“Getting past the Doorman”
Agencies and brand teams talk a lot about “inviting the consumer into the brand world.” Like they were standing in line, out there in the cold, behind the velvet rope, waiting for us to decide if they are worthy for admission. Fine if you’re the hottest new spot in Soho; self-deluded for most brands.
News flash: we’re the ones outside in the cold, waiting — hoping — the consumer will invite us into their world.
The question is, how do we get past their internal doorman? The old fashioned way: we earn it.
How? Earn their respect. Answer: Know. Embrace. Celebrate. Elevate.
Demonstrate that we know, really know them, their lives and their values. Demonstrate that we share and embrace them: their values, their lives, their dreams. Celebrate them: be proud to be seen and recognized in their presence. Then do the most important thing: elevate their lives. Take hold of something that really matters to them. And make it better.
After all, they are our customers. Their patronage pays our salaries. It’s time every brand we manage learns how to say, “thank you.”