How Effective Consumer Engagements endear brands:Coca-Cola,GTB…

There are two brands on my mind that aced it when it comes to consumer engagement:

(i) Coca Cola

(ii) Bringing it home to my country Nigeria: Guaranty Trust Bank.(GTB)

For the records I have no affiliation with these two brands aside being a consumer (look up my profile for verification)

Have you seen the Coca advert #Shareacoke? watch this video below and catch up with my insight

No doubt coke aced this campaign with effective Customer engagement and research. Her targets are teens and Millenials

Coke re-emphasizes Dale Carnegies golden rule ” …a person’s name is to that person the sweetest and most important sound in any language” (Author: How to win friends and Influence others)

Since Its first trial in Australia in 2011 the #shareacoke campaign has featured in about 50 counties and counting.

It’s been observed that brands who allow co-creation among their loyal targets have always steeped their return on Investment. Two things are constant in the Social-era among high flying brands

(I)They have strong SOCIALCURRENCY.

(ii)They achieve this by Effective Engagement and Co-Creation

The #shareacoke campaign engaged people by allowing them submit their names. In the end the campaign wasn’t completely a Coke Campaign; but “Our campaign”. The consumer was part of creation process and when it started trending, Cokes Social currency Steeped!

Back to the Nigerian Market, one brand stands out when it comes to effective engagement it’s a Bank called Guaranty Trust Bank (GTB) my first encounter with this bank was as an undergraduate.

I choose to open an account having been told by friends you could open an account free of charge. Like a natural skeptic I walked into the bank filled in the forms and necessary process and true to their words,It was free!!but that wasn’t it.

On walking out of the bank, I get a beep on my phone Informing me of my new bank account number and saying “thank you for banking with us”. That must be the biggest joke of the year: my bank account details in minutes!!

I felt like walking back to the bank hall and just hugging everyone who attended to me: especially the beautiful courteous Staff.

That simple act hit home for me and that was it:till tomorrow I have an affair with this brand with no apologies.The brand also sends you a birthday felicitation on your birthday.

Today you can open a GTB account even on Mark zuckerbergs’ social network Facebook

My reasons for going into details is simple. Prior to now, these little acts of kindness are not completely common. As I write, the record still states: the customer is KING and still wishes to feel like one.

So, next time you think of customer engagement, think co-creation and effective customer engagement.We can’t wait for the #shareacoke campaign coming down to Nigeria.#Africasbiggestmarket:+170million population and counting.

What are your thoughts and experience…?

Namaste!

Charles Umeh

Charismaticcharles

@charismacharles