R: Who are you trying to REACH?
Seeing these contestants in their “natural” environment (eg. garage, patio, backyard, living room, or bedroom), surrounded by familiar household items (eg. photos, decorations, recliners, bookshelves) made them more human. There is no doubt some level of production and staging (eg. multiple cameras for different perspectives, specific placement of lights) but seeing the typical clutter you see around your own home, made these artists relatable.
UPDATED: As of Episode 16 (ie. the Grand Finale featuring the top 5), Lowe's got in on the action and provided the various furnishings and decorations for the contestants' at-home backdrop and stage. They even supplied the manpower to help with the setup. “Each of the contestants put their DIY skills into action and expressed their individual styles with the help of Lowe’s products in easy, affordable ways.” said Marisa Thalberg, Lowe’s executive vice president, chief brand and marketing officer. That's a timely marketing strategy taken by Lowe's as a home improvement store.
And instead of an audience of mostly strangers, their family and friends are in the same room with them. Franklin Boone’s daughter was holding a “Go Daddy” sign with mom. Olivia Ximines’ family was watching from the kitchen and rushed in for a hug after her song. DeWayne Crocker Jr’s nieces and nephews were dancing as their uncle sang “I Feel Good” by James Brown. All these are “beautiful to watch”, commented Luke Bryan.
Do you see your customers as people or just financial transactions in your books? Can your customers (which should also include your employees) relate to you as a person or is your company just a paycheck or an email address? Find the opportunity to reveal a little about your personal life (where appropriate) via a video message communicating actions your company is taking during COVID-19. Put a face to the name of your spouse and/or kids when your staff and you are having a video conference.
"Making of an Idol B.R.A.N.D." is part of a series of blog posts titled B.R.A.N.D. Freeze. I hope to 'freeze' a moment in time and discuss valuable insights into branding.
Check out Part 1 or continue with Part 3.