Koolkids talks: Sports as a never-dying consumer passion point

In the realm of business, longevity is somewhat of a hat trick. This is because it is hard to get, but very possible. The rapid change in consumer needs has illuminated the need for sustainable marketing strategies. Leveraging passion points gives brands a better chance of developing loyal customers. Brands need to demonstrate to their clients that they are sincerely dedicated to it. Every brand will have a different approach to this. Sports are one method with a proven track record of impact. In this article, we’ll explore some of the ways you can get your customers to show the same kind of loyalty as football fans. So, whether you’re a fan of the sport or not, read on for some helpful tips.

The Intense Loyalty of Football Fans

Do you know the intense loyalty football fans have for their team? the kind that will always be there for them? the kind of passion that has been woven deeply into the culture and has been passed down from generation to generation. As a brand, you should be striving for the same kind of loyalty from your customers. It’s not easy to achieve, but it’s definitely worth it. There are a few things you can do to foster that kind of loyalty. According to Topend Sports, football is the most popular sport in the world, with over 3.5 billion fans globally. This means that football is enjoyed by roughly half of the world’s population. This opens doors to new opportunities to connect with customers. 

How brands can leverage this passion point for Customer Loyalty

So what’s the key to getting this level of loyalty from your customers? Here are three ways brands can connect better with football fans:

 

1. Leverage the “unpopular” culture within the community: In order to build brand loyalty, brands can associate themselves with identified communities that comprise the game. Burger King once identified and associated its brand with the football gaming community by hosting competitions and rewarding fans online. This resulted in an increase in brand mentions, engagement, awareness, and product trials. 

 

2. Connect with them on a personal level. Fans feel a connection to their team because they share common values and interests. Brands can create this same kind of connection with their customers by identifying what they care about and resonating with those values. Creating customized, branded football kits for fans is a good example. It adds a level of exclusivity and a personal touch to the experience.

 

3. Create exclusivity using digital experiences: Fans feel like they’re part of the team, and they’re proud to wear the team’s colours and cheer on their players. You can create the same feeling of connection with your customers by giving them access to exclusive content, providing them with customer support, and letting them be a part of your community using exclusive NFTs that give them access to a locker room Virtual reality experience before a big game.

 

Finally, football fans are among the most devoted customers. They are devoted to their team and will go to any length to show their support. One way to capitalize on this never-ending passion is to optimize the consumer experience. This enables your brand to resonate with the identity of that community. If you can accomplish these goals, you will be well on your way to developing the same level of loyalty between your customers and your brand that football fans have for their team.

 

Reach out to us today and let us help you connect better with your consumers using tech, insights gained from intelligence over time.

 
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KoolKids talks: how brands can create experiences for Gen-Zs

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The pandemic year, 2020, was a paradigm-shifting year that changed everything. The coronavirus caused an abrupt acceleration in the digital revolution. The typical customer has much higher expectations than just a smooth digital transaction. Companies want anticipatory, personalized experiences throughout the entire customer journey now that they have access to their personal data. –Harvard Business Review

It is obvious that consumer expectations were already in the rise before Covid-19.

According to Statistica, The Gen-z’s are the youngsters [10-25] that make up over 25% of the Nigerian population. This generation alongside the millennials currently account for the working population of the country which places them as a viable market for brands with offerings that cater to the young population. This is because they have the market size and purchasing power needed to help any brand excel. 

The Gen-z are used to getting their information digitally, they’ve never known a world without the internet. The gen-z’s look for brands that can provide them with unique and engaging experiences for transactions. This is due to their love for flexible lifestyles. This is evident in the shift from full employment to owning businesses and doing gigs according to Amuge,2022.  They want to be incontrol of their lives and see strict laws as mediocre.

If brands want to create unique and memorable experiences for the Gen-z’s in Nigeria, it starts with understanding what they care about. Figuring this out will help in the creation of activities that will reflect their values.

