By now, you might see a common theme: service is the key to marketing your brand. These days, people record their favorite TV shows and fast-forward through the commercials. They have Adblock and popup blockers in their web browsers. Many have even switched to satellite radio or listen to their iPod to avoid the annoying radio commercials. These days, it seems it is harder and harder to reach the consumer. Now the consumer decides what they want to receive and search for the products they want when they want them.

In Part 1 I talked about standing out from the crowd by listening to the consumer and providing them with what they need. This is the key if you want them to find you. In Part 2 I talked about the importance of the people behind the brand. So, what does all of this add up to?

Connect With Your Customer and Build Relationships

If we treated our customers like cattle and burned our brand into their hides, do you think that would be enough to get them to come in and buy our products? I highly doubt it. Most people do not want to feel like you own them. Instead, think of ways you can connect with them.

In ELLA, we have discovered that the best way to retain dancers is to include them in our community. Simple things like inviting them out for dessert after the dances or asking them if they would like to volunteer to post flyers. When we invite them to help us, they have more stake in how well the dance does. Of course, ELLA is a non-profit organization. Asking your customer to work for you for free likely will not have the same effect if you are a corporation.
You need to think creatively and find what works for you. We have also found that listing our ELLA events in papers or posting flyers around town are not nearly as effective as making direct contact. When we demonstrate swing dancing in the university dance classes or dance in crowded areas on campus we triple the number of new dancers.

Therefore, my final advice to you when marketing your brand is to find a way to create a meaningful and memorable experience with your customers. If you want to change behavior, you need to enrich your customers’ lives. Think of ways that you can mix the advice from Part 1 and Part 2 to develop this bond with your customers.

What do you think? Do you agree with these ideas? Would you add any other advice?

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