what it is and how your company can invest – WAU
It is very likely that you have noticed that the way brands and people interact has changed dramatically over the years. More and more this relationship becomes direct, fast and reflects in the future purchase decisions of your audience. All of these interactions can be considered experiences, and they influence the opinion of each one […]
It is very likely that you have noticed that the way brands and people interact has changed dramatically over the years.
More and more this relationship becomes direct, fast and reflects in the future purchase decisions of your audience.
All of these interactions can be considered experiences, and they influence the opinion of each of us – whether at the time of purchase or when referring a product to a friend.
And this is because our opinions are formed by experiences!
Do you understand where we want to go?
Experience marketing – also known as sensory marketing – is a tactic that seeks to work on the relevance of a business to its customers, through the perception of the entire buying process, interactions and experiences that a person has with a company.
This is the secret of all those stores that you enter and never want to leave and the companies that you insist on being a customer. And also those you never want to return to.
Let’s get to know more about experience marketing and how it can help your business? Follow!
What is experience marketing?
Basically, experience marketing is to use the emotions of customers to win, engage and retain them.
The purchase process creates stimuli, and these stimuli generate emotional responses that are linked to the shopping experience.
Over time, brands have understood that a quality product or service is not enough to retain customers.
It was necessary to find out which actions resulted in positive experiences and satisfied customers.
Much of that demand comes from the idea of client-share.
Client-share is an idea where your business analyzes each buyer individually to try to understand what percentage of relevance this customer gives to a product or service.
Your business persona is a good indicator of how to get started.
Surely you already understand the preferences she has, what content she wants to consume and what are her main doubts.
Therefore, the next step is to understand how the persona makes the purchase decision and what actions make her choose her company and become a loyal customer.
This is the first step towards a good experience marketing strategy.
How people perceive experiences
Experiences can be perceived in different ways.
You will not always have to go through the same process to buy different things.
You can need more support when hiring a software than when buying a pair of running shoes.
The perception of experiences can be totally new and positive (in a first interaction with the brand), it can be reinforced by an interesting action (if the person already knows the company) or it can be negative, especially if it is a brand that already has a reputation doubtful.
The types of experience can be separated into 5 groups: senses, feeling, thinking, action and identification.
Shall we see more about each one?
It is possible to build positive experiences from the five basic senses of the human body.
Do you remember that store that smells really good?
Or another that has an excellent tasting for partners who are waiting for their spouses’ purchases?
Positive experiences can be perceived, smelled, heard or tasted!
Experience is a perception, and that perception is responsible for the feeling that people have about brands.
It can be a feeling of disappointment or full support. It just depends on your own company!
This is a very important and avant-garde type of experience.
It is the idea of breaking paradigms, innovating, leaving the standard.
United Colors of Benetton is well known for that, with advertising campaigns that address races, colors, creeds and sexualities, which reflects its audience and its loyal consumers.
It is probably the form of experience that you will find most often out there.
Promotional actions, online actions and guerrilla marketing are some of the tactics used to create unforgettable experiences.
Socially, we are going through a moment of great transition.
More and more people are looking to consume branded products that share the same values as their audience and support the same causes.
This identification is a strong indication of loyalty.
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The 3 V’s of Experience Marketing
Experience marketing is based on 3 V’s: truth, will and value.
Like the 4 P’s of traditional marketing and the 8 P’s of digital marketing, V’s guide the actions of experience marketing and provide the basis for your relationship strategy.
Let’s explore a little more about 3V’s.
Nobody wants to buy a promise, a lie or an illusion, do they?
As much as it sounds like a Mexican soap opera scene – and, believe me, it happens! – it is essential that your brand’s communication and relationship strategy invest in telling true stories and make promises that you will be able to keep.
Real brands – in their promises and values - are much more likely to create positive experiences for their customers right from the first contact, and also win over those who did not buy in the first moment.
However, companies that did not adopt this principle in the beginning face a great difficulty to reverse this perception later!
First of all, you need to want to do something to put this into practice, right?
The desire to buy, interact or relate to a brand often comes from the “truth” shown by the company.
This is the basis of your persona’s decision making, it is what drives her to become a customer or forget about your company, and the “will” is very much linked to the context of her experience, availability and convenience.
Finally, “value” addresses the perception that customers have of the experience and connections created in the first contact with the brand.
It is the union of identification – between the individual and the company – with the sensory result of the interactions.
How can your company invest in experience marketing?
Inserting the marketing experience into your company’s marketing planning may not be easy – yet!
