The key is to find the right balance of targeted messaging without coming off as “overly creepy,” said Goldsmith.
One way to do this is to talk with customers instead of at them, explained Kelsey Agostinelli, VP of marketing operations at Mars. She cited how its pet food brand Royal Canin aims to bond with pet parents over shared experiences, like training a new puppy or keeping a senior cat healthy.
“If you can co-create with your communities, then you really are personalizing in a way that’s going to be authentic to your brand,” Agostinelli said. “It’s also the co-creation and the building of the brand with your consumers that helps avoid the creepy.”
Leaving room for old-school tactics
Melissa Levy, president of Sparks, pointed out that it’s crucial for brands to recognize that important audience conversations take place offline, too.
“I think we’ve gotten so far away and have relied on the data so much. There’s nothing better than being in that booth and asking people questions, getting their opinions,” she said. “It’s really important to go old school and do some surveys. Make sure that you’re talking to your customers.”
Gregg Molander, senior director of brand experience for AARP, shared an example of how The Ethel, which started as a newsletter to reach women over 60, became an offline community. First, readers began engaging and organizing meetups in an open Facebook group, and AARP took notice.
“We then created a closed Facebook group, and more of these groups have sprung up to the point that they’re doing events in 48 states and D.C.,” shared Molander. “It’s a tremendous example of listening to what our audience is saying, really trying to understand what their needs are, and providing an environment for them to grow and connect with each other.”
