If Ben Franklin lived in today’s advertising world, his wise words may have sounded something like this: Tell me and I’ll forget; show me and I may remember; make me smile and I’ll be your best friend forever.
Sure that makes sense but can brands create that truly, genuine smile on a consumer’s face?
The answer: Be creative in letting them know that they are not just a number.
What you need is a hook – something that hasn’t been done before. Something that is so simple, yet so incredibly human.
Contests on Twitter and Facebook don’t necessarily attract loyal brand fans — especially not in the current social media world where brands are constantly using contests to grow their Twitter follower-base or get more “likes” for their Facebook page.
Will these so-called contest winners be the best advocates for your brand? The answer is “No”.
What matters isn’t the award-winning campaign, or the thousand likes on your Facebook page, but rather it’s figuring out how to make a real connection with your consumer.
How do you do this?
Start by thinking about who your followers are.
Continue by thinking about what will make them smile.
This is your brilliant creative strategy.
Can a brand use social media to create a surprise and make a small difference to someone’s day? KLM did.
As we think about how to make brands stand out and make a blink, remember this quote from Peter Seeger (singer/songwriter),
“Any darn fool can make something complex; it takes a genius to make something simple.”