The Color Red and Rubber Bands, who knew?

By now you've most likely seen the (Red) campaign created by Bono and Bobby Shriver. You may have seen coverage of Bono and Oprah's shopping spree at the Gap, Armani, and Apple stores on Chicago's Magnificent Mile. Maybe you've seen a bright red iPod nano floating around. Portions of the profits from all (Red) branded products will fund AIDS relief programs in Africa.

The concept is really no different from Lance Armstrong's "Live Strong" bracelets and the off-shoots from those. Who would have thought a rubber band could be such a fashion statement?

What the (Red) and Live Strong campaigns have done is simple enough. They've taken something as everyday and simple as red products or a rubber band, and used them to create an incredible buzz around world-wide campaigns to fight AIDS and Cancer.

What the marketers behind these successful campaigns knew is that the general public needs a reason to take action. A worthy cause is not always enough. Combine a worthy cause with something the public already wants and then you’ve got something.

The public may never actually want a checking account. But, the public does want the advantages of a checking account. It also wants the house that comes with a mortgage and the interest income that comes with a CD or IRA. Still, few people want to talk about these things. By default, that means no buzz unless, that is, you give them something worth discussing.

We all know that word of mouth is a valuable tool to any organization, so how can you get people talking about your institution? Instinctively we all probably look at our products first. Don’t. Products can be copied, and there are no intellectual property rights to 5.4% APY on a CD.

Challenge yourself to look deeper than that. Look at the experience of doing business with your organization. Find and reward champions of your institution, and make it a priority to continually improve and enhance your customers’ experiences. What about your institution is exciting and different from the rest? Have you created something that people will tell their friends and family about? Find that, or contact us and we’ll help you find it. Then, talk about it until you’re blue in the face (or Red). Better yet, ask your customers what they want; then give it to them, and encourage them to share their fabulous experience with everyone they know.