The Velcro Idea

20May08

http://rurl.org/r1x

Was reading this article by David Armono about web 2.0 being velcro. Love this idea and agree with it. Everyone is concerned and always talking about making a site ’sticky’. Even my peers will bring that up once in awhile. But we do need to remember the bigger picture… ’sticky’ gets you recognition in the short term, but what really keeps customers coming back? What is the velcro/loop part of your web 2.0 experience? This is a tough question to crack and cost even more of a clients budget, which they aren’t always willing to give. This is a bigger brand model idea which, as agencies, we need to sell to clients.

Of course there will always be one-offs, viral segments or quick campaigns that get a boost in sales, but when talking about your brand – you need to dig deeper on all levels of engaging with a customer.

What examples do others have out there for brands that are velcro? I suppose you could say the full experience you get at Zappos is an example. They’ve been in the news a lot lately… I even had a friend order online on Saturday and they got the shoes on Monday with a note saying they hoped they exceeded his expectations. Needless to say he wouldn’t stop talking about his order all day. That’s an experience both on and offline that makes you come back.

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Tags: experience, velcro, web 2.0, zappos