In a world of varying demands, we’re seeing more and more brands offer up specific experiences and options to please their audiences. Every now and again, they hit homeruns.
Enter Amazon with the announcement this week that Alexa users will soon hear Samuel L. Jackson’s voice when they request their favorite music, want to know the weather, or just hear a…friendly?…voice.
It remains to be seen if we’ll hear about those motherf______ snakes on that motherf______ plane, or if he’ll be quoting Ezekiel 25:17 (us Pulp Fiction fans have our fingers crossed).
The same was true for the Waze Craze a few years ago (or still?) when you could have anyone from boy bands to Morgan Freeman and even Arnold Schwarzenegger redirecting you to your next destination.
And yes, I’ll date myself with this next one – a few may remember when AOL offered up voices like that of Britney Spears when you opened up the program to hear those magical words – “You’ve Got Mail”.
There are tons of examples, but the point here is that it’s another move to create more memorable moments so consumers aren’t just engaged in the activity, but instead they feel connected to the experience.
After all, if a consumer if emotionally invested in a product, service or brand, the more likely they are to stick with it through thick and thin.
Brands facing a crisis – as all brands will do at some point – should keep this fact in mind when planning.
Yes, it’s true that we should all be working to engage our customers in meaningful ways. But crisis communications plays an important role in this process.
With this latest Samuel L. Jackson news, I wanted to share three things to remember when creating your crisis communications plans, hopefully far in advance of needing to use it:
1. Communicate WHAT?
Ask yourself this question when planning your key messaging – “how will our brand be represented in a crisis?” The story you’re telling now is what your audiences will remember in the middle of a crisis. Make sure it’s the right message and one that audiences can get behind and make a part of their life.
2. Communicate NOW
Start telling your meaningful story and find ways to get your key audiences emotionally engaged now. When “it” all hits the fans, you’ll need them to be on your side. If they aren’t, trying to get them there during a crisis is a hill you won’t want to climb.
3. Communicate OFTEN
Keep finding ways to get your audience engaged, and invested, in your brand. Look for new stories, testimonials, inside looks, and other ways to pull back that curtain for your audiences so they feel like they are a part of your story and on this journey with you.
Yes, it’s just Samuel L. Jackson coming through an Alexa device. But Alexa has claimed that 100 million Alexa devices have been sold – and I’m sure, based on the hype and excitement – that more than a few of them are big Sam Jackson fans.
Chalk another one up for Amazon in their quest for world domination through connecting with consumers and not only making customer lives easier, but more exciting.
I mean, who wouldn’t want Nick Fury potentially giving S.H.I.E.L.D. classified info out?
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