Everyone is preaching not to be ‘salesy.‘ It became a holy rule of marketing: Brands, earn your trust, then quietly suggest your latest products. Funny how that works, or rather how it does not work, as brands have been so hit over their heads by that ‘don’t be salesy’ mantra that they forgot to actually sell products once brand trust has been earned.
We write February 2nd, the day I paid a good amount of money to partake in the Porsche Experience Center. It was there I learned that it takes 2.2 seconds for the 2014 Porsche Spyder to go from 0-60 mph (in case you were wondering where my ‘clickbaitish’ blog post title was derived from). Not that I am into race cars nor that the Porsche brand gets my heart pounding. No, Porsche opened this race track close to where I live and being fascinated by brand experiences (and being known for enjoying higher speeds) I figured I should get my adrenaline going by racing a Porsche 911 Targa 4S (to be brand-correct) around a track, spinning it in a circle on a wet surface at full throttle and sliding uncontrollably through black ice; all while a professional (a ‘Porsche Drive Coach’) was sitting next to me praying for his dear life, as he should. That, after all, is what I paid him for.
As was to be expected, I got fully engulfed in the Porsche brand from the moment I stepped into the facilities: While usually exiting through the gift shop, here you spend most of your time in it as it serves as the bridge to the ‘Speedster Café’ with its popular outside terrace where one can watch the cars zip on by and start one’s own experience. From Porsche exhaust speaker systems, Porsche office chairs, Porsche cookie stamps ($39, in case you fancy some) to GT3 rear spoiler book shelves, the imagination for branded products seemed endless. In the main entrance hall one can check out vintage Porsches and the actual race cars driven to victories during important historic contests. All Porsche, all the way.
After hitting the pedal for 90 minutes, exhilarated by the driving and brand experience, we took a seat at the fine dining restaurant, named ‘917,’ where we quickly got served some bread and 911 butter. Wait, what? Yes indeed, here is the 911 butter, and it was rather tasty:
As I sat there breaking bread with the Porsche brand I told my wife something that would have made the Brand Manager cringe: “You know, despite how awesome this was, and how I am getting brainwashed by the brand and loving every second of it, I still do not feel an urge to ever own a Porsche. Why is that?”
Here is why, and it is a global marketing and branding disease I see all across the brand landscape: We show off our overall brand aura while potential customers are leaving trade shows and flagship stores empty-handed because we miss out on making it personal and relatable. If you are a high-end brand like Porsche that charges for a brand experience, one comes to understand that you do not want to come across as being ‘salesy,’ yet from the minute I stepped into the experience I was offered brand tchotchkes and branded butter. Why not go all the way and capture my emotions by transforming a well-crafted dream of a powerful brand into something that can become my reality: Show me the car options, show me the e-hybrid, the technology and the things that I care about now that I got re-assured by your great brand image and legacy, and I felt how much fun it was to drive your cars.
Brands, if we have an actively engaged and fully ‘brandwashed’ potential customer, please, for crying out loud, let’s craft a dream of ownership, not a bubble of a brand ethos that will burst the minute (s)he is not fully engaged anymore. Let’s see how our product could fit into their world – outside of our world.
Any brand, may it be a Porsche or a startup, needs to be sensitive to crafting experiences that tell a story; a story that fits into a unique individual’s life. Like therapy, let the consumer do the talking, but ensure you deliver the platform and take the steps to listen. Follow the ‘here is our most amazing product’ with ‘…and here are products that would work for your individual needs.’ Don’t sell a brand mythos alone, make them experience their own personal benefits first hand.
When I came home after my day at the race tracks, I immediately went to the Audi website to ensure they still sell the model I am currently driving, just to feel a bit of reassurance as my lease will be coming to a close soon. And I will drive that Audi as if it was a Porsche, now that I learned how to hit the pedal the right way. Thanks for that, Porsche.
As to you startups, find your engaged target and be salesy; it won’t hurt your brand, but it might just make a new customer happy.
It may seem as though I have been suffering writer’s block so far this year, but fear not as I am knee-deep into writing my second book, which I am excited to share more about in the months to come. This is my excuse: writing has kept me from writing, but – better late than never – here I am wishing you a Happy New Year!
Besides writing during the holidays I did what most do as they start winding down: I was glued one too many hours to my Facebook timeline. Filtering through the current war in politics to find the few posts of friends that were non-political in nature turned productive once I saw my friend Chris’ hilarious post: Chris was on a plane with his wife, noting he got a free upgrade to first class, and, without hesitation, left her behind in Economy to live the good life. I was intrigued and awaited the backlash in the comments box, which sure enough came trickling in one after another at mesmerizing speeds. His reply? “I can’t hear you over the bubbles of the champagne.”
I thought it was witty, hilarious and it evoked an immediate sense of space and time. It made me recall the sound of champagne (as well as the witty POP champagne brand named after the sound of the cork popping – and for being a ‘Product Of Pommery’) and it made me recall memories of many great celebratory situations and, yes, the times I too got my flight upgrades.
I spend a lot of time writing about how new brands can stand out and connect with a target audience; strategically, visually and verbally. How your brand looks and feels is crucial, how it behaves existential, but how does your brand sound? Does your brand sound like anything, and if not, should it?
A known advertising routine for Fortune 5000 companies, sound is often times used in audio logos (‘sonic branding’ –Intel comes to mind, well, ears) which sonically enhance the moment in which a brand’s logo is being revealed, as well as memorable jingles, which are oftentimes so memorable that they turn into full-on annoying. Sounds are extremely powerful emotion-triggers. And just like it is the case with the return of print (book sales are up 3.3% in 2016, third growth year in a row), the use of branded audio is a neglected yet powerful way of brand communication and immersion. Because it is not a standard staple for new ventures to be using (yet it became quite affordable to create), it presents a great way for your startup to stand out and to further strengthen the connection points with your audience.
Start by being aware of how your product sounds when you plug it in, when the task is finished in your app, when the brand icon appears, when the videos start and end? Have you given your product, or brand, sounds, or do certain interactions with your physical product already make unique sounds of their own? If so, how can these be leveraged – packaged to be re-used – so that you can lift that moment in time when your customer is fully immersed in your brand and bring it back to other times in your brand journey?
This year, let’s look at empathy in an additional way: let’s not only listen to our audience, let’s listen to our products and make them connect with our audience sonically, creating emotional connections and stories that turn into memories.
So unless you don’t get any flashbacks when WHAM’s Last Christmas starts playing every December, and especially after this last christmas, you will agree that sound indeed is a powerful trigger of memories. Let’s make more use of it and create some sound memories with our brands.