Greetings...
The Oscars were watched by an estimated 1 Billion people globally last night... it must be true-- movies and perhaps a short "escape from reality" brings people together! I had an "a ha" moment during the 2013 Oscars telecast -- specifically during the "Captain Kirk" intro an it was reinforced throughout the evening. Giving people a "moment in time" what they really want...escape to Paris in Les Miserables, journey on a boat in the sea with The Life of Pi, or simply see action at its finest with James Bond in Skyfall.
So my Oscar goes to...the Customer and Member!
Our customer, or member, simply wants a "moment in time" when they visit us, too. They want that new car, the dream vacation, or simply to pay for my child to go to the right college!
And we can give them that moment!! IF, we have all of our touch points and brand aligned.
As I began to think about this-- and how we can give our customer/member that moment...there were three key lessons that jumped out at me while watching the Oscars last night...
- Relevance matters: How can we provide the "right moment" for our customer/member? By asking the "right questions!" James T. Kirk STILL draws attention and a standing ovation? He has stayed relevant across time! How does a make-up artist on a small, low budget film attract any attention? She/he is relevant to his target audience and blows out their opportunity! Both important points for marketers in every industry...relevance is the ONLY thing that matters.
- YOU can win: How does the small film from Africa make it to the Oscar night with a 9-year old leading star? Because she has talent! No matter how small, how remote, how unknown you are today...tomorrow can be a different day is you have a true point of difference AND everyone works together to make it a night/day of magic for the customer/member!
- The Story Matters: Regardless of age, color, creed, economic, or social status... having a moment in time that is all about "me" is what connects people. Action film, historical documentary, love story, epic drama..that format has mattered little...the moment that I can "get away" from it all has mattered greatly. Remember, its the STORY people want to hear and connect with!!
Think Starbucks...that's EXACTLY what they provide. Sure a good cup of coffee...but the WIN is that the cup of coffee is EXACTLY how I want it and WHEN I want it. People want access to time (mobile deposit)...more of it... security for it. EXACTLY what we as bankers and credit union folks provide.
Our challenge??
Being Relevant...Realizing that WE CAN win...and connecting people to US how they want and when they want...regardless of the format. Sure, some formats offer better storytelling or better service but the bottom-line...there is ROOM for each of us to stake our claim and be a Oscar winner.
It just takes focus and energy...
But that is the next blog!
Cheers!
Bruce
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