- Fri, March 02 2012
- Filed under: Marketing essentials
When was the last time you were enchanted as a customer? As an employee? As a donor? What was it about the experience that so surprised and delighted you?
According to Guy Kawasaki, former Chief Evangelist of Apple, enchanting experiences should be the norm, not the exception. In other words, you shouldn’t have to think hard to remember a time a brand or organization curated a delightful experience for you with their product or service. Kawasaki’s most recent book, Enchantment: The Art of Changing Hearts, Minds, and Actions, is full of inspirational and tactical advice on how to weave enchantment throughout your interactions with customers, donors, co-workers, bosses and just about any other type of human you come across.
The book is definitely worth a full read, but I’ve pulled out a few ideas below that are particularly relevant for cause marketers, whether they work directly for a nonprofit and are trying to build relationships with supporters or come from the corporate brand side and are trying to achieve social and business impact.
In Chapter 4 “How to Prepare”, Kawasaki outlines how to lay a foundation for enchantment. Here are the steps:
1. Make something great
Aspiring to greatness is a worthy endeavor, but an enchanting pursuit is helping your audience (customers, donors, employees) achieve greatness. That’s what a stellar cause campaign does: it empowers participants to be a force for good, to have a deeper connection to the cause and to have a meaningful and enjoyable experience with the campaign.
2. Conduct a ‘premortem’
A premortem gives the cause campaign team an opportunity to identify all the ways the campaign could fail and then solve those potential pitfalls with the campaign design. No one wants to retrofit an ongoing campaign or conduct a postmortem to understand how not to fail next time. It’s much more rewarding to get it right before launch.
3. Set yourself up for success
In other words, make it easy to get started and get out of the way so people can participate in the campaign. The art of ‘getting out of the way’ requires a keen understanding of human behavior and architecting the campaign to remove barrios to action and harness the momentum of existing habits. This can be achieved by embedding the donation form within a campaign microsite or adding an awareness petition to your Facebook profile instead of making people click off to another site to take action.
4. Make it short, simple, and swallowable
Think about the terrorism awareness slogan “If you see something, say something” or the environmental mantra “Reduce. Reuse. Recycle.” They are easy to remember and very precise. If you are trying to motivate people to take action in support of a cause, you have to communicate why it is relevant to them, what impact their action will have and how they can get involved. Speak to emotions, tell a story, use a metaphor that illustrates the cause, stay positive (scare tactics don’t work!).
5. Remove the fences
This recommendation is very related to number 3 above. Whenever possible, it’s vital to remove barriers, obstacles, speed bumps – whatever you want to call them – that will prevent participants from taking action. Not only should the cause be easy to remember, but it should be easy to find the campaign website, social media outposts or other channels. Whenever possible, eliminate extra sign-up forms or navigation outside of the primary home base for the campaign. Every extra step you require gives a participant another opportunity to opt-out or abandon the campaign.
6. Provide a default option
Technology makes it very easy to establish an optimal or popular path through the campaign experience. Most people will go with the flow, so a defaulted experience not only will make it easier to participate, but it will also result in more impact or awareness. Think about which donation value is likely to be most popular ($10 or $50?). Consider where your participants will engage with the campaign (computer? smartphone? At an event?). Pre-select opt-ins for campaign updates. Prompt people to share the campaign with their friends after they take action.
7. Establish goals
Kawasaki talks about this after items 1-6 above, but I think it deserves top billing. Everything you do to conceive, design and implement a cause campaign should be in service of concrete and measurable outcomes. Your goals are the campaign compass and signal to participants what you are trying to accomplish. Participants are more likely to get involved if they understand the end goal and how they can make an impact. Enchantment goes beyond being transparent and invites campaign participants to become partners in achieving the goal.
8. Create a checklist
I’m a huge fan of lists. You may think that something as practical as a list is the antithesis of enchantment, but Kawasaki affirms that they are useful for three reasons: they help people take action, they communicate that you know how to get things done and they motivate people by tracking progress towards the goal. If you’ve ever added a task to the list that you’ve already completed, just to feel the satisfaction of crossing it off, then you know how motivating a list can be!