Playing the long game

A first post from me on this blog, so I thought I’d mark the occasion by gently tossing one of my daily (relevant!) thoughts into the ether…

On the train this morning I listened to my favourite track of the moment – Dog Days Are Over by Florence and The Machine. I love that track. Actually, that’s a lie. I love the first 1 minute 40 seconds.

They’re sublime. After 1 minute 40 however, my interest wanes. Sure, the track is still great, but the fragile brutality of the first chorus (and the deft build up to get us there) just isn’t matched.

And this isn’t a one off. For me, the supreme intro to Can’t Stop by The Red Hot Chili Peppers precedes a merely satisfactory 3 minutes, while the gorgeous electronica of The Pet Shop Boy’s Always On My Mind riff outdoes the rest of the track like Usain Bolt out-jogging a grounded narwhal.

Isn’t this so often true of the way brands approach consumers too? You get courted at the off with flashy promises that a brand will listen to their customers – and react accordingly – but before too long you suspect their heart isn’t really in it. Or a company sets out to integrate sincerely with social media, but loses their way. Sure, they start with good intentions: “@customer123 sorry to hear things haven’t gone so well, DM me your ref no. and I’ll see what we can do” but before long the slickly branded platforms read “Last updated by Noah and a couple of goats”.

And what is the value in that? A box ticking exercise it may be, but that isn’t helping people to connect.

One of the most common struggles I find with creative approaches to encouraging conversation is the consideration of ‘the long game’. Of course, it’s great to have a stunningly clever kick-off idea (let’s shave it onto a llama!!), but if you don’t then develop the relationships you build with customers and potential customers, the investment in the llama farm could all be in vain. They might take a bit of work, but long term relationships are a lot more meaningful than commercial one night stands.

Carrying a conversation over time is what turns me on. As denizen of the creative corner here at 1000heads, I’m constantly exploring ways to connect people over extended periods and while not an easy thing to do, it’s most satisfying when it works. When it comes to compiling my Desert Island Discs you see, I’ll be returning to my White Rabbits. Tracks that ooze quality from beginning to end, leaving you more than satisfied long after the needle has left the record…

Brought into the world on Tuesday, August 11th, 2009 and filed under Uncategorized.