Creating Engaging Client Relationships

Consumer brands spend millions trying to make us buy their products. The old adverts simply aren’t enough any more, we need more to persuade us to part with our cash.

Perhaps it’s because we are so over-run with messages that we get confused. Straight-forward adverts have been replaced with lifestyle ads, or viral campaigns that are disconnected.

Check out this recent micro-site for Cadbury Dairy Milk: I am still trying to make the connection. Compare it to the advert I saw at the cinema for Ben and Jerry’s Climate Change College last night.

The key differentiator for me is engagement. The Ben & Jerry Campaign leaves me with a reference point. I can make the connection of eco-conscious ethics, which, in turn, enhance their brand. A drumming gorilla leaves nothing except a regard for the CGI.

Small Business Engagement

And, it’s not just for the big consumer brands. We all have an obligation to create real engagement in our customer relationships.

I get calls from printing companies all week long trying to offer me something the others guys all already offer and price is not the only reason for me to defect.

My relationships with printing partners have been developed over time and the links are strong – I have been engaged and a relationship is in place.

I think I’ve also switched off (to some degree) from anyone trying to infiltrate my general buying patterns. I still like to think I have choice - and Google tells me I do.

This makes it difficult for marketers on two levels:

Engaging new customers and pulling them away from their existing suppliers
Engaging our existing clients to develop a relationship culture

Many companies still don’t think they should be working that hard on either counts. But the rewards are there for those that do and it’s never been easier and cheaper with Blogs, e-mail marketing and social networking.

No one wants to lose a client, but how many of us want to work hard just to keep them? That’s the real differentiator.

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