Is your brand a ‘lobby boy’?
Wes Anderson inspired take on brands
“What is a lobby boy?” Chief concierge Gustave H. pops this question in the latest film by Wes Anderson, “The Grand Budapest Hotel”. Hearing his answer I couldn't but think about…yes, brands!
This one accurate quote beautifully summons all that’s been said about brand development and how to make the best out of it. Let’s see.
1.
A lobby boy is completely invisible,
yet always in sight
I think that choosing a brand is very much like shopping. The problem is that brands often act like those overly attached shop assistants who get in your face before you even step into the store.
I don’t want that. I want you to be relevant: on time, in place and with good advice at hand.
I still remember reading about one campaign back in 2009. It was done for Israel’s mortgage bank Ha’Poalim, called “Wedding Direct” and targeted to reach newly married couples in Tel Aviv.
Over eight-week period, company sent out dozens of “wedding gift” boxes with envelopes containing a congratulations card, an IKEA voucher, a personally signed card from the local bank representative and an invitation to meet and discuss Ha’Poalim’s special mortgage package for newlyweds.
The outcome? A response rate with 25% of the targeted couples calling up to schedule appointments, plus numerous visits to different bank locations. Bullseye! On time, in place, with relevant advise.
2.
A lobby boy remembers
what people hate
Be about what people love; never forget about things they hate. You can assemble the most talented team, create the best selling product, build the most compelling story around it...But one tiny flaw and you’re out!
OK, not out but in a big danger of being ousted by a competing brand.
Take Instagram, for instance. Nobody likes to be left unpaid. So when Instagram thought of changing their T&Cs for exploiting user uploaded material in advertising without compensation, the number of its daily active users has dropped by moste than a HALF. From 16.35 to 7.41 million in one month!
The company backed down, users seemed to return but the daily use of Instagram’s service continued to decline. One tiny mishap…
3.
A lobby boy anticipates the client’s needs
before the needs are needed
The best user experience is when you feel you've been taken care of. Thus, brands need to always be one step ahead their consumers; provide them with new solutions before they request because once they request, it’s too late.
In 1977, Ken Olsen, founder of Digital Equipment Corporation, said, “There is no reason anyone would want a computer in their home”. By 1980's personal computers started booming the market.
The quote without context is misleading, as Olsen wasn't generally against the idea of home computers. What he had in mind was the powerful and complex machines of that time. However, this fail to foresee user’s needs lead to massive attempts to catch up.
Got thoughts of your own?
Share them with me in the comments!
