Happy Valentines Day to everyone! World can be really crazy, all the more when you think of emotions generated by brands.
But how can a brand react to passionnate customers ? Can a brand be passionate or inspire love?
Do we have to tatoo our best customers?
If you consider that web users can switch from a website to another in a few seconds just because you did not catch his/her attention, people taking time to have theimselves tatooed is an amazing!
These guys, they just want to hear about you. You already have their attention. So you have to keep it!
As a result, it’s not about how you can generate things to them but how you can understand their needs and take care of them!
Don’t yield to the temptation of infobesity and opportunism
Infobesity is a huge risk. What if tomorrow every single brand decides to communicate about Valentine’s day?
Over communicating, or beeing too opportunistic can create at the end, unsatisfaction by communicating without having a clear vision of whhy they communicate.
Valentine’s day during the week-end has been an important moment for brands in order to be more promotionnal… maybe too much?
I was really amused by this Twitter account proposing to replace the gifts received during the day by goodies with the club’s logo. I must confess I’m a big fan of this soccer team but… eriously??? It’s Valentine’s day not Christmas!
Quality and relevance are essential
Time has come to create qualitative content that really matters and not only take the opportunities of some moments during the year in order to create a communication plan.
Of course these moments can be good levererages in order to gain some exposition but if you are part of it, I reasonnably think it’s better for your image. Sorry but your brand may not be Godiva… and you’ll have top accept it!
If you cannot be clearly linked to that special event, then you must be really good if you want to be visible and if you want that visibility prooves to be really valuable for your customers! Because what matters most is to create enough engagement with your customers for giving them a good reason to come back on your Page or Website!
My favourite brand must be a partner
And sometimes you also have to try because it is how you can learn things and improve it!
And finally it’s all about undertstanding that communicating on social media is not only about selling. But raising awereness, improove your brand recognition and to manage to create a relationship that matters to your customer.
The brand becomes a partner. And this is this partnership that create the will to come back at your shop .
Have a look a Topshop and Topman, it’s not only about saying that you’ll find the perfect outfit for your date, it’s also saying we understand you and can be with you in some of your moments in life:
But if you went through the all video, you’ll understand that now Topshop and Topman should invest in a “cat rental service”! 🙂