Watching the World Cup 2014 in Brazil is an excellent reminder of the power of passion and the role of marketing. World Cup passion is found on the football pitch, in amazing quantity in the stands and streets of Rio, and in pubs and offices around the world. It would be safe to say that the tournament has become synonymous with passion, excitement, and shared experience.
The Roots of Passion
In the World Cup, passion comes from players and fans putting all of their energy into something bigger than themselves. For a short period, footballer players aren’t free agents taking in millions—instead, they are playing for their countries. None of the passion of the World Cup is accidental, and there’s an enormous amount of work that goes into whipping it up and serving it. This is no different than what happens between a strong brand and its most passionate customers. Today’s marketer needs to be an architect of passion.
For consumers, passion drives nearly everything they do—what to eat, what to wear, and how and where to spend their time. Connecting with that passion involves making the brand a part of how consumers define themselves and live their lives. Tapping into it requires a different flavor for different products and services, but here are common ways to foster and benefit from consumer passion:
- Create a strong, omni-channel loyalty program that ‘returns the favor’ for your customers’ business.
- Give your customers an outlet for expressing their passion that includes social media.
- Capture the context of your customer’s buying moments, and serve the most relevant interaction possible.
- Find ways to surprise and delight your best customers and draw them even closer to your brand.