I often wonder if there is such a thing as a “boring brand”. Sure we have exciting, innovative and even “cool” brands – these are easy to spot. Big budgets. Celebrities. Airplanes. But not all of us work for or with these kinds of brands.
And that is the real opportunity. But to understand that opportunity, there are three steps you must take:
1. Think beyond your product
It may be your job to evangelise your product, but the challenge for social media is to step outside of your comfort zone. Rather than thinking of the product you are selling, think of the problem you are solving for your customers.
One of the best examples that springs to mind for me is an old NRMA ad where the product being sold is roadside assistance. A middle aged couple are dressed up, driving to an evening at the opera. Along the way the car stops in the rain. He has forgotten to renew their roadside assistance insurance. While attempting to fix the problem, somehow the hapless gentleman removes the distributor cap and attempts to hide it in his tuxedo while his wife hits him with her handbag.
What is the ad selling? Not roadside assistance. Not even insurance. It’s selling peace of mind for all the non-mechanics out there.
2. Build customer relationships
Given that customers these days buy in their own time (not just when suits brands and marketing campaigns), we need to find ways to build customer relationships ahead of the buying curve. Learn to speak the language of your customers. Participate in their activities. Show that you “are one of them”.
This is something that startup Canva do exceptionally well. They manage to balance on the one hand, a community of designers; and on the other a growing community of business people who need graphic design for personal or professional reasons. It is clear through their Canva blog and their Design School that “sometimes you win, sometimes you LEARN”. And the more you work to bring both together, the more value is created in and around the Canva platform.
3. Advocate for your customers
As shown in this interesting infographic (below), Tampax’s Awesomely Active Girl Challenge was a great way to engage women, encouraging them to remain active during their period. But it’s not just a matter of encouraging activity – it’s about being “awesomely active”.
As brand ambassador, surfer, Bethany Hamilton explained during the 2013 campaign, “I am happy to be partnering with Tampax Pearl Active because they offer high performance protection for high performance girls just like me who would never think of letting their periods keep them from hanging ten or biking hard. This contest is all about cheering on each other and celebrating those active moments when all eyes are on them”.
