Inviting Your Consumers Backstage

One sure-fire way to connect with your consumer is to invite them backstage to get a preview, insider view or special insight that builds trust and loyalty.One good way to entice customers to your website or blog is to send them an invitation to meet you backstage.

Pulling back the curtain and sharing insider knowledge or perspective makes people feel special, especially if the tour is authentic, not just a come-on. 

As a kid, I enjoyed when my dad took me on an early morning visit to the railroad station to watch the circus unload. Seeing how animals and huge tents were transported was more fascinating to me than the actual circus.

If the key to marketing today is to establish relationships, then making customers feel like trusted friends is a good start toward making them feel trust toward you. Of course, that requires more than a good backstage tour.

Fashion designer Rebecca Minkoff doesn't just rely on the traditional Fashion Week runway to get buzz for her handbags. She employs a full arsenal of social media. She placed a Vine video on Twitter showing snippets of what goes on before a handbag makes its way to the runway. She debuted her new line on Snapchat before it appeared on the catwalk.

Minkoff teamed with Tumblr and Nordstrom on a T-shirt design contest, with the promise, which was kept, that the winning design would be strutted down the runway. The T-shirt also was sold at Nordstrom. She lined up an exclusive interview during the show to share her insights.

During Fashion Week, Minkoff posted pictures on Instagram and tweeted, including a backstage camera angle that literally made viewers feel as if they were backstage.

Not surprisingly, Minkoff has a large, loyal following. She has transformed her consumers into friends, confidantes and partners.

Relationship-based marketing demands more than coupons and sales pitches. Consumers need a point of connection. Allowing them to peek backstage of your operation is a pretty reliable, sure-fire way to create that connection.