Connecting with consumers at the moment of truth

Increasingly we are working with brand teams to change their approach to innovation. We are trying to get them out of seeing product development, and in particular new products, as the only way to innovate. The other form of innovation we love is MARKETING INNOVATION.

In the world we live in (busy, over-crowded, online blah blah blah) it is harder for brands to stand out. And a great way to have more impact is more effective and targeted marketing. In particular, connecting with consumers at a moment of truth, when they are thinking about your category, and most open to brand ideas.

Here is a great example of this from the Inspired Thinking blog, in a post called "Through the belt thinking" (as opposed to "Through the line"):

"When are frequent (air) travellers most engaged with their luggage? Essentially five key moments: At the time of packing, At the time of check in , while putting or taking out cabin baggage from overhead compartment, when waiting at the baggage belt to collect checked in luggage, when wheeling their luggage on a trolley on the way out of the airport

Of the 5 moments of influence above, the baggage belt is the most promising as people are idle and looking at the belt and other people’s luggage. In the case of the other four either the engagement time is short (e.g. overhead compartment ) or your attention is elsewhere ( e.g. when wheeling the baggage trolley) or there is limited communication opportunity (e.g. when packing at home).

What can we do potentially with the baggage belt? It is the perfect place to talk about luggage. The messaging possibilities are immense. Other categories ranging from casinos (see below), cars to computers already use it. See some examples here (Note : Link  includes store check-out belt ads also).

If we are really thinking big then one can  own  the baggage belt and signage around it just like HSBC does with the aerobridges to bring alive the idea of ” the worlds local bank” . This will require a long-term commitment to get a good media deal. Samsonite as a leader brand would be an ideal candidate for this.

This 'through the belt' opportunity is perhaps a better use of money than opening luggage shops at airport, where you are competing for attention with so many other categories and shops for the traveller’s atention."

Other examples of consumer connection:

- Rexona deodarant putting ads on the hanging handles on tube trains, when you have your arm up and your armpit exposed (ugh)

- BMW giving sales pitch for a new car out as a CD to listen to in your (crappy old) car on the way to work

Comments

[Chiyoko]

I got this belt clip with my OtterBox Defender case for my iPhone 3GS. The belt clip DOES NOT HOLD THE PHONE SECURELY, so the belt clip is EXTREMELY prone to dropping the phone. In the six or eight mohnts I've had the Otter case / belt clip, I've dropped my phone due to my own clumsiness ONCE, but the phone has hit the deck because this lousy belt clip dropped it maybe 99 times, including once in the toilet! Because the Defender CASE is so amazingly effective, my iPhone lives unscathed, with nary a scratch, but (oh the irony) the OtterBox BELT CLIP is by far the single greatest threat that my iPhone faces. The BELT CLIP warrants NO STARS, zero, zip, nada, nil. The design of this belt clip is simply a failure. First of all, unless everything is absolutely perfect, the Defender case does not snap in to this belt clip. If any part of (sides or bottom) the Otter Defender silicone cover is not perfectly fit onto the case and properly closed up, or if any small bit of your clothing fabric gets into the mix, the phone will not lock as it goes in to the belt clip. Since THERE IS NO FEEDBACK as to whether it's locked in the only way you find out it's not locked in is when the phone falls on the ground or floor (or in the water). Even when it does snap in, it's not a very strong hold, so any very significant jolt or bump or movement or any halfway decent excuse and this worthless belt clip will drop your $5-6-7-800 worth of iPhone careening onto the concrete. Finally, the clamp that actually clips the holder onto your pants has a locked open setting. I have no idea what positive purpose of this design was intended for, but in practice, it tends to lock open when you do NOT want it open as you are bending and moving and so forth, so again, the whole thing is likely to drop off your waist and (again) hit the ground. I strongly recommend the Otter Defender case, but think people should know that the belt clip that comes with it works to the exact opposite direction of protection. I've had it with this belt clip, it's junk. I'm throwing it away and am going to look for one that actually that holds the phone.

[Lizainal]

In some airports they have lines drawn in the capert for people to stand behind. No one does this of course but still its an effort. I actually always stand back and as soon as I see my bag I just wiggle in.Why are you in an airport? You're not leaving Russia yet are you?

[Mogul PR]

The baggage belt signage is genius. It connects with the consumer at the perfect time to create a "brand experience." Nice post.

[Free Movies Online]

Thank you David for great post ! I always write very good. I am feeling glad while reaidng your post ! Keep it up !

[rexona philippines]

Everytime i go to go grocery, I always see rexona deodorant, I have seen costumers buying rexone that is why I ask my self that maybe this person have a body oder that is why they buy it. Thanks for the links.

Jason Zenteno

[asit]

Thanks for the link back to my blogpost David. Pleased to learn that you visited it. Need to be more regular about posting now :))). Cheers. Asit