Are you setting a goal to increase brand loyalty in 2020? Then you need to think about one of the big trends in modern branding strategy: creating creative customer experiences. Why are experiences so important?
In The Agile Consumer by Greg Kilhström, he talks about how “customers are sick and tired of listening to advertisers tell them what they think people should believe about their products and services. Instead, consumers are looking for great, consistent experiences that differentiate one brand from another.”
The modern consumer is more apt to spend their money on experiences over tactile “things.”
Even in commercial real estate, we are really selling “experiences.” What’s the physical experience of working in this building? What will our clients experience when using our product and service?
Why experiences matter:
We’re not buying Beats headphones because we have a relationship with Beats but because of Dre, the man behind the brand. People relate to people.
If someone relates to you or your company in a more personal way, they are more likely to trust it. In our conversations with clients, we hear how they’re looking to deepen the connections with their existing audiences. Putting a face behind the name is how this happens.
It’s easy to feel isolated in our tech-driven world. People appreciate feeling like we’re cared about and that we matter. That’s why personalization is such a big deal to our industry these days.
We need to create a relationship and that starts with the overall experience. It’s not about freebies, but it’s how the client engages with us. Everything should be exceptional, start to finish. They feel heard and valued.
I know someone that’s had an issue with a major telecom company over their cellphone package since May 2019. They’ve contacted customer service 13 times and every single time had to give the background and contact history. Sometimes they’ve been directed to call between certain hours or to go to the store in-person. How annoying is that?
Imagine a customer experience where the client can contact the company 24/7. There’s no need to repeat the background every time they had a problem because all the notes on the relationship are there. Maybe they speak to the same person every time. They develop a working relationship with the person, and in turn, the brand. Amazing!
There’s been a push back about living a digital-oriented life. We want to feel the sun on faces and taste the salt in the air, not just look at a pretty Instagram photo of the Maldives.
More people are seeking richer experiences. That stems from a need to feel emotionally connected to what’s happening. They want the online component, yes, but they don’t want to be a viewer. They want to be a part of the excitement.
The good news? Connecting with real-life and building emotional connections pays off. According to Weinheimer Group, “Experiential marketing also integrates well with communications and content marketing, fuelling brand content in real-time via social media.”
So getting your customers involved in some way, whether through a face-to-face branding event or some special user-generated content promotion, deepens the relationship you have with them on an emotional level. That encourages brand loyalty and builds your reputation.
Think about how you can unplug and get personal with your clients this year. What authentic measures can you take to enrich the experiences your customers have with your brand?
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