Gossip can save you
Trusting outside of the comfort zone… new ways of doing things… people, places or brands you don’t know, is not natural to us. Despite it’s somewhat toxic and unhealthy reputation, we thrive and survive on gossip. Sharing something that is (no longer) secret is our evolved way to create a stronger bond of friendship, create intimacy and trust, and validate someones’ place in our life.
Gossip can save lives says The Economist, which notes that “Many aid organisations working in poor communities find that people won’t accept vaccines because they don’t trust outsiders” - so creating successful behaviours relies on 1) Community, and 2) News worthy of spreading. For the marketers’ that means give your consumers a way to talk and a story to share.
Is successful selling really that simple?
Trusting outside of the comfort zone… new ways of doing things… people, places or brands you don’t know, is not natural to us. Despite it’s somewhat toxic and unhealthy reputation, we thrive and survive on gossip. Sharing something that is (no longer) secret is our evolved way to create a stronger bond of friendship, create intimacy and trust, and validate someones’ place in our life.
Gossip can save lives says The Economist, which notes that “Many aid organisations working in poor communities find that people won’t accept vaccines because they don’t trust outsiders” - so creating successful behaviours relies on 1) Community, and 2) News worthy of spreading. For the marketers’ that means give your consumers a way to talk and a story to share.
Is successful selling really that simple?
Find the biggest gossips, and ask them to share the news. That’s almost every companies’ approach to influencer marketing. Except… if you know someone is a gossip, and being paid in sponsorship, discounts and perks, you don’t always believe them do you? Hence, the rise of ‘authenticity’ says Vanity Fair - the right influencer must come coupled with a self-awareness that identifies with your audience to be successful. These would be your ‘micro-influencers’ and Business Insider has been advocating them as a tool of gossip since 2016.
There is no better influencer than your best customer - and no better gossip than recommendations. Do you know who your best customers are? Do you know who your networked best customers are? Customers prepared to advocate for your brand simply by virtue of brand love and usage are highly valuable. Take the time to identify those who have active, strong networks (you may have only a handful), create an extra-special CRM programme for them with exclusive content based on stories worthy of sharing and watch them animate their communities (better yet, give them a community to animate).
The words ‘carriers’ or ‘super-spreaders’ may today conjure up images of those who could damage our health - but tomorrow our ‘customer carriers’ could well be our ‘go-to’s to launch, test, trial or drive uptake of that very-special-secret-no-one-else-knows-about-yet (sssh - don’t tell anyone).
*All views my own*
Sources:
https://www.economist.com/1843/2020/08/09/nothing-to-speak-of-the-horror-of-a-world-without-gossip
https://www.vanityfair.com/style/2020/04/influencers-coronavirus-arielle-charnas-escape-new-york
Enter Generation C
First came Traditionalists, then Baby Boomers, and then the letters; X, Y, Z. And nows comes… C. Whilst the term ‘Gen C’ has been used since 2013, it only now (predictably) seems to be picking up traction.
These will not just be your “Created-during-the-time-of-Covid” Babies, these will also be your Covid-Affected Consumers, defined by The Atlantic as: Careers derailed, finances shattered, social lives upended.
Have you evolved your email segmentations to identify Gen C?
First came Traditionalists, then Baby Boomers, and then the letters; X, Y, Z. And nows comes… C. Whilst the term ‘Gen C’ has been used since 2013, it only now (predictably) seems to be picking up traction.
These will not just be your “Created-during-the-time-of-Covid” Babies, these will also be your Covid-Affected Consumers, defined by The Atlantic as: Careers derailed, finances shattered, social lives upended.
Have you evolved your email segmentations to identify Gen C?
The changing behaviours’ of Gen C should mean a change in marketing. Maybe you will need to nurture them for longer in Prospect state, adopt a hopeful, reassuring tone of positivity, showcase entry-level price points and extend time within current loyalty tiers - as done by Air France in a Special announcement.
Adapting email messaging by Generations is easily done by segmenting according to date-of-birth. Business Insider reveals Gen Z/Baby Boomers are more likely to be ignoring Coronovirus rules/distancing (= email strategy; carry on as normal) whereas Millennials/Gen X are “changing their behaviour more dramatically” (= email strategy; mindful messaging).
Finding an email segmentation that encompasses (1) purchase behaviour/intention, (3) engagement state (2) language most liked (4) attitude to shopping is challenging at the best of times. Here we have one that could both work, and evolve with the times. Perhaps worth a test?
*All views my own*
Sources:
https://www.theatlantic.com/health/archive/2020/04/how-coronavirus-will-change-young-peoples-lives/609862/
https://www.businessinsider.com/coronavirus-generational-effects-millennials-gen-z-baby-boomers-2020-4?r=US&IR=T#baby-boomers-are-trying-to-socialize-with-their-friends-and-hoard-supplies-4
Stop saying “We are here for you”
A quick search of my inbox revealed 94 messages since the end of February with the subject line: We’re here for you. Senders ranged from banks (expected) to outdoor sports events (less expected) to a winery visited 3 years ago (not expected).
Now you’ve said that, what’s next?
A quick search of my inbox revealed 94 messages since the end of February with the subject line: We’re here for you. Senders ranged from banks (expected) to outdoor sports events (less expected) to a winery visited 3 years ago (not expected).
Now you’ve said that, what’s next?
Mindful Messaging and Segment Personalisation, is the next says Persado. First, recognise the different needs within your consumer groups based on their intents and behaviours. Second, build consumer segmentations based on these need states. Third, message accordingly. Litmus agree - why message all your consumers if your message concerns a specific geographic area?
What’s good about this? Are the 4 words Forbes suggest asking, which will indicate to us the positive message to play in any life challenge. A crisis situation is never good - but asking these words can highlight what content to deliver, where to reassure, and of course reminds us to be grateful we have People and show gratitude, appreciation and community spirit.
Remember - stay relevant, be careful and remain sensitive: We are not in a business-as-usual moment, your People’s lives and their interactions have changed dramatically. It may not be wise to send emails themed This is your lucky day - rather, saying Have an impact without leaving home (ShareTheMeal) or Working out While Staying In (The New York Times) may resonate more with your audience.
A strong email is relevant, personable and actionable, in an easy to read format. True now, true always.
*All views my own*
Sources:
https://litmus.com/blog/6-tips-sending-effective-email-crisis