Absence of real value can impede outcomes…

By Robert Wheatley

Web platforms of various kinds are popping up right and left as a path to engagement for consumer brands, especially those launching new products. Some immediately fulfill the definition of clever and creative, but are they bringing sufficient value to the table to gain sustainable traction with the intended audience?

Fundamentally, we believe the path to substantive consumer interaction is related to a value exchange: the consumer’s time and attention in return for something of intrinsic meaning and usefulness beyond a quick laugh or novel design and programming execution.

The first question any brand communications planner should address in developing on-line strategies — “what problems or needs are we about to solve?”

This is not a case for boring, content heavy, knee-deep narrative written in engineer-ese. Rather a careful examination of how a site can be constructed first to bring added value to a consumer’s lifestyle. From that foundation you can layer in innovative design tools and video to add interest and entertainment value.

Example: Kimberly-Clark knows that children don’t enter the world with a training manual. And new parents are sponge-like in their desire for helpful information on dealing with their child’s early development. To support their Pull-Ups product line, the brand has created a web platform to deliver reality TV-like documentary videos about a group of six families going through the potty training experience, plus blog, social media interaction, resource center for articles, etc.

The product sell message is not heavy handed. The goal is to engage parents with information they want and need about an inevitable rite of passage for their toddlers. The six families provide context and perspective about different ages and situations parents may feel are more relevant to them. The reality style production without script helps the communication feel honest and authentic.

By being helpful and useful to parents, Kimberly Clark is on the path to earning a legitimate voice in the lives of their customers. The key here is to start with value strategy first and not creative technique. The priority given to this emphasis on problem solving and resource should permeate the creative process. In doing so the site’s value proposition is not diluted by well-intentioned cleverness that can compete with the primary message delivery.

What do you think?