How to Connect with Customers and Enhance Brand Relevance
Mass communication is everywhere, making it hard to grab people’s attention and cut through the communications clutter. A recent study found there are over 2.5 billion email users today and each user receives an average of 130 emails a day. So how do you separate your emails from the spam?
Airlines have had the most success in utilizing social media and digital outlets to engage their audience. Of course an incredible Instagram photo of a plane flying over top destinations like Thailand or St. Croix are going to generate a lot of buzz, but the real success is in the way airlines interact with their travelers that has everyone opening their emails.
Company owners, as well those working in management level positions can learn a lot from Airlines who have successfully created engaging interconnectivity initiatives. Twitter, Facebook, Instagram, email and text messages; are all platforms Airlines are utilizing to interact with their audience and guess what, it is working. Last year Headstream conducted a report of the Top 100 Social Brands and of that 100, 15% represented travel brands such as American Airlines and Lufthansa. Their approach in connecting with their audience is offering an open, engaging and welcoming message which ultimately makes their audience consistently coming back to them.
Airlines have mastered the art of frequent communication that business leaders should be mirroring and learning from. The minute consumers book a flight through an airline they receive a confirmation email with information about their flight and destination. Airlines also utilize personal messaging, such as flight status text messaging that sends frequent reminders of flight guidelines such as checking bags, choosing a seat and check-in time, as well as promotions based communications from consumer history such as past cities you have flown, and special offers based on your profile of other rewards you have redeemed for in the past. These reminders keep the brand relevant and top of thought in the minds of consumers showing them that they are a valued customer.
Organizations using loyalty and rewards programs to engage their customers and/or employees can utilize the concept of frequent communication in ways to enhance their brand relevance to their desired audience. Whether it is praise for doing a good job, special points offers, ways to participate in the program, rewards delivery notifications or an email reminder that your product in your wish list is going to expire, these small and consistent forms of communication is what will keep your audience interested in your program and looking for ways to earn rewards and stay engaged in your program.