26April

Using the same characters, the below is an example of how most brands attempt (and fail) to maintain a relationship with a consumer after engaging them at a live event.
Danny (Brand): Thanks for participating. Glad you enjoyed the experience.
Jayme (Consumer): I really love your brand!
Danny: Can we get your email to send special offers and events info?
Jayme: I’d rather not. Last time I gave out my email they bombarded me with spam. Maybe I could “Fan” you on Facebook?
Danny: Email is easier for us.
Jayme: But not for me. Thanks anyways—Bye!
Agencies classify consumers by tracking and studying their habits. They skew and segment them into every conceivable form of end user; picking apart lifestyle traits, spending routines, trendsetter tendencies, etc. This allows agencies to sort people into groups of loyalists, influencers, early adopters…or other colorful tabulations.
No matter how consumers are classified today, they have one thing in common that will keep brands guessing: freedom to change “preferred methods” of communication—any time.
Brands typically provide one type of communication branch to consumers to keep the conversation going after live event engagement. Unfortunately, this inflexible approach engages some consumers, but alienates many more.
To survive the consumer conversation, I’d recommend most brands/agencies start and maintain a relationship during and after a live event with these key points in mind.
Be Adaptable. Use whatever communication tool your consumer may be using. This earns trust by proving a brand embraces a consumer’s preferred method of communicating.
Let Consumers Decide. The smartest brands embrace their own branded social media sites and also the social sites of their pied pipers. Let the consumer continue the conversation on their own terms.
All for One. Come to grips with the fact that people across all demographics are using every form of communication possible. Sure, maybe not all with you, but nobody just texts or simply tweets.
It’s Not You, It’s Me. Go after your audience, of course. But it’s also imperative to give them an easy roadmap to connect with you too. The experience shouldn’t be more about you – the brand, but about them – the consumer.
Friendship is Reciprocal. We’ve all lost friends because we didn’t stay in touch. Once the conversation starts, keep them interested. Update, tweet, and don’t make promises you can’t keep. Did you promise special offers IF they sign-up or add you? You better hold up your end of the conversation.
The days of a consumer easily sharing their email address and name are almost gone. Many people prefer to “Friend” or “Fan” a brand for exclusive news and fan/friend discounts (please post an update at least once a week). And don’t forget mobile. The real-time, onsite information at any event can be an amazing experience for your consumers, if you’ve thought your mission out.
There are so many opportunities for your brand to extend engagement. This is just the beginning of a great conversation. Now go on, talk amongst yourselves.
Article from my friends and partners of Attack Marketing group.