Business can be pretty awkward sometimes. That’s just a plain and simple truth, especially when money and livelihoods are on the line. But in order to make win/win business transactions happen, both parties need to be open to new possibilities, which means having an open and trusting relationship. At Haute Companies, we pride ourselves in our ability to invite people in and make them feel at home.
So, what’s our secret? And how do you apply it to your own business? I’m glad you asked.
You have to put the end-user first.
What do they want? What do they need? It’s not enough to tell them all the features and benefits. You have to draw people in with experiences that make them feel at home and encourage them to let their guard down. Show them how you can solve their most pressing challenges. Help them make the connection between pain points and solutions—your solutions. Because ultimately, people go with their gut, which means you need to dig deep.
Prong #1: You have to have conversations.
When you’re trying to uncover new insights to fuel your business, it’s important to have the right kind of conversations and build community. I’m not just talking about a focus group. I’m talking about building community to gain real-time marketing insights, create more useful content, and prioritize projects.
This prong is Haute Dokimazo’s specialty. Their award-winning methodology fosters the connections and conversations that drive participants to take action. These sessions used to begin with a hug, but these days they usually kick off with an on-camera fist bump.
Prong #2: You have to make it unexpected.
Our team at Haute Rock Creative says it best: “In an increasingly digital world, prospects and clients are used to receiving emails and whitepapers, PDFs and PNGs. Why not give them something more tangible to tie together your integrated marketing campaign? And why not take it a step further by sending those gifts from your sales representatives so they are the face of your campaign?”
Think about it this way: Nearly 20 years ago, hearing your computer say “You’ve got mail!” would make our heart go pitter-patter. Now we’re forced to delete hundreds, if not thousands, of emails each week, and a quality piece of mail is now what brings us joy. Invite them into your world with something fun and unexpected.
Prong #3: You have to be consistent.
Keep your messaging streamlined and simple to follow. Too many conflicting campaigns can clutter up the landscape and confuse your audience. Often, businesses fall down this hole when it comes to swag and merchandising, even at an internal level. At Haute Companies we’re aiming to solve this pain point by opening SwagHub by the end of 2020—a service that gives you curated products, branded campaigns, and no-inventory storefronts.
Prong #4: You have to immerse them in the experience.
Just because we’re living in a socially distant world doesn’t mean we can’t learn lessons from Haute Rock Entertainment. Our concert experience, Haute Mess Fest, was a huge undertaking that required careful planning from every angle. From the parking lot to the bathrooms to the dance floor, every touchpoint was built with the attendees in mind.
Treat your end-users like Haute Rock Entertainment treats attendees. Immerse them in your brand at every touchpoint.
Prong #5: You have to be neighborly.
Always consider inclusivity, which means building your campaigns and experiences around diversity and accessibility. Conduct your business with a giving heart. Always ask yourself, “How does this help my community?”
This is the approach we take at Haute Spot, where we like to give back to our local community by participating in fundraisers and maintaining a focus on sustainability.
Our (Zoom) door is always open.
As you can see, this five-prong approach plays out across each of the Haute Companies brands, and we’re always happy to help you give it a try, too. Simply connect with me on LinkedIn or fill out our contact form to get started.
About Haute Companies
Haute Companies is a collection of five brands that embraces the unconventional to build human-to-human connections. To learn more about how we can help you make stronger connections to clients and prospects, contact us today.