Connect
Description:
In this issue we explore how brands make connections and build relationships in the crowded, noisy, competitive digital space. We promise there are very few pick-up line puns.

Connect

Fall 2011

Making Connections

by: Daniel Knapp
The elementary years gave us the timeless “If you were a booger, I’d pick you first,”
and “Let’s change the alphabet and put ‘U’ and ‘I’ together.” Middle school seemed to accentuate the failures with “Let’s make like a fabric softener and snuggle,” and the sci-fi-enhanced “You must be an alien because you just abducted my heart.”

Luckily high school, and its accordant maturity, brought us the sure fire “Was that an earthquake or did you just rock my world?” And once in the nearly adult world of the college bar scene, “I’m not really this tall…I’m just sitting on my wallet” never failed to impress.

We all know that even the best pick-up lines are overly obvious, often bemusing, and generally unappreciated. So why do brands keep trying them? Why do we marketers fall back on “half-price today only” gimmicks? Or the ubiquitous “buy one get one free” offer?

The answer is pretty simple: They work! Right? I mean those customers become our biggest fans, don’t they? They are the ones who extend our advertising buys by proclaiming our product’s virtues in the social space, right? Those same consumers are the ones who willingly pay full price next time for a product that’s worth every penny, correct?

Real relationships aren’t free. They aren’t one way conversations, cheap trials, samples, or giveaways. Those may be techniques to get noticed or at least be seen by the one [target audience] we love. But without sincere intentions, a real interest in our customer, and the capability to help them achieve their aspirations, those pick-up lines ultimately fail.

In this edition of Logic + Magic, we explore how brands make connections and build relationships in the crowded, noisy, competitive digital space. And we promise, there’s not another pick-up line in the entire publication!