Feb 10, 2013

Clydesdales and Customers

How do you cause a disturbance? Shake up the marketplace?

It begins by tapping into the emotions and psyche of the consumer. Take the Budweiser Superbowl TV spot about the man that raised and trained a Budweiser Clydesdale horse and gave him up to be a part of the Budweiser team. The horse never forgot his trainer, and sought him out by cantering down the street to find him after a parade. They share a ‘hug’, and the consumer feels heart-warmed by their happy reunion. Just about everyone felt touched by this commercial, and thereby touched by the brand as well. Everyone who saw the commercial in real-time talked about it, and many who didn’t see it live, looked it up later on YouTube. This is the essence of causing a disturbance.

While the phrase is often (over) used, it’s hard for people to think outside of the box. I tell them to start very simply. Turn off of your computer, your iPhone or your iPad because the answers aren’t in your screensavers or mobile devices. Tilt your head up slightly and observe the world around you. Inspiration and ideas start with observation. Attend events, business groups and round tables. Most of all, talk to and be inspired by new people.

The ideas don’t have to be earth shattering. They just have to delight the senses or sensibilities of your market. After all, the cakepop is just a really little piece of cake dipped in chocolate coating and held up by the timeless popsicle stick. Just like that, you have take-out cake, a very small tweak to a favourite treat that puts big smiles on people’s faces.

How can you further delight your customer and keep them engaged? What else can you sell to them? It could be a product, a process or a service. So, don’t be afraid to shake it up. Today, more than ever, you have to be engaging and re-engaging your customers with things that are new and interesting.

That’s innovation. It’s as simple as that. Have an idea and bring it to market in a way that delights customers and keeps them coming back to you!

How will you shake up your bowl of oats?

Listen to the radio interview that this article is based on below.