The Mercedes Chicken Ad: When Viral Marketing Ruffles Luxury Feathers
When Mercedes-Benz released their "Chicken" advertisement featuring chickens dancing to Diana Ross while demonstrating their Magic Body Control suspension system in 2013, they created more than just a viral moment - they sparked a fascinating case study in automotive marketing, competitor response, and brand positioning.
The Creative Concept and Its Impact
Created by German agency Jung von Matt/Neckar, the advertisement took a unique approach to demonstrating Mercedes' sophisticated suspension technology. By showing chickens maintaining perfectly stable heads while their bodies moved to music, the ad created an entertaining parallel to how the Magic Body Control system works in Mercedes vehicles.
The numbers speak for themselves:
- Over 26 million views across social media platforms
- Winner of Auto Express's "Best Car Ad of the Year" with 51% of reader votes
- Generated significant organic social media buzz and discussion
The Criticism: Entertainment vs. Value Proposition
Despite its viral success, the advertisement faced several legitimate criticisms:
1. Product Information Gap: The ad prioritized entertainment over clearly explaining the technology's benefits to drivers. While viewers remembered the dancing chickens, the meaning behind this was lost on some, who struggled to connect this to the actual value of the suspension system. Personally, to me, it was clever and cheeky and more related to their value proposition than the Jaguar advertisement.
2. Brand Alignment Concerns: Critics argued that the whimsical nature of dancing chickens didn't align with Mercedes' prestigious brand image. The luxury automotive sector typically emphasizes sophistication and engineering excellence - elements that some felt were overshadowed by the advertisement's playful approach. Again, we might be splitting hairs here and bordering on being snobbish with this line of thinking.
3. Originality Concerns: The concept wasn't entirely new, as FujiFilm had previously used chicken head stability to demonstrate their camera stabilization technology. This raised questions about creative integrity in advertising. This to me is the biggest issue though some might argue that it’s similar to using say a fast-running animal to demonstrate speed, which is quite common. Chickens in this case, is rarely used in that context.
The Jaguar Response: A Lesson in Competitive Marketing
Ironically, Jaguar came up with its own ad to show a Jaguar eating the chicken. Their response ad, showing a jaguar eating the chicken and promoting "cat-like reflexes," achieved approximately 2 million views - significantly less than Mercedes' original. Jaguar's attempt to capitalize on Mercedes' viral moment provides interesting insights into competitive marketing dynamics.
This disparity in engagement highlights an important marketing principle: derivative content, even when clever, rarely achieves the same impact as the original. Ironically, Jaguar's response may have actually reinforced Mercedes' market position by drawing more attention to the original campaign.
Critical Lessons for Brands
1. Balance Entertainment with Brand Messaging
- Viral potential shouldn't overshadow core brand values
- Complex features need clear, compelling value communication
- Entertainment should enhance, not replace, product understanding
2. Brand Consistency Matters
- Even successful viral content needs to align with brand positioning
- Luxury brands can maintain their sophisticated image without losing their creativity and sense of humour
- Innovation in advertising shouldn't compromise brand identity
3. Competitive Responses
- Response campaigns need strong independent value propositions
- Timing and execution are crucial for competitive marketing
- Simply riding on a competitor's success rarely yields equal results
4. Ethics and PR
- Mercedes' transparency about animal welfare (the chickens were well-cared for and even laid eggs during filming) added positive PR
value
- Ethical considerations can enhance campaign success
- Behind-the-scenes positivity can create additional marketing opportunities
Conclusion
The Mercedes "Chicken" advertisement represents both the opportunities and challenges of viral marketing in the luxury sector. While it achieved remarkable reach and engagement, it also raises important questions about brand alignment and value proposition communication.
For marketers, this case study demonstrates that viral success alone doesn't guarantee effective brand communication. The key lies in finding the sweet spot between entertainment value and brand message - a balance that becomes increasingly crucial as brands compete for attention in the digital age.
The campaign's legacy serves as a reminder that even highly successful viral content should be evaluated against broader brand strategy goals. As the consumer industry continues to evolve, maintaining this balance between innovation in marketing and brand consistency will become ever more critical for success.