How can these experiences be created? Easy

First, brands can create experiences by leveraging popular culture (pop-culture). To the generation Z, social media is real life.Local has become the new cool. The internet has also accelerated globalization which has also adulterated culture. However,  Knowing what is popular and what is in demand will be very helpful when creating experiences for the gen-z. Brands must discover their interests. The level of engagement would be driven by using what is popular in the society at that particular time to create experiences for them. Brands must study consumers’ habits and preferences before using pop culture to create experiences. It will increase engagement by understanding and addressing gen-z pop culture. Like Axe Canada; they launched a #Praise Up campaign in order to celebrate and reaffirm men’s freedom to express. They created a bond and increased engagement with their followers through this.

Furthermore, Technology can also be used to create experiences for the Gen-z’s through education and engagement. As a result of growing up in the digital age Generation Z frequently use the internet and social media Instagram, Snapchat, TikTok just to mention a few. Brands can use these platfroms on their mobile phones and laptops to create experiences for them. Brands can use virtual reality and live streaming to create a branded, interactive experience. This can even be used as external triggers for product trials and create information awareness for brands. This was used expertly by Heineken when they launched their first Metaverse Beer, Heineken Silver. While customers could not taste the beer in the Metaverse, it triggered their beer cravings.

 

In conclusion, Brands need to understand what the gen-z’s want and need in order to create experiences that will make them keep coming back. The Gen-z’s want brands to be true to their words, to be authentic. They want brands that can engage them and communicate with them through their preferred platforms. If you keep these things in mind, you’ll be well on your way to creating memorable experiences for gen-z in Nigeria. The dynamic nature of these elements and passion points should be harnessed to create memorable experiences. Businesses therefore have to optimize their operations and offerings to create personalized experiences for this Generation.

Looking to create memorable experiences for your customers that will give measurable results to your brand? Contact us today

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The Rise of Low-Touch Experience in Marketing

In today’s world, many brands are becoming aware of what it takes to acquire customers and retain them, hence the need to adopt several methods. The rise of the post-pandemic consumer who values safety and convenience and adopts technology has heightened the need for several components to devise a suitable customer engagement model and put it into action. This development is why many brands, companies, and organisations have embraced the low-touch model as a path for their customers. As a result of the large number of places that have adopted this, it has created a ripple in the expectations and preferences of many people as they tilt more towards the path of a low-touch customer and choose to be a rider on its journey. But to get the ball rolling, let’s start by helping you understand what low-touch customer service is. 

In customer service, there are several levels at which a company supports its customers. There are ways common to a lot of brands. From personalized chats or calls to an everyday dialogue box to a reliable customer success manager (CSM) a customer could chat with, companies have devised a significant number of ways customers could reach them, table their problems, ask questions, or even express their grievances. This development has not only proven to be an excellent inclusion for any brand but also a means to bridge the gap of trust between them and their customers. 

In light of this, there exists a difference between these types of customer service. One is high-touch, while the other is low-touch customer support, whose journey we’ll shed more light on. The reason behind any brand’s having two separate models isn’t farfetched. With different customers come diverse needs, and these two models cater to them. Low-touch customer service is when your company employs automated systems to engage with its customers digitally. Some customers don’t require one-on-one support. For instance, if a customer has a problem that some other customers have had; there’s hardly any need for personalised service. 

In this case, a customer can call your support line and connect to a front-line support rep. In addition, low-touch customer service employs the services of digital tools, such as online chat, standard codes, emails, call lines, or self-service knowledge base articles, just for the purpose of tending to customers’ needs. So why do you think several people have come to lay their expectations on this service form? This reality has no quadratic equation either. Firstly, in a world that has grounded itself digitally, it’s only wise that this form of support be expected or even preferred by any customer. 

The launch of the Marriott Hotel in Nigeria, managed by Connect Marketing Services, is a perfect case study of applying low-touch experiences to the customer experience. As experienced designers, we faced a number of hurdles in order to meet our clients’ needs. One of which was throwing a lavish celebration in the middle of a pandemic. The Marriott brand had three critical demands from us: to retain its worldwide standards and high-end luxury; to assist the brand in attracting the right entry into the Nigerian market, and to drive business objectives by giving them first-hand experience of the hotel. Thereby, triggering prospects for patronage 

We included a virtual reality element into the guest experience, allowing them to examine every room, bar, and other attraction in real-time via their connected devices, in order to evoke lasting memories.

