Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)
For many brands, engaging right and most profitable target is a nightmare. They keep casting their nets in different directions and hoping they will get it right one day. Many brands’ efforts are concentrated on pleasing every tom and harry. At the end, they often waste their energies and resources on a wild chase.
Two days ago, I watched a movie with title ‘seducing Mr. Perfect’. It is a Movie produced by Mark Hyun-tae starring actor/Actress like Jung-Hwa, Daniel Henney among others. ‘Seducing Mr. Perfect’ is a story centred on a young lady-June Kim- who is searching for a man that will make her life colourful, warm and beautiful. In her search, June keeps sacrificing many things in order to please the guy in her life. She often becomes over protective and ‘spoiler’, June Kim is always the one who goes extra- miles. She fixes a date, pay the bills for each hang outs. June is the one to make the phone calls, June always betray the fact that her life depends on the relationship.
But for Kim’s efforts, her rewards are usually heartbreaks. In most cases, none of her boyfriends wants to be spoon fed. They do not want a lady who they feel has a self-esteem issue. Kim’s boyfriends often complain of being dominated by her instead of being allowed to take responsibility. Kim did not know this is a weakness until it is a bit late.
As fate will have it, the company she works for got a new Managing Director on a loan from United States. One thing leads to the other, Kim became the Managing Director’s Executive Assistant. Somehow, the new Managing Director helped Kim in identifying her relationship weakness and he suggested she work on her esteem, play the love game on a levelled playing ground. Kim was properly briefed on the need to allow the other party’s involvement. The Managing Director also suggested the need for change of orientation, improvement on Kim’s personality. To be successful also, Kim must promote a little bit exclusive. These lessons eventually work out for Kim. From the above, we strongly believe brands can learn some vital lessons in search of perfect target that fit into brand’s philosophy.
Work on the brand esteem: No brand will ever attract right target without a level of self esteem. No one wants to be associated with a liability. Every target wants to brag about their association with a brand. If a brand does not demonstrate its value it may not attract any valuable association. Kim was told to change her esteem. As long as Kim allows all her boyfriends to see she is a weakling without any esteem, she continued to be an object of ridicule. To attract right target, be sure you build brand esteem. The foundation of this is to know what the brand’s value is and how the right target is.
Never dominate your target: Brands that dominate their targets do not last. In today’s world, many targets want to be involved in daily activities of the brand. Brands must identify its role and encourage targets to be part of the brand building process. We live in the age of power of involvement or engagement. If a brand continues to spoon-feed its target, it will definitely fail.
A form, level of exclusivity is good for the brand: many people appreciate a form of exclusivity. Even if the price is generally low, playing the game of brand exclusivity will aid patronage and support