Curious about the Mercedes chicken ad versus the Fujifilm ad? Watch them here for yourself:
- Mercedes
- FujiFilm
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
Citations:
https://digitalsynopsis.com/advertising/mercedes-benz-chicken-magic-body-control/
https://www.campaignlive.co.uk/article/mercedes-chicken-crowned-best-car-ad-year-auto-express/1303871
https://www.caranddriver.com/news/a15368820/mercedes-benz-chicken-magic-body-control-commercial-a-pluckin-rip-off-the-ad-section/
https://www.linkedin.com/pulse/mercedes-benzs-chicken-ad-dancing-feathers-stability-yash-dixit-9mk3f
https://blogs.ubc.ca/ian0623/2013/10/10/mercedes-benz-magic-body-control/
https://www.branding.news/2020/11/05/tbt-whats-the-resemblance-between-a-mercedes-car-and-a-chicken/
https://www.campaignlive.co.uk/article/mercedes-uses-disco-chickens-prove-driving-comfort/1213633
https://economictimes.indiatimes.com/mercedes-benz-new-campaign-demonstrates-chickens-steady-head/articleshow/23768861.cms
https://www.cars.com/articles/jaguar-spoofs-mercedes-chicken-ad-1420663037124/
The Art of the Queue: How Brands Turn Waiting Lines into Marketing Gold
In an era of instant digital gratification, there's something peculiarly fascinating about seeing hundreds of people voluntarily waiting in line for hours or even days. From the latest iPhone launches, exclusive streetwear drops to a seemingly humble bubble tea, these queues have become a powerful marketing phenomenon that continues to shape consumer behavior and brand perception.
The Strategic Queue: A Marketing Masterstroke or A Tacky Stunt?
Yes, companies do pay people to queue for their launches – a practice known as "line sitting" or "professional queuing." This tactic has evolved from a spontaneous occurrence into a sophisticated marketing strategy that creates buzz, generates media attention, and fuels FOMO (fear of missing out) among consumers.
Masters of the Queue: Brands That Set the Standard
Several brands have perfected the art of queue-based marketing:
1. Apple: The tech giant's iPhone launches are legendary, with companies paying line-sitters $100-250 per day. Apple subtly encourages these queues by providing amenities to these sitters and having staff engage with the crowds, creating a festival-like atmosphere.
2. Supreme: The streetwear brand has built its entire business model around artificial scarcity and long lines. The "Supreme drop" has become a cultural phenomenon, with professional line-sitters earning substantial amounts to wait for limited releases.
3. Gaming Console Launches: Both Sony and Microsoft orchestrate elaborate launch events for their PlayStation and Xbox releases, combining long queues with midnight launch parties and exclusive giveaways.
4. F&B Launches: Food and beverage is an essential item and in places where they are the first to be launched in the country, especially if it’s a renowned brand elsewhere, be it doughnuts, cream puffs, burgers or bubble tea, you can expect queues of people that help add to the hype of the official launch. Some are puzzling while some might be ‘genuine’ buzz created organically; you be the judge of that!
The Asian Queue Revolution
The practice of professional queuing has reached new heights in Asia, where it's not just a marketing tactic but a legitimate service industry:
Japan
- Professional line-sitters ("yoyaku-tetsuke") are in high demand for limited-edition food items and restaurant openings
- Sushiro famously paid people to form queues when launching new locations to create a "popular restaurant" image
- Pokemon merchandise releases regularly generate massive queues
China
- "Paipai" (professional queuers) are organized through sophisticated apps and WeChat groups
- Luxury brands frequently employ this tactic for product launches
- Real estate developers use paid queuers to create artificial buying frenzies
- Some malls and restaurants hire fake customers to appear consistently busy
Singapore
- The "kiasu" (fear of missing out) culture drives queue marketing
- Property launches and restaurant openings regularly employ professional queuers
- The Shake Shack opening saw paid queuers waiting for days
- Hello Kitty promotions at McDonald's led to the development of professional queue management systems
The Rise of Queue-as-a-Service
A fascinating spin-off of this phenomenon is the emergence of professional queuing services where consumers pay others to wait in line for them. In Bangkok, "queue-fixers" charge around 700 baht ($27) to secure spots at popular Michelin-starred restaurants. Singapore's iQueue startup offers services ranging from $20 for one hour to $250 for 18 hours of queuing.
