The best marketing starts with a good conversation

I’ve always believed that the most successful brands are those that connect in real ways with their customers. I have always been most loyal to the brands with which I’ve had a positive interaction. I choose (and usually stick to) whatever brand has connected with me in some way – be it historical, personal or simple taste.

It’s possible I’m more brand loyal than the average person. But ultimately most people take their experience with a brand into consideration when they make their buying decisions. This is a guiding principle for how I approach the business of communications. It’s all about making the right connection. Sparking the right conversation.

Lasting Connections Made Here

Before the emergence of social media, accomplishing this connection was often challenging and expensive. But today, smart brands that embrace social media engagement – and utilize it to build authentic communities as one part of a targeted grassroots marketing/public relations campaign – can build their brands in ways only big companies with massive budgets could before. Sure, this engagement can be scary to some. But the reality is that brands are being talked about every day – on and off-line. So there is a great deal of benefit to engaging with your fans – and your detractors, too –  in a way that makes a positive connection. Call it controlling the chaos – and turning it to your advantage.

How do you make a lasting connection? Good product and service is the point of entry, of course. Focused, relevant, honest and authentic two-way conversations solidify the relationship.

Why do it? Because nothing beats loyal customers. They’ll come to you until you convince them not to. And, well, we all know it’s more cost-effective to keep your loyal customers than to find new ones. Never mind that today your loyal customers will sell  your product and services for you.

What’s required? Knowing the soul of your brand. Knowing who your customer is (no, it’s never “everyone”) and understanding what they customers want. And having the fortitude to let your customers help shape your brand into what makes sense for them.

So what’s my role? Helping you accomplish all of the above and more. Let’s spark a good conversation, hmm?