The H(uman) Factor
Results/Business Value
Prospects are riveted, respond positively, emotionally. Sales calls received warmly, opening doors to conversation, contracts. Business value in dollars? Not calculable, which is why nobody does this. Which was one reason to do it.
Results/Business Value
Prospects respond positively, emotionally. Sales calls received warmly, opening doors to conversation. Clients holding onto their books (gifted to them with notes from the salesperson),.Business value in dollars? Not calculable, which is why nobody does this. And why we did.
Business Challenge
Breaking through the clutter of media to reach a customer with an unforgettable awareness of and connection to the brand.
Target
Clients, prospects, employees.
Customer Insight
Clients, prospects, employees are on a nonstop treadmill of technology, digital communications, less-than-human interactions. They need time and space to remember, maybe even reclaim, their humanity. What if…instead, they were curiously, happily paused in the moment, to notice, to be drawn to – something Different in their day? Waiting for a meeting. Having a coffee, snack or lunch. There, on a table or shelf. Or on their home’s doorstep.
Brand Position/Strategy
“Know Thy Customer.” Walking the talk of the strategy ,these books produced a chemical, electrical connection between touch and brain. Stories that stay with you. A different, impactful experience moving customers to think of, purchase, talk about the brand that made it happen.
Creative Solution
First, find and hire the most extraordinary photographer-interviewer (Martin Usborne).. Next, find real customers willing to tell their stories and express themselves candidly without reservations. Then, put photos and transcripts into a beautifully designed hard-bound book. Oh, one more thing: the content included no selling of the brand, product or service, only a paragraph about the brand at end of book. The books are about them, the customers. Which says volumes about the brand..
