consumer pr impressions

This past week, tens of millions of Americans rose before the sun and commenced the annual bacchanal of deal-seeking known as Black Friday. While the sale day itself has been extended, creeping further and further into Thanksgiving Thursday, and with Cyber Monday starting a week earlier and Small Business Saturday surging, there has been a lot of new opportunity in recent years, but the dynamics of the brand connection remain the same.

Here’s the thing, while Black Friday is big, it’s really just the appetizer before the main course of the month-long holiday shopping season. And, beyond that, it’s the first impression that could make or break a longtime business connection between certain brands and searching customers. With that in mind, whether you want to connect with your customers in the store or office, on the phone, or online, here are some fundamental tips you need to consider.

Make them Smile

The first, first impression happens the moment you connect. Whether it’s with bleary-eyed and turkey-stuffed Black Friday shoppers or with savvy online hunters clicking for site-to-site for the best deal, you need to give them a reflexive reason to smile. This is about emotions, not logic. Ideally, this is an unbidden response, something they may not even expect. It could be as simple as a kind and sincere voice on the other end of the phone or a silly or charming display in your store. For online, it could be a fast way to immediately connect with what they are looking for or a special deal to thank them for shopping with you.

Deliver Something Memorable

From there, you want to create an experience that is positive, a reason to exceed their expectations and break through the stress of finding the “perfect” gift for “everyone” on their list. This time of year, people are more stressed and more tired than most any other time of year. They feel more pressure and higher emotions. This sounds bad, but it’s also an opportunity. Brand that deliver good feelings in these moments have a greater chance of making a lasting impression because of the strength of emotions.

Make it Easy to Connect

This is a simple “win” that many people actively ignore or decide against. Time and time again, consumers rate simple connective opportunities as one of their biggest reasons for buying, especially online. When faced with a frustrating or complicated searching and purchasing process, consumers will opt out, clicking away to another site, where they may even pay more, just to save themselves the headache. This goes for in-store shopping too. You want to make it easy for people to find what they want when they want it. That means aware, informed, and proactive team members, and easy to follow and understand displays. It takes work, and you have to be proactive, but it beats not making the sale and losing that customer to the competition.

Leave Them Feeling Good

When your customer has completed their transaction, you want their positive feelings directly connected with your brand. It’s not that they found what they were looking for or they got that perfect gift, it’s that your brand made that possible. Do everything you can to immediately and consistently connect your brand with the positive feeling they are having in that moment. There are many ways to do this, from passive branding and active verbal and text connection. Whatever you choose, serve it with a smile and with a message of gratitude, and you are on your way to making the kind of connection that brings the customer back next time they want to smile.

5WPR CEO Ronn Torossian

Ronn Torossian - 5WPR CEO
Ronn Torossian – 5WPR CEO


Previous articleFive Tips to Get More Twitter Shares
Next articleMastering Influencer Marketing
Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.