Here are three things to keep in mind along your brand activation journey:
#IYKYK. Start With Data.
One of the best things you can do for a brand is going back to the well to perform robust brand health, reputation, and perception assessments. We’re doubling down on our efforts in this phase right now at Selective and the insights we are gathering give us a better sense of perceptions, gaps, and most importantly, opportunities. TikTokers use the acronym IYKYK, meaning “If You Know, You Know,” but for Marketers, it’s more like, “If you know the data, then you know your customers.” Everything starts with insights, so without that window into your audiences, you are either guessing or solving for your own “marketers’ view,” which might not always be accurate for your customers.
Invest in data: It takes time, but utilizing the best data-driven insights to activate your brand will help build long-term customer connections.
Uncover Opportunities and Solutions.
With data also comes opportunities, which translate into solutions that are relevant for your audience. At the height of the pandemic last year, Selective rolled out enhanced digital services options for customers to engage with the brand and access their policy documents, including updates to Selective.com, the MySelective self-service portal, and the mobile app. Since then, we’ve experienced double-digit increases in downloads, users, and engagement across all digital channels, which has propelled us to more quickly deliver solutions based on our customers' future buying and servicing behaviors. Digital solutions that enrich the lives of customers can form the basis for brand activation.
Authentic Storytelling.
Activation needs to connect with customers rationally and emotionally, which brings us to storytelling. The way “in” is through relevant and compelling storytelling. It’s about bringing a human element to what we do to resonate and connect with customers. The real everyday challenges and opportunities that customers experience can be addressed through stories. The more you can tap into your customers’ humanity – their view of the world and what you can do to help them – the more relevant you and your brand can be. It is in that relevancy where the storytelling thrives.
More than ever, brand authenticity wins in the marketplace – financial services and insurance brands need to embrace this to win the trust and loyalty of their customers across all demographics. Given the last 16 months of the global pandemic, consumers are acutely more aware of the ways brands interact with them and demand purpose and personalized solutions to meet their individual needs. And, as brand stewards, it’s our duty to know our customers and activate our brands accordingly so that customers trust us to care for their most valued assets and enrich their lives. Every detail counts.