[01/13/2009]
Andrew Arntfield
What makes a great relationship? The word itself says it all it’s about two people who RELATE. They listen to each other. They understand and respect each other.
Traditional advertising is a one-way medium. It’s like the first date who won’t stop talking about himself.
Perhaps that’s why ONE THIRD of women say they trust advertising less than any other communications medium. It’s time to move beyond this inconsiderate M.O. and actively engage customers in a two-way conversation via:
- online discussion forums,
- social networking websites,
- interactive contests, promotions, surveys and polls,
- e-mails with customer-specific content...
or better yet, a program that’s integrated at every customer touch point – where each element enhances the others.
Chapters/Indigo has successfully created an area within their website where book lovers can connect with each other via online book clubs. They can also review books and exchange messages with like-minded readers.
For Chapters, it provides immediate insights into the mindsets of customers – what they need, and how they think and feel about the brand. More importantly, it shows respect for the consumer – the hallmark of every great relationship – which in turn builds lasting brand trust.
Visit the Chapters book club
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