I Want Your Brand To Be My Friend

Last week Alan Wolk was kind enough to tip us off to some updates he made to his Your Brand is Not My Friend presentation after we offered up a few suggestions.  He has a few new examples of his theory related to Facebook's Fan updates, definitely worth the read. Anyways, it got me thinking about times when I might actually want your brand to be my friend.  

I just finished college. My fellow grads and I have been thrown into a huge transition, whether we want to accept it or not.  This is a time where we are seeking advice, information and guidance on how to make decisions regarding finances, insurance and all those fun adult purchases.  While we may be broke now and for the next few years, soon we'll be making significant purchases (cars, homes, kick-ass TVs) that I doubt brands would want to miss out on. I want your brand to be my friend. 

Who's missing out?

Apple and the PCs -- These companies welcomed us with open arms as freshman offering student discounts and handing out free iPods (and Zunes?). We got frequent deals throughout college because we were poor students.  But now what?  Acknowledging the next transition might be the simplest way of saying let's be friends for life.  It could be as simple as suggesting podcasts that give career tips or as extensive as email blasts about the benefits of Apple for small businesses.

TCF Bank (or other campus bank)  --  U of M students are pretty much forced into getting a TCF Bank account during freshman orientation.  They should be doing everything they can to keep grads as customers as they start to want and need more banking services. 

Amazon -- I would be surprised if their sophisticated user data didn't know that I had purchased textbooks at least once per year for the past four years.  While it might not be totally accurate for everyone, serving up recommendations for books that help me handle life after college (new job, home decor on a budget, M-word books) are likely to be well received. 

Car insurance brands -- I've received the good student discount for the past eight semesters and now I'm kicked off because I'm graduating.  But why aren't they scooping me up as an individual account? I have no idea what insurance to buy but if they presented me with a recent grad package I'd sign immediately.

And someone who's doing it right:

Mint.com -- The Financial Fitness 'game' helps users learn about their accounts and explore the options of savings and investment. It's perfectly targeted to help grads get their student loans and budget in check. 

Any other brands that you'd want to be friends with upon graduation?

Even YOU can do this

My post today is inspired by Advergirl's recent post on Kiva.org. 

First a little background info on Kiva. Their goal is to alleviate poverty in developing countries by offering the world's first person to person micro-lending site. It works by lenders (you, yea you) browsing profiles of entrepreneurs in need of funds to start or continue their business. After specifying the amount you would like to lend, Kiva's micro-finance partners then distribute the loan funds to the entrepreneur. Over a specified period of time, the entrepreneur repays the loan to the lenders. Once the lender receives their money back they have the option of withdrawing their funds, re-lending to someone else in need or donating it to Kiva. 

The last person I lent to was trying to expand her farm to surrounding villages. Since then, I've decided to re-loan my money to other entrepreneurs. Kiva makes it so easy. I also love Kiva because you feel a personal connection with the people you lend to. Kiva gives you the opportunity to connect with other lenders, receive updates and messages from entrepreneurs and hear personal stories of success.  A few of Kiva's corporate sponsors include: Google, Starbucks, YouTube, Facebook, Think MTV, and Yahoo. (there are a lots more). I've also noticed pre-roll ads on Hulu. Here's a list of their field partners.

As a college student, I know what it's like to eat ramen for breakfast, lunch and dinner for 3 straight months. I know what it's like to "check out" random student clubs on campus just to jack a free meal. And what its like to not do laundry for 5 weeks since I couldn't find enough quarters. 

However I also know what it's like to spend way too much money on a dress I didn't really need and am only going to wear once. And how I rationalize buying an entire table a round of drinks since I "just got my paycheck". Or how I tell myself it's okay to drive to work because it's so effing cold outside today (hey it IS Minnesota). 

The coolest thing about Kiva, is that you can lend for as little as $25. That's a purse you didn't need, extra three drinks you shouldn't have had and a movie you and your bf (or bff) could have rented instead.  In the spirit of Blog Action Day, what are some things you would be willing to give up, so that others can succeed?