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Heightened Customer
Involvement is the Advertising Mantra of Today
“A customer is the most important visitor on our premises; he is not
dependent on us. We are dependent on him. He is not an interruption in our
work. He is the purpose of it. He is not an outsider in our business. He
is part of it. We are not doing him a favour by serving him. He is doing
us a favour by giving us an opportunity to do so.” This popular quote
by Gandhi ji is still relevant today.
The question is: do businesses understand and follow the valuable
philosophy behind it?
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Seeing the latest
trend, we can conclude that a definite shift can be seen in the
mindsets of businesses who are making efforts to
connect with their target customers through innovative
campaigns that involve them every step of the way – right from
designing slogans and tunes, to suggesting their choice of flavours &
getting featured on the wrappers and packaging of their favourite
products.
Whether or not
customers are given the importance and respect they deserve by the
salespeople and
over-the-counter sales staff is a different matter
altogether.
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Customer Involvement Saves the Day
In the midst of unending
brand clutter where every Company is working towards staying on top of the
customer’s mind, customer involvement strategies seem to be the best bet
for most businesses. This is clear from most
Advertising campaigns being aired on
television nowadays.
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Companies are now
slowly moving away from the
celebrity-endorsement obsession which took precedence over
every other concept sometime back and are willing to try something
totally unique – offering the end customer the opportunity to take on
celebrity status by getting involved, showing their love & loyalty for
the brand and becoming a part of the brand’s presence by sharing their
innovative ideas.
After all, who doesn’t
like recognition or the chance to meet their favourite stars
especially when all you need to do for it is to show your creativity &
share your ideas? User generated content is
the mantra of the day and judging by its popularity, it is here to stay! |
Some good examples of
brands which are going out of their way to involve their customers in
their concepts, promotion strategies and image building exercises include
Maggi, Nirulas, and Lays Chips, etc.
Heightened customer
involvement is bound to create an emotional connect with the brand which
can work wonders in building customer loyalty, a must have for every
brand.
Contributed By :
Akanksha is a
freelance content writer. An Advertising graduate, she writes Research
based Articles on topics ranging from content writing, travel, home
improvement etc.
akanksha.sinha@gmail.com
Content
Writing Services, India |
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