I was startled when my 10-year old nephew demanded ‘jockeys’ while at a shopping mall. Asked why that brand, he pointed to a set of teenagers sitting on the railing, wearing low-cut jeans and obviously showing off their ‘jockeys.’ I had a mind to click a snap and post the ‘branding’ online but better sense prevailed. That was in a mall.
As I peek outside my window, the change in the cityscape is getting increasingly evident. With a little effort, the inquisitive can view what is inside the adjacent skyscrapers as the large windows leave little for imagination. Conditions apply, of course. And with towels to inner wears dancing from near-the-cloud windows, to the occasional gentle breeze, brands seem to be gaining prominence than the individuals. Avid marketers will certainly spend more time in the balcony, attempting to gauge and segment target audiences basis demographics and psychographics, which would have warranted an in-depth study earlier. This could perhaps trigger a new wave of customer engagement exercises. After all brands are now known to be seriously deploying resources in monitoring customers’ actions online. Why not allocate some on the balconies? A marketer friend on his recent visit to my apartment happened to see empty beer bottles lined up on my neighbours’ balcony. Smiling at the sight, he commented, ‘bachelors means beer, heh?.’ ‘Working women too,’ I added. He couldn’t believe until he looked at the garments dangling on the balcony string. Without wasting a second, he quickly posted the insight online.
Marketers are more than ever swooping down on digital natives and wooing them through innovative gimmicks so as to convert them into their fans. According to a Forrester survey, fans are much more likely to purchase, consider, and recommend the brands that they engage with on Facebook than non-fans.
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