Digital Evolution: The Virtual Queue
Modern brands have adapted queuing psychology to the digital realm:
- Harry's razor company generated 100,000 sign-ups in a week through a virtual waiting list
- Robinhood gained nearly a million users pre-launch through a gamified referral queue system
- Monzo created engagement through a transparent waiting list where users could see their position
Effectiveness and Considerations
When executed well, queue marketing can:
- Generate substantial earned media coverage
- Create social proof of product demand
- Build community among brand enthusiasts
- Drive social media engagement through user-generated content
- Establish product exclusivity and desirability
Key Considerations Before Implementation
It might sound like a quick win and low hanging fruit to take advantage of but is it suitable for all brands?
1. Authenticity: While paid queuers can jumpstart interest, the strategy works best when there's genuine consumer demand to sustain it.
2. Market Fit: Queue marketing is most effective for products with strong appeal against scarcity and/or affordability.
3. Cultural Context: What works in Singapore might not work in New York – understand your market's relationship with the queuing culture.
4. Resource Management: Ensure proper crowd management, safety measures, and amenities for waiting customers as this might backfire on you socially if the other organic customers are unhappy and start complaining.
5. Digital Integration: Consider how physical queues can be amplified through social media and digital engagement.
6. Brand Alignment: The strategy should align with your brand's positioning and values. Not all brands think “queues” equal desirability.
How This Trend will Evolve
As consumer behavior continues to evolve, the art of queue marketing adapts accordingly. While some brands are moving away from physical queues in favor of digital alternatives, others find continued value in creating these obvious spectacles of demand.
The key lies in understanding your audience and crafting experiences that transform the simple act of waiting into a memorable brand moment. Hai Di Lao does this pretty well and turn it into almost like their trademark queuing experience for customers by providing them with snacks, refreshments and even nail services.
Whether physical or digital, the psychology behind queue marketing remains powerful: people value what they have to wait for, and the sight of others waiting makes us wonder what we might be missing out on.
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
Citations:
https://kickofflabs.com/blog/5-small-businesses-made-it-big-with-prelaunch
https://www.prefinery.com/blog/referral-programs/prelaunch-campaign/examples/saas/
https://www.convinceandconvert.com/digital-marketing/how-to-create-buzz/
https://fastercapital.com/topics/creating-a-buzz-with-exclusive-launch-events.html
https://viral-loops.com/blog/buzz-marketing/
https://queue-it.com/blog/influencer-marketing-strategy-product-launch/
https://www.straitstimes.com/asia/se-asia/queue-fixers-help-tourists-stomach-long-lines-at-bangkok-s-michelin-rated-eateries
https://newsroom.airasia.com/news/2023/3/2/say-goodbye-to-restaurant-queues-with-airasia-super-apps-queuing-service
https://sg.news.yahoo.com/new-service-singapore-lets-pay-someone-queue-100357551.html
https://www.asiaone.com/business-wires/because-everything-also-need-queue-singapore-startup-will-do-it-you-20-hour
https://cnalifestyle.channelnewsasia.com/living/htb-service-help-buy-professional-queuer-concert-tickets-392956
Singles' Day: From University Tradition to Asia's Biggest Shopping Festival
In an era where shopping festivals dominate the retail calendar, Singles' Day stands out as a remarkable phenomenon in Asia that transformed from a quirky university celebration into Asia's largest shopping event. Let's explore how this cultural phenomenon evolved and its impact on modern retail.
The Origins: An Inclusive Celebration of Singlehood
Singles' Day began in 1993 at Nanjing University in China when four male students decided to create an anti-Valentine's Day celebration. They chose November 11 (11/11) because the number "1" resembles a "bare stick" – Chinese slang for an unmarried individual. What started as a light-hearted response to couple-centric celebrations quickly spread across universities and evolved into a broader cultural phenomenon celebrating self-love, independence and empowerment.
The Retail Revolution: Alibaba's Game-Changing Move
The transformation of Singles' Day into a shopping extravaganza began in 2009 when Alibaba's CEO, Daniel Zhang, saw its commercial potential. What started with just 27 merchants has grown into the world's largest shopping event, surpassing both Black Friday and Cyber Monday combined, particularly in Southeast Asia and China.
