Create relevance
I can’t resist writing about this. Recently I have been checking out the web site of this company, Hornall Anderson.
A blog post on the company’s web site by Laura Jakobsen just hit me today. This company hires people who definitely “get it.”
Jakobsen writes about the infamous wedding dance video where a couple dances to a boring, traditional wedding song and then suddenly the DJ starts to play “I Like Big Butts” and the couple breaks out into a dance that is so freakin’ hilarious and the wedding crowd goes nuts.
The audience is excited, the couple is excited, and the millions of viewers who have seen the viral video are inspired – at least according to the forum responses. . . The couple knows who they are and who their friends are. And instead of dancing to a traditional classic wedding song, they danced to something true to their character.
This is exactly the way to build community and get excitement generated. You have to know the audience, get feedback from it and then respond to it in a way that surprises and knocks the socks off of them.
This is an idea I use in my work all the time. When we develop a brand and apply it to packaging, I spend hours learning about the audience of the product. Who uses/buys this product? What gets them excited? But it’s more than just a research experiment. It is about looking beyond the numbers. Like a method actor, I get into the mind of the audience and then search for inspiration.
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