global Accounts and headed the Professional Services Organization for Snap-on Business Solutions. He can be reached at firstname.lastname@example.org.