What Experience Are You Creating?
Once upon a time, a smart marketer came up with the phrase point of difference, and everyone started using it. We hear it all the time now – to attract customers, small business owners need to find what sets them apart from their competition. They need to discover their unique selling point. Some call it an angle. For me, it’s always been about making experiences that customers will remember, that they’ll want to share, and that will keep them coming back. It’s about creating something special and meaningful.
- Take Kellogg’s, for example. They’re making unforgettable experiences by putting their logo on every single cornflake. Just imagine seeing that the next time you scoop up a spoonful of cereal!
- What sets Southwest apart is their refusal to charge you for checking bags or assigning seats. Whether you like it or not (I personally don’t), it creates a unique experience.
- There’s a story Chris Brogan wrote about Griffin, a company that restored an old van and drove it across the country to CES, where they parked it in their booth. It’s a completely different experience from renting a car and driving it, and it got people talking.
When you focus your marketing efforts on creating experiences, you achieve two things. First, you create a story around your brand that customers will want to share. We all know that word of mouth is the most powerful marketing tool, but how often do we actively give people something to talk about? If you want them to tell their friends about you, you need to give them something worth sharing. It doesn’t even have to be something physical.
I believe that creating experiences is incredibly important when it comes to building a sense of community with your brand and keeping customers coming back for more. People are searching for a certain feeling, and if your brand can provide that, they will respond to it. I came across a fascinating article on AdAge recently that highlighted how 78 percent of consumers choose brands based on their aspirations and how well those brands align with their personal values. Customers are drawn to brands that represent the kind of person they want to be, and once they find that connection, they become loyal. Just think about Apple, Nike, or Starbucks – when you think of these brands, you can instantly envision their customers. And that’s not a coincidence.
So, how exactly are these experiences created? Well, it all starts with tapping into people’s emotions and making interactions as personal as possible. This means really understanding what your customers want and need, and tailoring your brand and products to meet those desires.
- By embracing and promoting the values that I believe in. Don’t worry, I’ll naturally attract customers who share the same passion.
- Being unique and interesting. Following the crowd won’t create a memorable experience; it will just make me blend in. How about branding individual corn flakes with my logo? Sounds crazy, but it will definitely leave a lasting impression!
- Understanding what matters to my customers and finding the common ground with my brand.
- Discovering ways to become a part of their everyday lives.
- Providing customers with something to remember me by, even if it’s just a simple smile.
I know I want my customers to talk about me, but what exactly do I want them to say? Have I taken any steps to incorporate creating unique experiences into my marketing strategy and business approach? Because, let’s face it, if I want people to spread the word about me, I need to give them something worth sharing.