Alibaba's innovative approach included:
Celebrity-driven promotional events featuring global stars
Large-scale televised galas
Integration of online and offline shopping experiences
Advanced logistics capabilities handling hundreds of thousands of transactions per second
How Brands Maximize Singles' Day Sales
Today's successful brands employ sophisticated strategies that blend commercial success with the festival's cultural essence:
1. Early Preparation
- Launch teaser campaigns weeks in advance
- Create urgency and sense of FOMO (fear of missing out) through flash sales and limited-time offers
- Design "self-gifting" packages that celebrate personal milestones and self-love
2. Cultural Integration
- Develop campaigns that celebrate independence and self-empowerment
- Partner with Key Opinion Leaders (KOLs) or social influencers who embody confident, single lifestyle
- Create content that resonates with the modern definition of singlehood
- Leverage local social media platforms with targeted messaging
3. Enhanced Shopping Experiences
- Host interactive livestreaming events featuring singles' lifestyle content
- Implement gamification elements that celebrate individual achievements
- Design "treat yourself" promotions that align with self-care themes
- Create virtual try-on experiences for solo shoppers
4. Community Building
- Organize virtual social events for singles to connect
- Create exclusive shopping groups for single professionals
- Develop reward programs that celebrate personal independence
- Host digital workshops on self-development and lifestyle enhancement
5. Strategic Messaging
- Frame products as investments in personal growth
- Create bundles that complement solo living
- Develop marketing narratives around self-love and empowerment
- Design exclusive "singles-first" product launches
6. Digital Innovation
- Implement AI-powered personal shopping assistants
- Create virtual shopping companions
- Develop social shopping features for singles to share recommendations
- Optimize mobile shopping experiences for one-handed browsing
Popular Product Categories Across Asia
Singles' Day 2023 saw remarkable sales across various categories, with notable regional differences:
Greater China:
- Health & Beauty (417% growth)
- Home & Garden (326% growth)
- Luggage & Bags (311% growth)
- Toys & Games
Southeast Asia:
- Baby & Toddler Products (407% growth)
- Health & Beauty (352% growth)
- Furniture (277% growth)
- Electronics and Appliances
2023's Most Successful Brand Campaigns
Several brands stood out with their innovative approaches and impressive results:
1. Apple
- Exclusive Tmall partnerships
- 40% sales increase from 2022
- Rapid sellout of popular devices
- Marketing focused on personal tech empowerment
2. L'Oréal
- Exclusive beauty bundles emphasizing self-care
- Engaging livestream tutorials for individual beauty routines
- 60% sales growth
- Campaigns celebrating personal beauty standards
3. Adidas
- 40% discounts on popular items
- Focus on sustainable products
- 35% year-on-year growth
- Marketing themes around individual athletic achievement
4. Huawei
- Early-bird discounts up to 47%
- Interactive virtual events celebrating tech independence
- 50% sales increase
- Solo-user-focused product features
5. Estée Lauder
- Exclusive luxury beauty sets for self-indulgence
- Virtual try-on technology for confident solo shopping
- 45% sales growth
- Campaigns focusing on personal luxury experiences
Standing Out During Single’s Day
As Singles' Day continues to evolve, setting new benchmarks for online retail success. Its transformation from a celebration of singlehood to a shopping phenomenon demonstrates how brands can authentically connect cultural meaning with commercial opportunity. As we look ahead, successful brands will be those that maintain this delicate balance – celebrating individual empowerment while creating compelling shopping experiences.
The festival's success shows that when cultural understanding meets technological innovation and strategic marketing, the result is more than just sales – it's a celebration of individual choice and personal freedom that resonates across Asia and beyond.
It would be good to see more of that kind of holistic messaging tagged to the campaigns rather than just playing on tactics like discounts, price points and freebies (e.g. 11% off, $11 promotions) that makes the brand look like they are just latching onto a commercial bandwagon, and single’s day losing its original meaning.
