Give a little respect get a little

God knows how much the new St Pancras station cost but what a joy it is to arrive at every morning. The hotel clock tower peering through the ‘shed’, the beautiful restoration, the plethora of eateries and of course Fat Face for a cheeky browse (on the way home of course). Everything oozes of respect for William Barlow who built it way back in 1863. I can’t help picturing it full of steam and orderly civilians tipping their bowlers to bid fellow passengers a safe onward journey. Why the do people think it’s ok to walk the full length of a good old English queue and push in. Avoiding stereotypes, these are generally Brits, with nothing but rudeness coursing through their veins. Rarely is there even a reason – e.g. a bun fight for seats, there is nearly always room for everyone. The other day I did the rather un-British thing of challenger a ‘pusher’ as they are known. I said, “Excuse me mate, would you like my ticket?” When asked why, I simply responded by saying, “if you feel you can push in, why don’t you take my ticket as well.” He puffed his chest and stormed off accusing me of being “f*!king rude.” I still haven’t quite worked out why, but what I do know is he utterly lacked any form of respect.

Putting a positive spin on this, I think respect is one of the most underrated terms used in marketing today. You’ll here a client talk about ‘respecting the brand values’ but do we spend enough time respecting consumers? If someone (consumer) is prepared to give a brand some time whether its watching a TV ad, or writing a review or passing on an email the very least you can do is make the most of their time.

Try this – think of the most famous person you’d like to meet and imagine you have 10 seconds with them. What would say? How would you behave? What would you want to get out of the encounter? How would it meet you expectations?

Now try the exercise as a brand meeting a consumer. You’ve got 10 seconds, what would say, how would you behave…………..and so on. If you can respect that initial period with a consumer it may lead to a longer dialogue. So often we respect our own craft and don’t consider enough about, am I being respectful of their time, am I wasting it and do I have permission to say what I want to say.

Part of the challenges Facebook have faced recently is respecting the community – if you want to talk to me, respect my time in this space.

Top Shop Facebook App

Big respect to the Top Shop App on Facebook, which is useful to consumers and used amongst the community. Big respect to Play’s scuba game for Fosters where a blokey bloke is quite happy to burst bubbles of lager in a huge tank. Big respect to Nike PhotoiD that actually does what it said it would – design a shoe that matches the colour of my boxer shorts. These are all campaigns, which make the most of the time with their consumers.

So let me know if you think ‘respect’ should make it onto the creative brief and in return I’ll let you know which famous person I met and how I made the most of it.