Calling All Humans!

Earth Shattering

January 9, 2007 changed the world of technology forever. There is a good chance most people won't immediately recognize that date, but it is the date Apple Inc. introduced the iPhone.

Conquering, Despite Set-Backs

Despite network issues, terrible voice coverage and RIMs already deep market penetration, Apple was still successful at their new take on the smartphone. Why? Was it the apps in the iTunes store? Was it the touch screen? Was it the seamless MP3 player (iPod). Was it "visual voicemail"? Although these features helped, there is a much bigger element that goes unnoticed. It's the same element that will allow the iPad to edge out the Nook, Kindle and the Sony Reader.

The Missing Element

Months ago, I had a conversation with my sister, Victoria Brady, a journalism student at GVU. We were discussing the future of digital vs. traditional newspaper. I made a comment that people don't want to read off computer screens or iPhones. Consumers would rather read from good old fashioned paper and ink. The rise in electronic devices is due only to necessity and convenience. Today, a good friend of mine, Geoff Wood was the recipient of my rant on a similar issue. So what is this element? It's called the human element.

The Human Element?

We appease the human element by appealing to more of the senses (Touch, Smell, Sight, Hearing and Taste) The human element for Apple is the ability to take the "computer" out of their electronic devices by adding "touch" to "hearing" and "sight". Have you ever interacted with the iPhone? It feels natural, it feels as if you are really interacting with a surface. There isn't any delay or lag time, everything interacts to YOU, the human. This element seems to be what draws people to the iPhone. The more human you can make something, the more engaging the response from your audience. Did you catch that? "The more human you can make something, the more engaging the response from your audience."

How Does It Play Out?

Have you ever kept a business card, or brochure piece because it had a unique emboss, or premium paper, or perhaps was a bit odd? Have you ever recalled memories from a texture or surface? Our screen based technology has changed the way we communicate, but designers and marketers must never forget that they are still communicating to humans. Humans don't want to view the world through a screen or passive environment. They crave tangible interaction with their senses.

Calling All Humans!

We shouldn't ignore new technology or mobile devices, but in themselves they are only a small piece of the pie. Keep the human element in mind. Supplement your "screen based" communication methods with a more human touch. Mail a letter or use a clever brochure. The more "human" your next ad piece, the more reaction you will get.

Image used from Apple.com

Go For the Gold, Not the Gold-Rush.

The Gold Rush

In 1848 James W. Marshall discovered gold near the American River. What he and his boss (John Sutter) wanted to keep secret soon leaked and news spread quickly. In less than a years time more than 24,000 people had poured into the area to make themselves rich. Of course, the first to arrive and get working ended up making a substantial profit, but what about those late comers? Do you think they made any money at all? Our history shows us the people to arrive late, accounting for costs, ended up losing money.

That same year, a few parties on their way to the California Gold Rush, made a stop in modern day Colorado. After some panning, they too found gold, but distracted by the hysteria further south in California, they moved forward and forgot about their discovery. Not until a decade later (1859) did people finally return to this area, sparking the Pike's Peak Gold Rush (or Colorado Gold Rush).

Looking back, it's easy for us to point fingers and laugh at these goofy prospectors – what fools! They were sitting on a fortune, but were clouded by the activity further south, already being picked over.

What About Today?

In business, gold rushes are still happening and your marketing department isn't immune. Do their concepts and ideas reflect everyone else, or are they truly blazing a new trail? The businesses to start these rushes are making out like bandits (or prospectors) but those late comers are barely sliding by, or going backward. Maybe they are even losing money. Why? Because if you look like everyone else, people assume you are like everyone else, and this is always bad. Think about the body spray commercials Tag vs. Axe. Can anyone actually remember which commercial goes to which company?

Create the Rush, Make that Stop in Colorado

So, what can you do to avoid getting trampled in modern day gold rushes?

• Truly listen to your clients or customers, get their insight. If you send them more than a survey, and spend a significant amount of time with them, chances are you will be blown away by their amazing insight.
• Avoid your competitions marketing campaigns like the plague. Phrases like "I really like this ad, let's do something like this," and "we have always done it this way" are red flags.
• Look at emerging trends from different industries. Why are they working / failing.
• Accept discomfort.

Just like the prospectors in Colorado, trying something different may feel like a risk, but it is a bigger risk to try the same thing that has already permeated the marketing fabric. Go for the gold, not the gold rush!