Feed Your Sneezers
Who first told you about that new independent coffee shop in town, introduced you to your new favourite app or got you to binge watch Stranger Things in a single weekend? That person is a sneezer.
The sneezer, as defined by ubermarketer Seth Godin: “Sneezers are at the core of any ideavirus. Sneezers are the ones who, when they tell ten or twenty or 100 people about an idea, people believe them.”
So, great…that’s what a sneezer is. But how do you harness the power of the sneezer? You feed them the line they sneeze to others. These concepts need to be deeply engrained into the very heart of the brand, the experience of the customer, the message of the advertising.
At Global Fire, we’ve worked to communicate a couple of key dynamics which our sneezers share with others. Those are “small team, big videos” and “your video department”. What we hear people telling their associates is that “Global Fire feels like they’re just an in-house part of the company” and that “they do so much with such a small team”. These are the lines our fans sneeze when they talk about us.
Feeding your sneezers is about more than straplines, though. Your brand culture must match the expectations built when someone learns about you, but hasn’t experienced you yet. When those things match up and there is no lapse between expectation and delivery, that makes an experience worth sneezing about!