The methods to reach consumers have expanded over time and consumers have grown tired of the proliferation of advertising and marketing intrusions. Hence, the popularity of TiVo, Pop-Up blockers, Opt-Out and Do- Not –Call. Yet, consumers will respond to marketing initiatives that humanize their experience with the brand and establish a personal and meaningful connection.

The current marketplace offers many innovative ways to establish a positive connection through advertising, in-store, on-site events and the web.

1. Advertising: My list of the top Super Bowl ads includes Coke-“Mean Joe Green”, Budweiser Clydesdales “Respect” ad, the subsequent “Heroes” ad, and the most recent 2009 Budweiser “Fetch” ad. They all have an “emotional” human component as do the Hallmark commercials for special occasions and any commercial that makes me laugh or just plain feel good.
2. Technology: Brand-specific web sites that allow for customers to build cumulative value over time, surveys, loyalty club, tell-a-friend, and community. Connect with consumers on multiple levels and encourage frequent, habit- forming interaction. Many marketers encourage consumers to “enter once a day” for the duration of a Sweepstakes program to bring them back to their site.
3. Retail: The Intellifit Design Studio is a pop-up store that includes a virtual fitting room, samples of products and swatches for look and feel, customers can create and purchase custom made products –both off-line and on-line. More at: http://www.it-fits.info/CustomApparelCenter.asp. Another custom site is: IndiDenim.com. Trendwatching.com talks about British clothing chain TopShop that has installed self-photography. Customers can check their pose in a large mirror and receive a digital photograph. Build-A-Bear Workshop allows consumers to create their own bear and other stuffed animals by choosing stuff, stitch, fluff and dress: http://www.buildabear.com/aboutUs/contactUs/findastore
4. Experiential: Experiential event marketing is effective across many product categories and across gender and age. Destinations include shopping malls, local fairs, concerts, sports arenas, transportation terminals and heavily trafficked rush hour locations. This marketing tactic allows consumers to participate in an “experience” where they can try a product in conjunction with some form of entertainment or event with friends. Cell phones (text-messaging campaigns at select venues), cars (parked outside lifestyle events and venues) or special invitation test -drive venues that include food and fun are some examples.

Personalize my experience with your brand. Emotional and meaningful connections will build brand loyalty and should guide marketing initiatives.

Post via Marden-Kane Vice President Rosemary Stein from our Chicago office. Rosemary can be reached at Rosemary@MardenKane.com.