You don’t notice it happening, but the effects are instantaneous. Your pupils dilate, your heartbeat quickens and your jaw drops. Is it love? Perhaps. Lust? Grrrr. It is an emotional and a bodily response.
When Ian Lyons, Jane Glasson and I pulled up to park, we happened to stop next to Cameron Pollard, marketing manager for Bufori. A comment, led to a conversation – and next thing you know, we are blocking traffic as Cameron gave us an impromptu tour of his beautiful, hand crafted car.
From the stitched leather seats to the meticulously laid out dashboard gauges, it was clear that this was no ordinary car. I would catch, moment by moment, a smile flicking across Ian’s face. We were all gasping at the design features – monogrammed toolkits embedded in the long engine cover, whisper quiet engine idling, chrome more dazzling than Miranda Kerr’s smile … with every moment we were, each of us, falling in love.
Reluctantly we parted ways. Cameron to talk to AC/DC, and we to our work days. But on reflection, there is much for brands to learn from Bufori – from the attention to detail, the craftsmanship and the passion that fires your imagination. Think about the story of your brand. Think about the way that people SHARE your story – who, how and where. Consider the way that you can use the P-L-A-Y framework to craft your engagement strategy:
- P — for power
- L — for learning and curiosity
- A — for adventure
- Y — the yelp of surprise and delight
Most importantly, think about that element that is intrinsic to your product, service or experience. Distil your features list and turn them inside out. What is that one thing that makes your fans pant with excitement? That is what you should be marketing – forget the rest.