Many loyalty strategies fail because they do not consider the shopping experience, support and use of the product as an indispensable factor for success.
The truth is that it is not possible to retain customers without enchanting them with a positive experience and a killer product / service.
To help you in this process, we have separated 5 tips for you to include sensory marketing in your company’s plans. Follow!
1. Get out of your standard sales outlet
You don’t have to be stuck at the same point of sale every time.
Whether through physical or virtual stores, new airs can be a good idea.
Coca-cola opened its own points of sale in 2011, Kibon started selling popsicles in its own kiosks as well, in addition to the already known street vendors and bakeries.
You can apply the same idea to your company and expand sales opportunities.
Whether at corporate events, fairs, presentations or simply with a new mobile point of sale, it is possible to break the mold and provide new experiences for your customers.
2. Innovate, always
Thinking outside the box is the recipe for success for many companies.
Marketing actions take new forms and address topics from different angles.
AXN, the pay TV channel, took a series of actions on the streets to publicize some of its series, one involving a betrayed woman taking revenge on her husband by destroying his car with a baseball bat and even an alleged lover fleeing the city. window and being rescued by the Fire Department.
Of course, you don’t need to stage something like that in your business, but you can, seek alternatives to promote your product or service in a memorable way.
It is important to note that in addition to reinforcing your brand presence with your current customers, you present your company to a part of the audience that may not have known your business otherwise.
You may also be interested in discovering these different ways of doing marketing!
Utility Marketing: what is it and how to apply this strategy?
Internal Marketing: what it is, main types and success cases
What is niche marketing and why should you care?
Recommendation marketing: why is it so important?
3. Start within the company
For the experience for your customer to be positive, your entire company must embrace the idea.
How will your audience experience something innovative if even your employees don’t believe it?
Each business will have a point to try and change.
If you have stores, you can create a brand new showcase, change the arrangement of products on the shelf, or even change the entire internal layout of the store.
If you’re in the cloud, invest in UX, user experience, interactions on social networks, new media and formats.
If you are present in both, do everything!
4. Explore relationship tools – on and offline
Much of the experience in a purchase is related to the sales process and post-purchase support.
In these two moments, customers and potential customers have the biggest doubts.
First because he is willing to spend his money on your company, and second, because he wants the investment made to give the expected return.
A few years ago, the sales process and most of the support was done over the phone.
Countless hours on the phone.
Fortunately, social media appeared, and not only as a tool for interaction between people, but also as a relationship between brands and customers.
Therefore, not only support, but any form of contact between people and companies became much simpler, faster and more efficient.
And all these close ways of interacting, are essential for experience marketing, after all, you are ensuring that your customers (and future customers) go through the best possible post and purchase process.
But don’t put aside the tools offline that you have.
Phone calls are still important, especially if they are not answered by a call center cold and calculist.
Using the two possibilities together, you multiply the possibility of results!
5. Enter the mood of your products at the point of sale
If you have fixed points of sale, or even marketplace’s they are an integral part of your experience marketing strategy.
After all, it is through them that your customers buy products.
Just like your company need to embrace the idea of creating positive experiences for the audience, your POSs need to follow the same idea.
If you work with a young audience, selling surf clothes and accessories, for example, why not turn your store into a small beach?
Some decor items and background music they totally change the face of the place and everything makes more sense!
Of course, this does not mean that only the hottest environments deserve this care.
A store that sells tailored suits can make the environment more gentleman friendly, with cigars, coffee, books and armchairs for customers to chat, read and interact while waiting for their suits.
The possibilities are endless!
Experience marketing is a mix of all the sensations a customer experiences, from when he was a stranger to the brand to becoming a loyal customer.
Throughout the process, you can give a special touch to each part, delivering more than the customer expects and making each moment unforgettable, even if it is with minimal details.
Remember that people can perceive experiences in different ways, and you do not need to explore all of them, but the ones that best match your business and that are tangible.
Explore, experiment, test and talk to your customers to find out what their expectations are and what actions have brought the best results!
Definitely, experience marketing must be part of your company’s marketing planning, and it must be present everywhere.
From points to sales to internally, with its employees, its mission, culture and values.
Think outside the box and don’t be afraid to make mistakes, test, correct and optimize.
So the best strategies are created!
Did you know that blogs are excellent relationship and experience tools?
Constantly creating relevant content and opening a direct communication channel with your audience brings more results than you think!
Check out our complete guide on how to create a blog. Good reading and see you next time!