Earn your chair at the dinner party

If you’ve read my article brands are like friends, you can probably sense my passion for making brands break into pop culture. So, I thought I’d continue this conversation even further as I can’t emphasize the importance of this topic enough for brands today. So let’s talk about how to earn your chair at the proverbial dinner party with your audience (your friends!).

I recently read a brilliant article by Tom Roach, (please give it a read!) about the traditional sales funnel and how it’s a fusty framework and model that we developed about a hundred years ago, when consumer behaviors were significantly different to now. Now, as new consumer consumption behaviors have been developed, we need to think very differently to attract, maintain and entertain audiences.

As consumers in today’s landscape, we’re used to getting things instantly. And for what’s called ‘low consideration products’ we don’t have time to even consider anymore, we just act. And we will act on the products that feel right, are easy to hand, speak our language, is in the right price range, feels trustable based on the UX, reviews, and such.

Different is for what’s called ‘high consideration products’, where it’s a product we don’t buy as frequently, and where it’s important for us that we get it right as we will stick with the product for a few years. For these products, trust is key, alongside image, features, price points, and more. But also, ‘high consideration’ is subject to who you are, your interest, and what you spend your money on, so this will differ depending on your target audience of course.

Anyway, Tom Roach’s model below is enabling a flexible and dynamic approach to plan your marketing efforts because there’s no right answer today; no brand is the same, target audiences are acting differently, the landscape is constantly changing and the world is probably the most dynamic it has ever been just now.

One thing that you will always benefit from, regardless of where you are as a brand; new player, old in the game, been around for a while, and what not; you want to have a seat around the dining table where you have a direct 1:1 access to your audience, your friends. You want to be heard, seen, understood, challenged, liked, and the other way around; you need to understand your friends, and learn how to speak their language. Because if you don’t you won’t get a seat at the next dinner, someone else will.

Why do you want to be there? The answer is simple — because this is where culture is being created and defined — the basis of why you can exist, as a brand. And people talking about your brand in an organic way around the dining table, the classical word-of-mouth approach, is a driver of so many metrics which all contribute to growth. People listen to people, not brands, and if you don’t learn how to speak to your friends like they want to be spoken to — you’re out.

So, how can you secure a chair at the proverbial dinner table?

1. Listen first, then speak. Listening is key for brands, you need to listen in to your audience’s needs, what they care about, who they are, and what makes them tick.
2. Speak their language. Real connections don’t come from someone trying to sit on high horses and give advice, real connections come from being open, real, vulnerable, and showing that you hear and can relate to them.
3. Don’t take yourself too seriously. Be fun, make jokes, don’t take yourself too seriously. Be generous and show your personality!
4. Show up. Be respectful of people’s time and efforts. Show up, be there.
5. Follow up and invite back. You might have those friends that love to tag along and just get the easy way in, but they never give back. Invite back, give something back. Sometimes just a follow-up and asking how your friends are will be enough.
6. Treat people how you want to be treated. Be engaged, listen, be nice and friendly, don’t just ask when you want something, ask without a second agenda. Build on the relationship from conversations that builds trust. Then you can ask for help or advice.

Becoming a part of culture is essential today to become a successful brand. There’s too much noise, but everyone wants to have good friends. Try to be that friend to other people and less a brand, and I’m certain you will get an earned seat at that next dinner party. It’s actually not that complicated.