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
Citations:
- https://www.new-rebels.com/en/blogs/new-rebels/singles-day-and-the-rise-of-new-rebels-a-deep-dive/
- https://www.investopedia.com/terms/s/singles-day.asp
- https://www.daysoftheyear.com/days/singles-day/
- https://studycli.org/chinese-holidays/singles-day/
- https://www.businessinsider.com/8-crazy-facts-about-singles-day-in-china-2015-11?IR=T
- https://www.digitalcrew.com.au/blogs-and-insights/10-singles-day-marketing-ideas-to-increase-your-sales/
- https://www.contentgrip.com/singles-day-criteo-insights/
- https://www.mastroke.com/blog/digital-marketing/7-brands-that-nailed-it-on-singles-day/
- https://www.warroominc.com/institute-library/blog/marketing-tips-for-singles-day/
- https://www.worldfirst.com/sg/online-sellers/singles-day-ecommerce-guide/
- https://retailasia.com/e-commerce/news/singles-day-top-shopping-season-139-sales-growth
- https://www.criteo.com/blog/double-dates-2023-spotlight-on-singles-day/
- http://martechasia.net/news/over-50-of-singles-day-new-shoppers-return-for-more/
- https://technode.com/2020/11/12/chinas-singles-day-sales-top-rmb-332-billion-across-platforms/
- https://www.businessinsider.com/8-crazy-facts-about-singles-day-in-china-2015-11?IR=T
- https://blog.dot.vu/singles-day-marketing/
Revolutionizing B2C Marketing: 10 Strategic Pillars for Transformative Success
10 Strategic Pillars for Transformative Success
In today's rapidly evolving marketplace, successful B2C marketing isn't just about following trends—it's about creating them. As we navigate 2024, let's explore how to transform your marketing approach through a lens of innovation and deep strategic understanding.
1. The Art & Science of Brand Building
Think beyond conventional branding. Your brand isn't just a logo or color scheme—it's the emotional resonance you create in your customers' minds. It’s what they think about you when someone mentions your name. Success lies in:
- Crafting a brand identity that transcends visual elements
- Building authentic emotional connections through strategic storytelling
- Empowering customers to become part of your brand narrative through user-generated content
- Creating a distinctive brand personality that stands out in a crowded marketplace
2. Social Media: Beyond the Basics
Social platforms aren't just channels—they're ecosystems of engagement. Transform your approach by:
- Developing platform-specific strategies that maximizes unique features
- Creating content that sparks positive conversations, not just likes
- Building genuine communities through thoughtful engagement
- Pioneering innovative social commerce experiences
3. Customer Experience: The New Marketing Frontier
The most powerful marketing tool? An exceptional customer experience. Consider:
- Designing seamless, intuitive purchasing journeys
- Implementing mobile-first strategies that reflect modern consumer behavior
- Creating personalized touchpoints that demonstrate understanding
- Building loyalty through consistent, outstanding service
4. Content Marketing Reimagined
Content isn't king—valuable, transformative content is. Focus on:
- Creating immersive storytelling experiences
- Developing educational content that empowers your audience
- Showcasing authentic behind-the-scenes moments
- Leveraging customer success stories to inspire and engage
5. Email Marketing Evolution
Transform your email strategy from broadcasting to conversation:
- Design personalized journeys that anticipate customer needs
- Implement intelligent automation that retains a human touch
- Create value-driven content that subscribers anticipate
- Build relationships through meaningful lifecycle communications that recognizes their relationship with you
6. Digital Presence & SEO Mastery
Your digital presence should be a testament to innovation:
- Optimize for emerging search behaviors, including voice
- Create seamless mobile experiences that delight users
- Develop content that answers tomorrow's questions
- Build digital environments that convert and retain
7. Data Intelligence & Analytics
Transform data into actionable insights:
- Analyze patterns to predict future behaviors
- Use testing to continuously optimize experiences
- Measure what matters, not just what's easy
- Turn feedback into strategic advantage
8. Customer Retention Strategies
Building loyalty requires both art and science:
- Design reward systems that encourage meaningful engagement
- Create exclusive experiences that strengthen relationships
- Develop community-building initiatives that foster a sense of belonging
- Implement personalization that shows you understand their pain points, goals and aspirations
9. Customer-Centric Promotion
Promotions should create value, not just discounts:
- Design limited-time offers that create excitement
- Build bundling strategies that enhance customer experience and solve their problems
- Create threshold-based incentives that drive larger baskets
- Develop exclusive opportunities that reward loyalty
10. Visual Storytelling Excellence
In a visual world, stand out through:
- Creating immersive visual experiences
- Tapping on emerging technologies like AR/VR
- Designing visual narratives that resonate with target audience
- Building cohesive visual stories across channels
Looking Forward
The future of B2C marketing lies not in following best practices, but in transforming them. Success comes from combining deep strategic understanding with innovative approaches that challenge conventional wisdom.
