Reviving Co-op: Unveiling a Membership Makeover for Enhanced Engagement

Creativity is viewed as a distinguishing factor capable of overcoming even the most formidable barriers to capturing the audience's attention. When considering the practical application of creativity in the marketing realm, Kenyatte Nelson, the Co-op's chief membership and customer officer, emphasized its role as both a mindset that unifies all facets of the company and a driving force behind its primary objective.

"We utilize creativity to connect all these seemingly disjointed aspects of the business," he shared during Our Website's Festival of Marketing today (October 5th). "From writing a will, insuring your dog, burying a family member, to buying a sandwich, it's an unusual and diverse industry. What truly brings it all together is the fact that it was the first cooperative business in the world. Creatively, we strive to emphasize our status as a member-owned business."

However, he also acknowledged that the brand is not as strongly associated with being a member-owned business as it should be. Instead, he revealed that, based on their research, the Co-op is primarily perceived as having high prices. In response, he explained that while the company hasn't effectively communicated this aspect in the past, they are now placing significant focus on highlighting their membership through consumer-facing marketing efforts. "We may have veered off course a bit, but we're making a comeback," he added.

Ellie Norman, the Chief Communications Officer of Manchester United, emphasizes that sports brands thrive on the sense of belonging and community they foster. Consequently, she believes that creativity in sports brands should revolve around attracting people to engage with the brand.

Reflecting on her previous role at Formula 1, she observed that the sport had lost its appeal to the masses until it rediscovered the power of storytelling. She suggested that the key was to first improve the product itself and then find ways to inject excitement, passion, and authenticity back into a sport that had become excessively sterile.

Creativity-led solutions

Nelson concurred, emphasizing that the key to creativity lies in identifying the business challenges and barriers to customer engagement. He suggested that customers are likely aware of the company, but the lack of resonance in the way the company presents itself may be the reason for their disengagement.

Luke Lloyd-Davies, the group chief operating officer for Rocket Entertainment, supported the idea of using creativity to foster membership. He recounted an instance where marketing Elton John's farewell tour faced skepticism due to the perceived insincerity of the term "farewell tour" used by other artists. To address this, the team adopted a creative approach to persuade fans to embrace the concept of the tour.

"We collaborated with Google to livestream simultaneously from London, LA, and New York, utilizing virtual reality technology. The possibilities are endless... Through our Rocket Club, we aim to create a sense of belonging and inclusion for everyone on this remarkable journey."

Norman emphasized the advantages of employing creativity to shape the business's identity, particularly in forming partnerships. She explained, "Internally and with our partners, we constantly strive to paint a clear picture. We come together to address the core problem and strive for a well-defined solution. Our ultimate focus is always on how this will impact our fans."

The panel ultimately emphasized the importance of allowing creatives unhindered freedom during the initial stages of ideation, as it is one of the most beneficial actions a business can take. Though finding a balance between the business's commercial requirements and the desire for creativity is essential, they all strongly advocated for granting creative independence in shaping the brand's direction.