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[VIDEO] PepsiCo North America CMO Talks Consumer Engagement

Everybody knows that when consumers feel connected to your brand, theyre more likely to become regular purchasers of your products. But how important is...

Frazer Jones
|Aug 17|magazine4 min read

Everybody knows that when consumers feel connected to your brand, they’re more likely to become regular purchasers of your products. But how important is it exactly to engage directly with your consumers? In today’s global production and sales atmosphere, how crucial is it to stay connected on a personal level with your consumer base?

In an interview with Brand Learning, PepsiCo North America Chief Marketing Officer Simon Lowden weighs in on this question thoughtfully and determines that, while of course staying connected is still critical, what is also critical is how your brand attempts to connect with consumers. Rather than just talking at them, consumers today want action.

“The bottom line is: people want to be entertained, engaged, and given a chance to be involved,” he explains. “That’s what it’s about.”  

Lowden cites PepsiCo’s MTN DEW Green Label campaign, which runs complementary to its traditional advertising by inviting consumers to congregate and discover new fashion, music and other talents and trends that fit their interest and allow them to connect with the brand on a deeper level. But while not every brand is capable of this large a campaign, social media makes many types of engagement possible.

According to Lowden, another critical thing is that brands cannot be afraid to fail in their consumer engagement strategies – it’s better to fail to connect and move onto the next idea than to hesitate and never make the attempt.

“The great thing about consumers today is that they’re forgiving,” says Lowden. “They’d much rather that you try than get it perfect. As long as you don’t screw up corporate ideas, you’re in a good place. They’re gong to give you latitude to try things out with them, as long as you try things out with them.”

 Check out the whole interview here: https://www.youtube.com/watch?v=IF_c3z0O9ME