Once again, it’s Thanksgiving here in the United States. There will be thousands if not millions of missed opportunities to build additional brand equity and loyalty with consumers during this time of year. Why? Because the focus, as usual will lie upon a foundation that is not human, but rather robotic, commoditized and automated. It is this time of year that consumers “expect” the biggest discounts and sales known to man. They expect to get a lot for “next-to-nothing”. Millions of consumers rushing out, seeking the best bargain. Products and services everywhere… commoditized.
Now, there certainly isn’t an issue with taking advantage of bargains as a consumer, or brands delivering great bargains. It’s nice to have perks every once in a while, especially if the perks can save consumers money and if brands can receive a little bump in revenues. However I do believe there is an issue with cultivating the consumer mindset of commodity, commodity, commodity. This mindset is further shaped by media outlets who are expressing that brands (especially retail) must move the needle during this time of year or face utter doom to their existence. The issue greatly doubles when this mindset is coupled with the lack of focus on consumer experiences during such an important time of the year. So what is a brand to do?
I’m going to list 2 things. Why only 2? Because these 2 things should be enough to seriously kick-start the human side of any brand before this year is completely out. Albeit time is short, let’s not forget the month of January.
1) Focus on consumer experience: Millions of consumers will be looking for something this time of year. Anything to catch their attention. But don’t waste such an important time of the year or blow great opportunities by only tossing out discounts and coupons. There is much more that can be done. Develop ideas that change the consumer experience. Change the way consumers interact with your brand on location. Don’t just email more discount spam. Email something valuable, or entertaining on a consistent basis. Make it game. Do something out of the ordinary within your store besides “holiday decorations”. Live a little. Have some fun.
2) Pay attention to the holiday: Thanksgiving is pretty much here at the time of this article. I’ve yet to receive anything from any brand I’m “subscribed” to that has thanked me for being a customer. B2B OR B2C. But I can’t count the number of discount offering emails I’ve received so far for all the specials and deals everyone is having. How about a genuine Thank You? Signed by everyone in the organization? Okay, it can be a digital signature but you get the gist. Is it too much to ask to show how much you appreciate me? News-flash! I don’t HAVE to be YOUR customer. Too many brands are completely missing the point of the holidays and are thereby missing opportunities to connect with consumers. Show some heart. Recognize the holiday. Stop being so robotic and disconnected.
Those are my 2 tips. If you have more, share them!
But for now…Go Be Human! And be quick about it.
