consumers do not often remember messages, they remember moments and experiences. when a brand connects with the consumer on an emotional level; the consumer will remember a special moment that relates to them or they have experienced themselves.
taking it back to the roots and forgetting about being too creative is a good way to communicate and connect on a personal level with consumers.
effective communication between a business and its consumers is a key way to ensure their consumers feel valued. Business must always look for ways to communication with their consumers in a way that they will understand and like. There are 3 key ways that business can begin this process:
Effective listening - everyone can listen but listening and looking for points of difference in the consumers thoughts/opinions is something that not a lot of businesess do. Listening to the consumer and making them feel heard strengthens the relationships between business and consumer - leading back to brand loyalty and customer satisfaction. It can also be positive for the business as it can help to spark new and innovative ideas to the table.
Understanding - it is all very well for a business to listen to the consumer, buut if they do not understand what the consumer is saying or asking; they might as well not listen. Being able to listen without 100 other things on your mind opens you up to be entirely focused on the consumer. A business may get negative feedback but there is always something positive that can come from this; helping to grow the business.
Give Back - Once a business had heard and understood they need to follow through and act on what has been discussed. The biggest downfall for a business is to overpromise and under deliver.
As noted in a number of recent market research reports (Canadian Business Sustainability Challenges 2012; Unilever’s Five Levers for Change; RILA’s 2012 Retail Sustainability Report), communicating the benefits of sustainable behavior so it...
Kate Corkery's insight:
creating a more sustainable business through effective communication is the ideal. Being able to do this on a more personal level is even better.
consumers want to feel needed and wanted. If their requests/thoughts/complaints are heard and acted on; trust is formed. this creates stronger brand loyalty and gives the brand a positive image.
To be able to create a 'change in action' successfully; a business must first see what their ideal consumer wants and put this into action. People like to buy the things they want; especially when a brand they love has created it. Step 2 is to find the most effective way to communicate changes to the consumer. This could be anything from tv, newspaper, bilboard, online and more. Which is more effective for their consumer - thats up to them.
creating a tool for effective communication is essential in creating and maintaing a sustainable business.
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