Why Relationship Marketing is Brand Marketing
Summary
Editor-in-Chief Kim Davis had kicked off the conversation by asking which channels were most important for the brands attending, and the reply from Abby Spatz of Adama Partners set the tone for the evening — responsive and forthright, and raising many additional but closely related topics. Something Id like to get out of our conversation tonight is how to get the "why" into our messaging: why its important for a customer to open the email, or follow us on Instagram, or want to speak to a sales professional. Stefanie Fertitta, managing fan engagement for the NBA, admitted to relying "really heavily" on email: Mainly because its cheap and cheerful, but also because were segmented, similarly to a lot of you. Putting out a value proposition which draws consumers in and converts them into customers is one thing, but what about offering the kinds of deep brand experiences which turn them into long-term fans? This is something were hearing more and more about, here at DMN: the connections between the experience economy, the importance of brand values, and the move from purely transactional relationships to something deeper, richer, and longer lasting.
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