The below table is a consolidation of lessons shared in an internal discussion of 360 DI strategists across the network for best practices before during and after an event.

An additional follow up consideration for all, especially for complex programs, is Social Influencer Relationship Management.

If you have some experience designing or participating in these brand events, please throw in your $.02.  I think it could benefit all parties to avoid the pitfalls in mistaking participants invited due to their audience and influence for people who are already passionate about everything your brand does.

I received a letter from Marie Gray, CEO of St. John Knit at home this week.

I assumed it would be about the economy.  That’s why we hear from CEO’s these days, right?

It wasn’t.  It was a 5 paragraph letter about a major change in the staple color of the staple fabric of the classic clothing line: the black Santana knit.  For various reasons including the environmental impact of dyes, the fabric color dying process has changed over the years.   Marie Gray writes that she had noticed that recent “black” collections had a bluish cast and had migrated far too close to their navy blue color.  So, they innovated.  They created a new process that would use less water and energy and produce a truer black that will be called “Caviar”.

Why does this matter to loyal customers like me?  In short, your old stuff won’t match the new stuff.  Part of the beauty of the items is that they last forever and you can mix and match items from lines and years.  It is garanimals for grownups.  The letter mentions that all stores and consultants have been armed with swatches of old black, navy, and new caviar for people to compare for themselves and prepare for the changes.  It also reinforces St. John’s commitment to craftsmanship at a time when other brands are focused on discounting which re-reinforces why this is a brand worthy of of a weekend – as well as my loyalty and respect.  While I wont be making any big purchases any time soon, the swatch compare will drive me into the store on my next NYC trip and who knows, maybe caviar will be hard to resist.

It’s not because they are the first US airline to begin testing onboard broadband internet (although, seriously, kudos). It’s the fact that Southwest Airlines honors their customers. Southwest doesn’t need to state what customers deserve from flying SWA because they actively demonstrate this honor and respect through every touchpoint.

The company’s “Nuts About Southwest” blog is a group blog in the largest sense of the word. It features posts not just from employees all over the company – boasting titles from “Sr. Manager of Proactive Customer Service Communication” to “structural mechanic”, but from customers as well. In particular the blog has been featuring the adventures of a customer through his Persian gulf deployments and has continued to “adopt” the other servicemen onboard the USS Nimitz. Yesterday’s post from the USS Nimitz’ Marco Meloni isn’t the stuff of slick PR, but it demonstrates a genuine respect for the people who keep Southwest in business – their customers.

Updated 9:30am:  Southwest also listens.  They sent a kind comment of thanks within 2 hours of this initial post. 

So that started me thinking, why do people make their brand love permanent with tattoos? I understand the desire to closely associate with a brand whose philosophy you share, but brands are run by people and change over time. It takes extreme faith in a company’s desire to stay true to the brand’s meaning to break out needles.

Nike is so enamored of the idea of their employees making a permanent commitment, that in Fall 2000, they brought tattoo artists to campus “just in case there was interest” and about 30 “Ekins” (Nike spelled backwards) took the plunge. The phenomenon of the swoosh tattoo rippled out from there. Another extreme example of brand tattooing is Disney Tattoo Guy, who sports Disney icons on 90% of his body. Permanent promotion! Maybe tattoo artists should be brought to more gatherings of brand fans “just in case” someone decides to join the tribe.

Below, I am sharing a smattering of brand tattoos that I found particularly entertaining – the final being a potentially cautionary tale about how tattoo meanings can change as brands do.

Consumer Tats:

Geek Tats:

And, oh, how things change…

Are there any brands for which you feel such a passion that you’d make it permanent? And I thought a weekend was a commitment!