Image by nayrb7 via Flickr
Most people return from a trip to Hawaii with memories of magnificent beaches, lush flora, delectable food and the awe-inspiring volcanoes.
After my 2002 Maui trip, I came back with all those memories --plus one more.
While I was in Hawaii, I shared some “spa-time” with Oprah.
No, it wasn’t planned. And, yes, I’m using the word “shared” a bit loosely. In all honesty, we didn’t even talk. But, when I sat down for a much- needed pedicure at the Four Seasons Spa in Maui, I sat down right beside Oprah . . . the Oprah.
I’ll never forget how beautiful and genuine she was that afternoon. She wasn’t superstar Oprah. She was Oprah, one of the gals, enjoying a little pampering at the spa.
Why am I remembering all this today, sitting at my desk in chilly, rain-soaked Indiana (which this spring, is just about as far away from sun-kissed Hawaii as you can get)?
Because this week marks a turning point for Oprah. She’s ending her long-running, multi-award winning TV show and beginning a new chapter at The Oprah Winfrey Network (OWN).
And so, for me this week marks the end of an era, too. I can remember watching The Oprah Show back in the ‘80s, and that means I’ve been following her phenomenal, record-breaking success for just about a quarter of a century.
Over those years, as I built my career in the marketing industry, Oprah taught me quite a bit. Now ranked as the richest African American of the 20th century, one of America’s top philanthropists and one of the most influential people in the world, I think she has taught all of us marketers some very valuable lessons about brand and message.
For example, here’s my short list of five marketing lessons I’m grateful to have learned from Oprah:
Be authentic. This may be the most important of all, and she certainly underscored it that afternoon at the Four Seasons spa. Oprah seemed to know instinctively, from the very start of her “brand” 25 years ago, that authenticity is key. She stayed true to herself –and honest to her audience –through a variety of ups and downs (and as anyone in marketing will tell you, that’s no easy feat). As marketers, our goal is to create a memorable brand experience for customers, and Oprah taught us to begin that process by being genuine, by being human. (For quick proof, check out Oprah’s Hair Through the Years, where she unabashedly shares her hairstyle do’s –and don’ts.) Of course, today’s social media channels demand brand authenticity. There’s a new level of transparency that’s impossible to ignore. Use a more casual and personable style, and make sure anything you do in a social media environment is about cultivating a two-way, engaged relationship with consumers.
Have conversations. The Oprah Show is the highest-rated talk show in American television history. It is also one of longest-running daytime television talk shows in the US, spanning more than 24 seasons and nearly 5,000 episodes. There’s no doubt about it: Oprah knows how to have a conversation –with her guests and with her audience, as well. These days, the key to successful marketing is to create the kind of customer-centric campaigns where your audience feels connected to the brand. In a world of spam, the challenge is to make sure each communication has a purpose and each offer is compelling. “Just selling” doesn’t cut it anymore.
Use an integrated, multi-channel approach. Oprah’s brand is multi-dimensional, spanning both traditional and digital channels. It now includes Oprah.com, The Oprah Show, O Magazine, Oprah radio, videos, The Oprah Winfrey Network (OWN) and more. Despite this depth and breadth, however, Oprah has maintained a unified voice. All of the channels work together, reinforcing one another and enhancing amplification even more. This integration provides tremendous opportunities for conversations, and it encourages consumers to return again and again to participate with the brand in fresh and innovative ways.
Be consistent. Adding to the channel integration, Oprah offers hers audience consistent messaging. We all know what Oprah stands for; in many ways, she’s as reliable as a good friend. By contrast, variability erodes the value of your product or service. Consumers don’t want to have one kind of experience on one channel and then a completely different experience somewhere else. Their expectation is that your brand will be consistent wherever they find you. That’s why it’s critical that you ensure your messaging is concurrent and purposeful across all channels – whether traditional or digital. One word of caution: don’t equate “consistent” with “boring.” The goal isn’t uniform, monotonous messaging. But, you do want to aim for regularity and dependability.
Simplify. At Oprah.com, there’s a section titled “Everything Oprah” – that’s where, with one click, consumers can access whatever they need, whether that’s a list of upcoming topics on Oprah Radio, news about her philanthropic initiatives, or a t-shirt from the O Store. Oprah’s brand is designed around busy women, and she knows that her audience has little time to waste. These days, as the number of digital channels expands, all consumers are feeling bombarded with messages, and it’s not surprising that they have less patience than ever before. Like Oprah, you need to respond with content that is relevant and concise. Simplify the process for your prospects, and you’re more likely to get a slice of their ever-more-precious time –and build brand loyalty.
The Oprah Show is ending. But, for Oprah, that means she is merely turning the page. I’m sure we’ll all continue to learn from her new ventures on OWN. And who knows? Maybe some day she and I will get a chance to compare notes . . . and toe polish. (By the way, it looks like I need another pedicure!)
Do you have an Oprah story to share? What lessons has she taught you?
