FEED THE FANS AND BUILD BRAND HUNGER

Communities of fans are a hotbed of high quality insights, inspiration and ideas for brands looking to create Sponsorship Platforms that give their consumers what they want.  

Something exciting happens when you ask fans what they want and then give it to them: they get hungry for more.  

Not just for more of what they want, but for more opportunities to contribute their thoughts, voice their needs and express their desires.

As these thoughts, needs and desires are answered in the form of new experiences and content from brands, consumers get savvy, they get a taste for it...and look out for the next opportunity to shape their lifestyle experiences through brands.

The brand becomes the catalyst, the enabler, the man that makes it happen.

This is interesting stuff.  

This is not brand PUSHING to consumer.

This not brand PULLING consumer in.

This is consumer PULLING brand in.

For the consumer, brand becomes 'opportunity to get me closer'.

josh@robinsonpincus.com

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THE NEW VALUE OF 'HELP'.

Consumers are increasingly intrigued and delighted by ideas that help.  Ideas that help us run our lives faster, smoother, safer, better.  We are gobbling up all manner of nifty little life-enhancing apps, tools and technologies with an incredible appetite.   

It seems we want all the help we can get. 

Teens are more interested in what their mobile phones can actually do than what make, shape or colour they are.  Londoners are embracing Boris’s bikes like they’d never seen a bicycle before, turning a blind eye to the system’s inevitable teething troubles.  And at Glasto, it’s the beer brand that’s laying on super smart queuing systems, giving punters more time with their music, that’s really turning festival-goers on.

More and more, we are inspired and excited by those things that add real functional value to our lives.   

This isn’t to say, of course, that we aren’t just as eager to be endlessly entertained.  But what happened to the ad man’s mantra, ‘sex sells’?

Are we entering a new era where ‘help sells’?

This is interesting stuff for Sponsorship & Social Media.  Content is not just about entertainment, about running recorded footage of the lucky few enjoying real life events and experiences through broadcast channels as ‘second chance’ branded entertainment.  

Consumer desire to be enabled is fresh and insatiable.

Let’s create insightful, compelling, value-adding content that helps all consumers get closer to what they love, through the brands they will grow to love.

Let’s ‘app activation’. 

Josh Robinson

josh@robinsonpincus.com

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