Straight Talk: Creating a Higher Level of Engagement
Boldt: "Be entertaining." Easy to say and sometimes even do, but how do you get that to translate into a good response?
Pick: Once again, insights are key. Rapp's philosophy is Customer Obsession ... being fixated with our customers, and understanding them and what drives them-and that includes what amuses them.
Humor builds rapport, and if people feel you "get" them, they're more likely to feel you're worthy of a relationship with them. With Sky TV Wrestlemania, we had a particular challenge of urging a very diverse group to watch WWE wrestling at a particularly inconvenient time. [Rapp used a faux-red meat package, complete with dried, fake blood, with the tagline, "Who's Gonna Be MINCEMEAT?" to promote a live pay-per-view event to New Zealanders, for whom the 7 p.m. Orlando, Fla. show time was noon on Monday. Results? More than half of the 14,714 mailed paid to watch the event at lunchtime Monday.] By approaching it in an entertaining and relevant way, we were able to get through and build rapport-and that's what drove response.