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Peter Fiskrethinksmarketing-how to be engage people in more real and relevant waysin an always-on, connected world of digital technologies-inan extract from his newbook “Gamechangers:Creating innovative strategies for business andbrands.” Rockstars know that there is a fine line between success and failure. There isn’t a setformula to be cool, why one record will be a global mega-hitand another won’t feature,or what it takes to be worshiped by millions of teenagers across the globe. Sometimes things just work. They hit on a sweet spot, they find a vibe. They resonate. I first explored resonance in a physics lab, when too electromagnetic waves get “insynch” they start vibrating much more than normal–sonic boom, flash of light. Theanalogy is not scientific, it is about finding that point where, despite crowds and noise,brands and individuals are “in synch” … they resonate. WhenI push my daughters on their swing, it seems hard work at first, but then the swingbuilds momentum until it finds a “natural resonance”, a frequency at which the swingmoves further and easier than at any other. Most brands find this hard to do, to finda natural resonance, to be in tune with theircustomer’s worlds. Too many brands are obsessed about themselves. They are driven by their own goalsand priorities, launching a campaign to sell everyone the product they want to sell at atime when they want to. They target the TV shows we most love, interrupting them to sell us something which we are not in the mood for buying. They incentivise us with couponsand loyalty points to buy more of what we don’t need. Finding the right frequency of brand communication, proposition or narrative that“resonates” with your audience therefore becomes essential. Rapha is a brand that understands resonance. The premium cycling clothing companyshares a passion for the rituals of the Sunday morning cycle, as seen all across France forcenturies. The name comes the aperitif drink St Raphael, the equipment design echoesthe eccentricities of Tour de France heroes like Eddy Merck. Most of all are the bikeshops, where the lycra-clad enthusiasts can be found discussing aluminium frames androad gradients. Rapha shops are primarily a meeting place, a coffee shop with the bestespresso around, building community and sharing ritual passions. Resonating. It’s about my world, not yours Finding resonance means starting from where the customer is. There are two times whenI love to listen to music–when I driving my car, or working out in the gym. In thesemoments I love to turn on a great tune, turn up the volume and be immersed. If you wantto sell me a great track of music, or a better listening experience, these are the momentswhen it is relevant. Car dealers or filling stations, fitness clubs and sports shops would bethe perfectly places to sell me music. Not in a music store, even an online one. “In context” is about time and place, enabling through associations with the relatedactivities which the customer does. For decades we have moaned about banks, stores and phone lines being open when weare busy, and closed when we have time. Slowly, forced by a new breed of challengerswe can do ever more when and how we want–the 24/7 call centre of shopping mall.Store formats have changed in shape and location. Mini supermarkets on street cornersor at rail stations offer premium convenience, compared to the drive out of town. The mobile phone will eventually be more disruptive in marketing and retailing than theweb has ever been. Because of “solomo” … social, local and mobile … the ability toengage the potential customer at thepoints of decision making, influenced by others likethem. As payments migrate from plastic to devices, offers will move from shelves toscreens, harnessing the mountains of “big data” to target and personalise each incentive. Real-time:fast, relevantand topical “Real-time” marketing isbuilt around engaging customers in a waythat is fast andtopical, relevant and personal. Whilst the old communication was about long-planned ad campaigns, that pushed thebrand’s own messages at people, when, whereand how it was convenient for the brand,real-time marketing is the opposite. Real-time works across media. Whilst tweets, webpages and emails can be sent inminutes, it might equally be about news stories for TV and press, posters and videos,even TV ads turned around in hours. It is also about being more real. Real people writingreal tweets and blogs that are more natural, location-based information and incentives to engage people in context. And images too. No more stock photos, grinning salesmen, orphoto-shopped portraits. Real-time marketingrequires marketing teams to act more like a newsroom, for examplecreating a rea-time creative studio in the office. It is about working across all media, totrack what is happening in the world, and particularly the world of target customers, andthen to connect with it in relevant ways. This might be about monitorin