I’m going to talk about one little act of brand humanization by a big blanket brand. Since it was done as an experiment – we got some kind of cool data to share….
It turns out that Humanizeing brands has measureable effects – particularly on engagement. If we tried to make our people more real as personal communicators, would our audience engage differently.
Brands are neutral holding accounts – what matters most is they experiences stored in to them. But that’s the whole companies focus – a mosaic a customer experience, product success, advertising, and reputation on the street. You’d think this is a benefit – but there’s an issue.
AM idea – if you don’t humanize you’ll be humanized!-- the Boston Celtics telemarketers are encouraged and start relationships as “your friend in the back office”. They’ll help you get the tickets you need. The telemarketer gets empowered to build a relationship.
I used to work for what we could call “big blanket brands”. Interchangable anonymous marketers would provide copy you could play buzzword bingo with. (make them the hero) We needed to break through the clutter of nameless marketers and faceless brands – and we did it WITH people. We proposed bring the people who personally represent us to client out more front and center. So we tried an experiment.
And we did this in our primary communication vehicle – a newsletter sent to 20.000 clients. One simple proposition:Would putting a face to a name change how the communication was used?
48% increase for first click – 63% increase for total clicking. They engaged more with the picture.
And it continued to matter. When they got wind that clients engaged 50% better with a photo – our control group demanded we stop people started kicking in more personal content. Since their picture was on it, the senders got more engaged too!!!
But im PERSONALLY not abut selling with charisma. I’m about service. If you that, facts will accumulate, opinions will change. Especially when people see that their image and name “their right of publicity” is respected.
In both cases this communication was part of a personal exchange.
Humanize Brands: Put a Face to Your Name
Humanize Your Brand with Relevant People<br />Dave Wienekewww.usefularts.us@usefularts<br />Director of Digital Marketing<br />Sokolove Law<br />
Who Is In Charge of Brand Insurrection?<br />There is to VP of Disruption.<br />You’ve been here for five hours,this change is probably in your hands.<br />2<br />
Brands are holding vessels<br />Customer experience gives brands meaning<br />Customers create their own media –Humanize or be humanized!<br />Truth: Brands don’t make their own love.<br />3<br />
The Age of the Monolith Brand is Done<br />Its better to be the man behind the curtain than OZ.<br />4<br />
Put a Face in Front of the Brand Name<br />Personalization<br />PERSON<br />Maximized learning by using a control group. (just the impact of one photo!)<br />6<br />
Putting a Face to a Name.<br />Seeing Who Sent the Message Matters.<br />4.2%<br />6.2%<br />48%<br />Clicker Rate<br />Total Click Rate<br />6.0%<br />9.8%<br />63%<br />7<br />
Persistent Advantage Made Our Control Group Demand In<br />8<br />
If You’re Going to Do This<br />Men and Women View the Use of Personal Image in Marketing Very Differently.<br />Respect Individual Right of Publicity.<br />Insist on Professional Photos.<br />Don’t Let Marketing Glitz Interrupt Personal Relationships. (text personalized emails rock!)<br />Simplicity is the Good Manners of our Age.<br />9<br />
Blogging and Tweeting on the Future of Digital Marketing<br />Tweet: @usefulartsBlog: www.usefularts.usEmail: firstname.lastname@example.org<br />Special thanks to the digital marketing team at Sokolove Law,and to the fantastic community at #BrandsConf & #140Conf<br />* Disclaimer: opinions expressed are mine, trademarks belong to their respective owners.<br />I’m not a lawyer but I help market them on tv. This presentation contains no legal advice or opinions.<br />