Marketing in moments

It's been a minute?

I recently read The Power of Moments by Chip & Dan Heath and it affirmed something really important.

Moments should be right at the heart of a brand strategy.

If you focus on reaching goals, you miss the moments.

If you obsess about the numbers, you miss the moments.

If you let strategy dictate, you miss the moments.

Creating moments between a brand and a customer generate intrigue, engagement, loyalty and sharing.

But what does that look like in reality and how do we use moments to our advantage in brand strategy?

?? Customer first - no exceptions. Think 'what can I do to delight a customer today' not how many customers do I need

?? Make it more fun. Think like a kid - gamify, reward and play.

?? Take part in the conversation - what are your customers and your community talking about?

?? Give back - be generous with your time and expertise and make people's lives easier and better

?? Be honest - if something didn't go to plan, fix it publicly rather than offsetting in quietly.

?? Think loyalty not ROI - choose actions and tactics that create long term relationships not hit monthly targets.

I bet you can think of something a business did recently that went above and beyond - and I also bet you couldn't pin it to any of their strategic goals - yet the brand value was huge.

Until I see you out there,

Catherine.

Founder and Momenteer, The Plot.