An example of how to gain credibility and respect through audience engagement

An example of how to gain credibility and respect through audience engagement

The Times ‘Crime Central’ today carries a fantastic story on how a Police Officer turns Jacko fan to win over festival crowd. By joining in and signing along with the festival revellers via megaphone he is able to engage with the audience sending them home with some fond memories of a good night out.

For me this represents a perfect example of how brands, particularly those in the financial services space should be engaging their ‘target’ audiences online. The most effective campaigns today involve two way comunication of highly targeted pertinent and relevant messages. By ‘buying in’ to his audience the Police Officer immediately establishes a rapport and credibility with them. I suspect the audience would have done anything he requested at that point.

Financial services companies need to appreciate that it will make good business sense to engage and empathise with its target audiences via social media – not necessarily to ‘sell more’ but to keep consumers loyal to the brand (sales are likely to be a happy bi-product of the strategy). The tools and mechanisms are already in place via FaceBook and MySpace etc. All it takes is a little imagination and the will to do it. What are financial brands waiting for?

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