Uncover Your Cultural Capital And Make Some New Friends

You’ve probably read recently that Peter Mayer released a new positioning rooted in our belief in cultural capital. The work we do, from strategy to execution and optimization, centers around unlocking the cultural connections people have with our clients’ brands. And what better place to create culturally powerful work than New Orleans? The city we eat, work and play in is steeped in culture, so we get it. It’s impossible to live here and not appreciate the strength and value of a unique culture and the relationships it has nurtured. Our connection to the culture of our city and the brands associated with it have taught us that you can’t develop marketing strategies by only looking at data and analytics. Big Data may be the “topic du jour,” and yes, it most definitely plays a key role, but throughout time, people have always had a strong need to feel connected: to each other, to causes, even to brands. We believe the strongest connections are cultural. And almost always, the data and analytics will confirm that.

 

Why Can’t We Be Friends?

With the Internet, smartphones and social media, we have the opportunity to develop stronger, deeper, more valuable relationships with our customers than ever before. Instead of speaking “at” customers with a one-way message from behind a television screen or a billboard, brands are asking people to “like” them or to become their “friends” on every social platform. And like friends, they want engagement — they ask us to reply to, follow and share their message. But do brands really know what it means to be a friend? Just like getting to know new friends, being transparent and opening up can be a bit scary — but exciting too. Great opportunities brings great challenges (or something like that) — how do you connect with your customers on a more meaningful basis? You need to think about nurturing more relationships of real value.

I like to think of brand marketing like I do my relationships with my own friends — on and offline. In their simplest form, my friendships (I hope my friends agree) are strong, interpersonal bonds (more than just associations); they’re mutual attachments, ties, links, unions…you get the point. And when I think about it, what brand wouldn’t want a relationship like that with its customers? Looking even deeper, I consider what created these strong bonds I have with my closest friends. What subtle, creative, emotional connections — or cultural capital — exist in those relationships? What makes us connect as friends – is it shared knowledge, attitudes, values, motives?

When I reflect on my friendships, several truths emerge. First, I have a fairly accurate depiction of who I am, what I believe in, what my own cultural capital is. And then based on that, who would want to hang out with me? And of course, who would I want to hang out with? What can I bring to the table that will add value to their lives? Think of your brand and the relationship you have with your customers; ask yourself, what kind of relationships do I really have with my customers? Is it purely transactional or do I treat the relationships with my customers as I would the ones I have with my friends?

 

From Acquaintance to Friendship

All of my friendships have at least one thing in common: None of them began as close friends. We all started out as acquaintances, exactly how most relationships start with brands. But when I find someone who I have an authentic connection with, how do these relationships transform from acquaintance to close friendships? (Long pause.) Okay, I’ve got it.

Relationships need to be cultivated; they take time to build. And to all those brands who are looking for friendship and loyalty, here’s what inspires.

• Be authentic. Be yourself. Be honest. Avoid acting fake. We all get nervous when we throw something out there about our true nature. We then hold our breath, waiting for the response. If someone can’t accept you for who you are, developing a meaningful relationship will be difficult. You simply can’t be everything to everyone.
• Celebrate commonality. Most friendships are started because of some common thread — a favorite sport, a love of books, an appreciation of fine wine, a charitable cause. Understanding, articulating and promoting your cultural capital allows customers to find that common thread.
• Be a mirror. Be the kind of friend you want others to be to you. The best kinds of friends are authentic, compassionate, honest, kind, fair, nonjudgmental and intelligent. Imagine if your brand could harness its cultural capital and be that person for its customers! Think of the customer relationships you are more likely to cultivate if you were.
• Have open lines of communication. Really listen. Being a good listener brings great value to a relationship. Listen closely to what the other person is saying and let them know that you hear them. Customers can provide great insight into your products or services — just listen. Ask them what you can do for them. How can you be a better friend? Share with them what you have to offer.
• Respond carefully. Keep your promises. It shows great respect when you think before you speak. The right response will show others it is okay to be themselves around you and that they can trust you and your opinion. If you’re not sure you can deliver something, don’t promise it. If you say you’ll do something, do it. Customers, just like friends, appreciate honesty and reliability.
• Be empathetic. Making an effort to understand your friend’s point of view can help you communicate with them better. It can be painful sometimes, but I still believe we should start with the perspective that the customer is always right.
• Respect their choices. It is okay to disagree; good friends work through their differences. Most can weather any storm and come out stronger in the end. Close friends are there for you in the easy times as well as the difficult times. Imagine brands going through ups and downs (which they will) with customer relationships like that.
• Admit and apologize. When you’ve done something wrong, admit it. Learn to apologize. Sometimes a friend is upset, and all they want from you is a genuine “I’m sorry.” Apologizing shows that you realize your misstep and that you will try your best not to make the same mistake again. Customers respect that too.
• Express your gratitude. Let your friends know that you value them. Tell them. Write them a note. With my friends, I like handwritten notes. Today, brands have opportunities to create personal connections with and show appreciation to their customers like never before.

You’ll notice it all starts with knowing yourself and being authentic. Uncovering your brand’s cultural capital and communicating it properly will draw customers who, due to their own cultural imprint, are the most prone to need your brand functionally and emotionally. For this set of people, the cultural connection you develop with them will surpass any and all rational buying decisions: price, convenience, etc.

I was recently told by an industry peer that the “key to a successful solution is in the artful collection and organization of the right data.” I agree that we live in an always-on, always-connected environment and that Big Data is critical to successful marketing. But I think it’s also important never to forget the human element. Maybe that’s why I cringe at automated customer service. People like being connected to people. People like being connected to causes they believe in. The strongest bonds are the emotional ones.