The Art of Sharing

I read recently that Pret A Manger is offering consumers recipes on how to make each and every dish they serve. Despite being a regular lunchtime haunt of mine, it’s unlikely I’ll be printing off how to perfect that chicken and avocado sandwich, yet the large food chain is being extremely clever. By sharing its ‘secret’ recipes with us, even if they're not groundbreaking, we feel comforted, and it gives the impression they are letting the consumer in, eventually building trust.

The same happens, for example, when a brand asks consumers to contribute ideas toward its next campaign, and then puts this into action. This allows consumers to feel part of the whole experience, showing them their opinion counts. Our ‘Smirnoff: U. R. The Night’ event held at Matter 02 asked consumers to vote towards pretty much every aspect of the event, right through from the DJ in each room, to the cocktails at the bar, to the overall theme. By the end of the night, the Facebook page received 13,500 new fans.

The more brands ‘share’ with their consumers, the more value exchange they create, and the more your brand advocates feel special, wanted and more likely to remain loyal.