A few nights ago, I saw Dave Portnoy of Barstool Sports filming a commercial for a cellphone company. Portnoy is a pretty likable guy, but this simple ad, using his own iPhone camera to capture his message as he strolled next to a peaceful lake, was refreshing – and thought-provoking.
I liked him. I liked the scenery. I liked the downhome approach. And in a world that is populated with impersonal gadgets like AI and robots and smartboards, that authenticity, that realness, that personal touch is a welcome relief.
That is the reincarnation of the personal testimony which is returning to the advertising world. According to a recent Attentive study, 96% of consumers are more likely to buy products when the message has been personalized. And as President & CEO of Grapevine, alongside my team, we are constantly exploring the most effective ways to deliver the most effective messages, messages that touch the individual customer – personally.
A Little More on the ‘Personal Touch’
What is that personal touch? It’s the testimony of a client whose attorney won his auto injury case. It’s a monthly blog posted by one of our clients who paints a detailed picture of the process for designing and installing the perfect lanai and who describes the happy reaction of the homeowner. Maybe you stumble upon an informational chat about the types of health insurance options available for seniors, delivered by a senior who has been there and succeeded.
The personal touch is popular with those of us who are seeking a break from modern technology, but the innovations that are available to our team at Grapevine are invaluable in helping our clients achieve success. We can celebrate 21st-century change without losing the bond of trust that’s so important to us.
A perfect example of our efforts to effectively combine individual stories with modern methods is our client, Marrow Mates, an organization that establishes connections between blood cancer patients and potential donors whose gifts save lives. The messages which are shared internationally thanks to the tools at our fingertips, are powerful, touching and use real stories, conveyed by real people.
How We Leverage Modern Tools
-
- Via social networking platforms, like Facebook, TikTok, YouTube, Instagram and LinkedIn, we can share updates, videos, promotions and links – all while tracking the effectiveness of each message we carefully create.
-
- Video is king – and our ability to use attention-grabbing graphics and cutting-edge digital editing platforms opens a new world of ever-changing creative opportunities.
-
- Client feedback means the world to us – and it helps steer projects in the right direction, staying true to their brand while creating work that drives results. We can analyze the effectiveness of our efforts using interactive client and agency tools, including third-party reporting, vendor-provided analytics, custom dashboards and executive summaries. And, of course, AI is immerging as a valuable resource.
At the end of the day, it’s about celebrating our clients’ stories and utilizing new technology to amplify their voices. But what we’ll always treasure is authenticity and the value of individual relationships – the personal touch.
About Grapevine Communications
Grapevine Communications is a full-service creative marketing agency celebrating 23 years of success on the Suncoast of Florida. To learn more about what we do, visit our services page or call us at 941-351-0024.
