Go on, be a Tiger – the power of loyalty transfer.
Thanks for popping in.
Remember those ginormous Tiger Woods airport adverts? If you’re into golf, you probably do. And if you ever worked for Accenture, you certainly do, because that is the outfit Tiger was hitting for. “High Performance Delivered” was the message intended for your sub-conscious.
But do ads like that work? The answer’s gotta be yes, or why would Accenture have spent millions, year after year, with Tiger. Till they dropped him like he was OJ Simpson or something.
It’s all about associations. One day an association with Tiger was good, next it was bad. In the good days, we took what we knew about Tiger – he was the best in the world – and transferred it to Accenture. Job done. Tiger gets the money, and Accenture get the kudos. Illogical, hey?
But it gets worse. Does anyone really believe John McEnroe uses Bic disposable razors? Only if he wants to tear his face off as well as he used to shout his mouth off. And I’m not sure John ever said he actually used the little varmits, but I definitely remember the ad with him holding the Bic and looking at it like it was Anna Kournikova in a swimsuit.
So, the point is, this loyalty transfer mystery deserves some serious thought from smart professionals. If we want more loyal customers or to grow our fan or client base, how can we legitimately leverage the positive associations of our current or target audience with other brands?
Well, here’s one idea. You simply do something – write a blog like this maybe – and get it in front of people who might otherwise not seek you out. In these days of all pervasive social media, it could hardly be easier. I’m guessing golf fans or tennis fans who stumble across this masterpiece will feel some positive connection with the blog, and thereby with the brilliant writer who wrote it. Except I’m not going to let them stumble across it, I’m going to make them stumble across it. I’m going to put this blog out there and tag it with Tiger and John and Anna. And I know it will find its way to fans of golf and tennis, and scantily clad ladies.
Now, are these people my target audience? Not all of them, granted. My target audience is people like you (or you wouldn’t still be reading this blog.) People who like to be entertained with clever stories with tongue in cheek humour, and maybe appreciate it if they learn a little while they’re laughing.
When I first wrote “When the Siren Calls” it was a story about business intrigue first, and an emotional drama second. When I was ready to publish, I asked some smart people, like my friend Stephanie Hale at the Oxford Literary Consultancy, what they thought. They said they loved it (of course)…but, they’d really like to spend more time with Isobel and Lucy and Jay, and if that meant less business intrigue, that would be ok too.
I got the message, and rewrote the book. (Thanks Stephanie!) Now it’s an emotional drama, with business intrigue woven in. And I wanted to keep that business intrigue, because I knew it was important to my target audience – people like you. An audience I could reach with my blogs, who would then, hopefully, transfer their loyalty to my business tips, to my books.
That’s the power of loyalty transfer. Thanks again for your time, and hope to see you back soon.