BRAND ENDEARMENT
BRAND ENDEARMENT:
RETURN THE HIGH-FIVE
BY: SCOTT STRATTEN
I LIVE on the road, in hotels, and airports. While some people
keep suitcases at the back of their closets, I live out of mine.
So when I read about the Genius Pack on USAToday.com I was
excited to try it out! I trusted the site, and the suitcase was exactly
what I’d been looking for. I ordered one that day.
The case arrived quickly and had all the compartments and
fancy add-ons I had hoped for (better pockets, phone charger
built in, dirty laundry compartment). I was a happy customer and
decided to tweet about it.
A bunch of my followers jumped in and replied, some of who
were also looking for suitcases. Travel, and anything to make it
more comfortable, is a popular topic on Twitter, and the tweet led
to a great conversation.
You know who didn’t join in though? Genius Pack. The company
remained quiet.
When would-be or happy current customers mention your
product or service, they are putting up their hands for a high
five. It’s not to say when we compliment a brand we must get a
reply, but when we make an effort to include the Twitter name, it
shows we are including you in the conversation. (I still remember
my first reply from the brand, Cirque du Soleil. Love them.) This is
an opportunity for engagement that is all too often ignored. As
businesses we are quick to reply to angry customers, but often
leave happy ones hanging.
Genius Pack wasn’t listening. Or, if they were, they weren’t
interested in talking with me, or the other would-be customers
putting up their hands.
At the time, I didn’t think too much about them not replying. I
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