Talk to the Hand (Raisers)
With the recent passing of Elizabeth Taylor, and all of the focus on her famous jewelry, I find myself thinking about hands. I remember visiting Grauman’s Chinese Theatre at a young age and being so impressed by all the famous celebrity hand prints. The romantic in me is thinking about how Elizabeth found the one man who would put the 33-carat Krupp Diamond on her hand, Richard Burton. The marketer in me keeps thinking about how we focus on consumer’s hands and the actions they perform. As marketers, we should be looking to find consumers who will fall in love with our goods and services over and over just like Liz and Dick. They were so in love that they married each other twice.
There are approximately 622,000,000 hands in the United States. Hands help us form powerful connections. They caress an elderly parent’s face, soothe a crying child, and pet our beloved animals. They pass out business cards, sign contracts, and introduce us to new partners. They also have the ability to click on our offers, write for more information, or call to buy a product.
Hands are a vital part of our interpersonal communications. Without our hands, we would not be able to post 140 Million Tweets, send 5 Billion Text Messages and 465.7 Million Emails, open 584 Million pieces of mail or redeem 8.2 Million Coupons each day. We repeatedly strain our digits by texting, twittering, blogging, and using our cell phones. It is no wonder that there are 8 Million people whose hands suffer from carpal tunnel syndrome.
Hands also select which products, services, and offers a consumer is interested in. These qualified hand raisers are consumers who identify themselves as a prospective customer by giving their contact information. They click on a website or respond to a DRTV advertisement, and want to be connected with relevant brands of their choice. Marketers are able to find hand raisers through paid and organic search, social media, email marketing and other lead generation opportunities. Behavioral targeting and data mining also allow for customer centric marketing.
One marketer, above all others, is capitalizing on the power of hands. Allstate has incorporated hands into its logo and tag line, “You’re in good hands with Allstate”. The hands help convey a brand promise that the insurance carrier will deliver to its customers.
Our messages need to be powerful enough to gain the hand raiser’s attention. As marketers, we need to continue to search for qualified hand raisers who will find our brand and offer impossible to resist…just like the Krupp Diamond.