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
How Are you Enabling Your Sales Team - Learnings from Luxury Brands
I confess that I’m not a fan of fast fashion and have a penchant for the finer side of things. Not because I like wearing brands on my sleeve for all to see but more I appreciate the total experience, after sales support provided, exclusivity and quality. I am not a rampant shopper that enjoys window shopping; in fact I’m quite the opposite. I shop decisively and wear the clothes for as long as they fit. I prefer to keep my wardrobe clean and not jam packed with tons and tons of clothes that I will only wear once.
Over time, I have established client relationships with a few client advisors, often by chance as well where we hit it off while chatting. I do know of course that each brand has their own internal tiered loyalty program and playbook where they will invite clients via their advisors to certain seasonal events. It reminds me somewhat of the relationship managers in the banking sector except these advisors give advice on fashion and fitting.
I had the opportunity to attend a few of these events over the last few months, some tagging along on the invite of friends. I just wanted to share a comparison of how each brand conducted their client engagement and how each has made me feel in return.
1) Louis Vuitton
This is a rebound brand for me as I was a fan of their bags in the earlier years of my life but I didn’t really establish much of a connection with them till in recent years when I met my current client advisor by chance while looking to top up my perfume. Since then, she’s been on my whatsapp quite often, keeping me abreast of the latest releases and inviting me to the launches or seasonal previews or sometimes, just client activation events like valentine’s day, lunar new year and recently some bespoke garden animation event.
The events range from being rather salesy in nature where they would lined up rows of their latest clothing at the event space and nudging clients to try on the spot, to being just experience focused where you get to just enjoy the activities lined up. She’s also empowered to do reservations of items on the spot, send gifts for special occasions, arrange for quick turnaround alterations, delivery and more just to ensure total client satisfaction. On this front, I find LV to be quite unbeatable though it is very advisor driven and influenced.
2) Chanel
I used to have a weakness for their shoes and bags, especially the uncommon designs, which are often also more affordable than their classic black pieces. When my favourite client advisor left, there was a gap left by the one who took over from her till recently, when she became more proactive.
It might just have been that the brand on the whole is recently more proactive in engaging their regular clients and introducing more engagement activities to make sure we feel valued? One was a virtual reality/augumented reality performance featuring chanel designed clothing that are actually not available for sale. It was held in partnership with an actual artist and there was zero sales element tagged to it. The other is a movie event also held elsewhere and we could reserve tickets if we RSVP through a link they sent to our phones.
In this case, though it is nice to be invited to such activities without any hard sales pushing, it would be nice to be kept abreast more of their latest designs as the advisor remains hit and miss in terms of her engagement style. The brand though seems to be moving away from relying too much on their advisors as they started sending invites directly to the clients.
3) Hermes
I’m a recent convert for their shoes and bags, which are generally more reasonably priced for the quality and fitting without being overly in your face. The advisor is also pretty proactive and chatty though the brand as a whole is not as aggressive as LV or Dior in terms of creating client engagement activities.
Their activities are also more informal and less grand on the whole, like mini in-store activations and sending their publications to us; quite traditional in approach. In this case, the advisor plays a key role as it’s make or break, based on how well she continues to connect with us as a client.
4) Christian Dior
This is more of an ad hoc brand for me and chance meeting with an ambitious and aspiring client advisor who is forthcoming and the most personable of all the advisors I have to say.
The client engagement is similar to LV’s in that they have larger scale client activation events and preview shows though they do the activations and activities in a slightly more interesting fashion than LV without coming off as being too salesy.
The advisor is also empowered to give gifts to clients, curate their own invite list and arrange for reservations. Overall experience wise, it is close to LV in terms of heavy reliance on the advisors.
Overall lessons based on what I think:
the importance of a playbook and approach for businesses relying heavily on client advisors or relationship managers to guide them in providing a total experience consistently over time
providing the right level of empowerment and enablement so they get to make certain decisions on the fly that could make or break certain relationships
ensuring that you are also engaging your clients on the same scale via other channels, so you’re not overly relying on your advisors; this is where digital channels and engagement are critical
maintain a good mix of both activities that are purely experiential in nature and more product/services focused so clients have a choice, depending on what they are looking for at different times
About the Author
Mad About Marketing Consulting
Ally and Advisor for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.