Replicating the marketing journey in issues communication

July 14, 2009

In marketing, companies have made the journey from being brand-focused, to now being ever more consumer-centric (didn’t make this up; I heard it as recently as this morning in a podcast with Saacthi CEO Kevin Roberts.) In practice, companies are increasingly looking to create outstanding products and services that are easy to use or that match the most intricate customer needs. By doing so, they can instill in their customers a sense of loyalty which a branding approach alone could not achieve. Consumers are more cynical now; creating a fantastic brand which conjures up abstract images (I too can be the Marlboro Man if I smoke Marlboro reds) won’t work on its own anymore.

Don’t get me wrong. Branding still matters. But people expect the world, and no amount of smart branding can prevent a non-customer-centric company from appearing distant or to fail to meet the “what’s in for me/does it really do everything I could possibly want” tests.

Can we transfer this thinking to the world of issues, where companies and other organisations don’t try to sell directly but are looking to influence the general public and other stakeholders in order to showcase their activities in a positive light?

Certainly. Organisations need to be customer-centric on two fronts now: in terms of the tangible goods and services they produce, as described above, but also by matching customers’ demands for organisations to do good things and for their goods and services to be more sustainable. They reward companies that are doing their bit for their communities or the wider environment; to the expense of companies that aren’t although they might make fancier shoes (or whatever.) What’s more, this trend is accelerating, and customers are also citizens whose whims legislators are responding to at a fast growing rate.

So what should you do to remain customer/citizen-centric on both fronts? For a start, do the right thing, full stop (or start heading in the right direction.) No amount of smart PR (or branding..) will make you seem nice when you”re really not. Modern-day customers are too smart and cynical. Next, communicate on the customer’s turf rather than where you can make a big splash. Go where customers and citizens themselves are, listen to their concerns and respond to them. Meaning that you may need to spend more time looking at iPhone apps, Facebook, Twitter et al than getting into your paper of choice or getting on a billboard at the airport.

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