Lessons from the Pulpit

We often forget the power of childhood images and memories in creating deeply seated meaning in our lives.  What images and lessons from your childhood still resonate with you today?  If a commercial for Slinky's or Etch-a-Sketch came on TV right now, would you smile and be swept back in time?  The truth is, basic human development requires us to find meaning and understanding through the symbols and messages which surround us each day and the messages we see as a child stay with us long after adult logic has set in.  I was reminded of the power of symbols in a recent visit to a church in my area.  Regardless of your religious beliefs or preferences, the key lessons of this experience should speak to you as a framework of questions you can ask yourself about your customers:  what images and core drivers do they hold in their hearts?  what are they searching for?  and how can your products or services provide it?

My story:

I've lived in the Piedmont Triad area of North Carolina since 1998, yet I hadn't found a church that felt like home in all of those years.  I was searching for something, but I couldn't put into words exactly what that something might be.  Eventually, I stopped actively looking for a church family and focused my spiritual development in self-study.  

Then, this past Saturday morning, a 90-year old lady knocked on my door.  When I answered it, she was kind and gentle and shared her pleasure at some aspects of our community.  She was not there to evangelize about her church, she was there to get to know a neighbor.  (That's a lesson most brands forget, building connections and relationships before selling!)  But as our conversation continued, she asked about what church I attended in the area and I shared a bit with her about my plight at finding a church family.  (She was pre-qualifying me there, without even realizing it.)  It was then that she mentioned her church home and invited me to come with her the following morning.  

Sunday morning I came to find her in the 9am service.  The feeling there was more casual than I preferred, but the songs and symbols spoke to me and the folks there were welcoming.  (How many brands forget to make new customers feel appreciated and welcome?)  So, I decided to stay for the 11am service, a more traditional service in the main sanctuary.  It was there that the deepest message resonance occurred.  In the sanctuary were stained glass windows similar to those in the church I remembered as a young girl, a minister with story telling talent along the lines of what I recalled, and signs and symbols that revealed the messages behind the faith I'd grown up with.  Without even trying, the church felt like home.

I've since been to the church and the feeling was the same.  This time the messages were deeper as they had provided me with a booklet that outlined the meaning behind the symbols throughout the sanctuary and chapel, symbols I knew were powerful for me, but for which I had forgotten their intricate meaning.  And my experiences there got me thinking about brands and businesses.  What has gone amiss that so many forget the power of inviting new folks in, embracing their presence, educating them about what is available, and remaining with them to build a story together?  Business could learn much from my experience with this church, starting with the power of tapping into childhood memories, dreams, and beliefs.

Knowing Your Audience Prevents Mishaps

As a market researcher, I am always on the lookout for events which speak to the need to create stronger processes and listening channels which strengthen communication and prevent mishaps.  Below is one story of my recent experience with a local charity auction that shows clearly, knowing your audience is essential to smooth operations...and the only way to truly know what they are thinking is to ask.

---

The final resultSometimes, especially in a tough economy, we can have our focus so pointed on work and maintaining our source of income that we forget about giving back to the community.  But, I try to avoid this trap as much as possible and so when I heard of an opportunity to decorate a model house that would be auctioned off for charity, it struck me as an opportunity to help others in a unique way.  The event is sponsored by a non-profit.  Houses will be displayed and auctioned off on Friday, September 24th 2010.

I spent quite a bit of time considering what image I'd like to create.  Over 40 hours later, with donations of old beer, wine, and liquor bottles from Foothills Brewing in downtown Winston-Salem, the masterpiece was complete.  I thought some might like to see the results of my work and decided to publish a few pictures.  

But this story has a twist.  

I turned in the house on September 7th.  The guidelines had been broad, allowing for artistic expression in the creation of the homes, but a few days later I received an email telling me the house could not be displayed as created due to fears of someone cutting themselves on the glass surfaces.  The solutions were thin and expensive, I'd invested too much in the creation already to be able to afford them.  I was told the house would not be displayed or auctioned as intended because the lines of communication had not been clear and constant.  

What could the sponsoring organizations have done?  Well they could have taken simple steps to ensure that all submissions were within their expectations.  From asking for a brief description of the artist's plans for approval before they commenced work, to restricting the kinds of products and surfaces engaged for the project, to simply making a rule that all results must be child-friendly in design.  I have a feeling that next time around such steps will be taken, but this story goes to show that without excellent communication and a constant focus on what various audiences are thinking, mishaps can occur, even if they are unintentional.

E-volution Cycle of Great Customer Insights

I was asked recently to create a posting for Junto, a blog of healthcare marketing professionals run by Franklin Street.  Upon reflection, I decided to share the core ideas behind a concept I've developed on how great customer insights are developed.  See the start of the entry below and click the link to read the full posting on Junto's page.

---

I was asked recently to speak about the challenge of brand positioning in a business like healthcare where consumer decisions are complex and emotions run high. In a world of mass-marketed prescription drugs, rankings, word-of-mouth, and regular scientific advances, the average consumer is overwhelmed with both myth and fact. So, how do you cut through the clutter of information to become a preferred healthcare provider?

I’d recommend the first step is engaging what I call the E-volution Cycle of Stories. A process which will allow you to understand and build a better brand story that tightly aligns (and evolves) with what your consumers need and desire. I’ll focus here on understanding your current consumers, but this cycle is just as effective at gaining potential/prospective consumer insights.  

CLICK HERE TO READ MORE

Connie Chesner Receives "Fearless Woman of the Triad" Award

90 years ago, women's suffrage gained a major turning point and women gained theConnie with Terri Starnes-Bryant--Check out the COOL sword! right to vote.  In honor of this anniversary, Fearless Woman Magazine sponsored a nationwide search for fearless women and the first annual Fearless Woman Day.  As a part of this process, Connie Chesner, Right Brain Discoveries Founder, was selected as the 2010 recipient of the Fearless Woman of the Triad award.  

One of only 13 awards to be presented across North America this year, the award will be presented as part of a 2-day conference held at the prestigious Piedmont Club in downtown Winston-Salem, entitled:  Reach It SUCCESS! in 2010! Why Wait?

The conference will be held August 26th and September 23rd from 11:00-2:30pm and includes an impressive array of speakers and insights on approaching life success in a fearless manner.  Ms. Chesner was nominated for the award by Scott Davis for her fearless approach to all aspects of life.