She had everyone laughing for days. We’re still laughing.
Candace Payne was just having some fun with a Star Wars mask she purchased at Kohl’s. Her intent was to share the video with friends. She wasn’t selling anything; she wasn’t trying to build a customer base or retain loyal customers. She was just being herself.
Being authentic gained her over 100 million views, an appearance on Good Morning America, a ride in a car with James Corden and a lot of free Star Wars stuff from Kohl’s.
Recently we wrote about creating trust with your employees.
Chewbacca Mom shows us how to create trust with your audience – your customer.
We are not suggesting you find a character mask and video your staff laughing and having a good time. (Although you could do that if that is who you are!)
We are suggesting that you:
- Be authentic. Candace’s infections laugh and willingness to laugh at herself drew millions of people to spend two minutes watching her. Think of the hours that go into your marketing, advertising, layout of your establishment and presentation of your product or services. Are they consistently reflective of your company’s purpose? Customers can sense when you are trying to be something you are not. Understand your brand – and always be who you are.
- Know your customer. Silly videos on YouTube or Facebook may not be where your customer looks for you (or maybe they do!), but understand where and how your clients play, read, learn and shop. If you show up in those spaces, are authentic and deliver a consistent message with excellent customer service – they will start to click the like button and make purchases.
- Make your customer’s day better. Every experience at your store, restaurant, school, community, on the phone or at your website should provide your customer with product or service information they need – delivered with an upbeat tone and attitude. Your goal is to sell your product or service, but your mission should be to improve the moment for the person you are serving. Chewbacca Mom did that when she shared her laugh.
Perhaps sharing a video on social media can start a conversation about your business. If it is authentic, speaks to your customer and will make their day better, go ahead and post one. It can create a stir.
But, more importantly, make sure when those same customers walk into your place of business they are met with an authentic staff, who understand their needs and will do all that is possible to make their day better.
May the force be with you!
Tell us what your business does to build trust with your customer. We all learn from sharing!