In conclusion, low-touch engagement models are also more cost-effective and helpful for mass-market, lower-value customers. This quality makes it a viable and quality option for both the company and the customers. In all, there’s an easy route that comes for people on this journey. When you think about a win-win situation for both parties, talk about low-touch customer service. It is, therefore, important to take into account that low-touch experiences do not totally eliminate the use of high touch experiences. The knowledge of the customer through empathy, data, and technology should guide the usage of this model to deliver on marketing objectives.

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Event Planning: Digitizing the red carpet experience in Africa

Event Planning: Digitizing the red carpet experience in Africa

Every event gains recognition by the caliber of people that it is associated with. Over time, brands have utilized events for activations and associations through sponsorships. The COVID-19 pandemic enabled us to reimagine every element of event management with the use of modern technology to create unique experiences. Depending on the event, the glitz and glam, as well as the quality of the experience, are integral to what makes the event whole. This brings to light the need for the red carpet experience to be top-notch as this part of the event showcases the strata of individuals that have attended the event. Due to the high media presence at this point of the event, event planners and attendees utilize this platform to make newsworthy statements. This is to increase mentions and awareness. Bringing the elements of technology and newsworthiness to play, we will see how the transformation of the quintessential red carpet has transformed post-pandemic events.

Maya Jama in the first ever 5G powered augmented reality dress on the BAFTAS 2020 red carpet
(Image credit: EE)

First, digital fashion has become an element in digitizing the red carpet. In 2020, we saw Maya Jama wow the crowd in the first ever 5G powered augmented reality dress on the BAFTAS 2020 red carpet (Leake, 2020). With the use of technology, the MTV Base presenter made a futuristic fashion statement by bringing her seemingly regular ball gown to life in augmented reality. This feat made the event newsworthy and opened the eyes of fashion enthusiasts and event planners to the possibilities that can unfold with the fusion of creativity, innovation, and technology.

Furthermore, the red carpet backdrops have moved from still prints into an interactive experience of a real-world environment. Brands can now animate brand assets to highlight key elements and create unique experiences for attendees. This was executed expertly by Connect Marketing Services in the Balmain and Chivas XV Collaboration-Gold Version in Lagos, Nigeria. Attendees experienced a magazine-like augmented reality backdrop. This was to put emphasis on the celebrity status of the attendees. This was also used at Marketing Core 2022, where the studio attendees could interact with elements of the event’s brand mark. 

In conclusion, managing large events can be demanding. Hence, the need to infuse technology for a better experience. The pandemic hastened the adoption of new technology in numerous industries in Africa, and marketing is not left out. Digitising the red carpet brings an oddity to your event. Hence, creating a refreshing experience for an existing idea. It is, however, important that the choice of technology and scale of events be considered in the digitization of the red carpet. This should be done without being oblivious to the possible technical challenges that may be experienced whilst bringing this to life. It further brings to bear the need to engage an expert.

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CONNECT MARKETING SERVICES HOLDS SECOND EDITION OF MARKETING CORE

Event host, Moromoluwatiketike Akinborewa; speaker, Aizehi Itua; and some of the studio audience at Marketing Core 2022

Nigeria’s foremost experiential marketing company, connect marketing services, recently held the second edition of its annual digital conference, Marketing Core.

The hybrid event had in attendance industry giants and thought leaders in the marketing space. It also featured workshops where topics revolving around marketing in a frictionless world were discussed by Tech expert, Yosola Atere from Nigeria, Anks Patel from the UK and Aizehi Itua from Nigeria.

In a press briefing with the agency’s Head of Brand and Comms, Aizehi Itua, he stated that there is a need to future-proof the talents in the Marketing industry and this can be achieved through knowledge transfer. This will enable them to compete favourably in their various industries.

Aizehi also stated that businesses need to have a proper understanding of the new and emerging consumers the COVID-19 Pandemic has produced to help them best position themselves for success. This event has done that expertly. We are building on our successes from last year to champion the digital transition of experiential marketing in Nigeria and this is one of our numerous platforms helping us achieve this. He added.

The event was also sponsored by Alpha and Nimbus and The Ambulance Company.

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