Marketing is no longer just about promoting a product or service, it’s about creating an experience for customers. Today’s consumers are looking for more than just a transaction, they want to feel connected to a brand, and they want to have a memorable experience. This is why it’s becoming increasingly important for businesses to focus on creating an experience that goes beyond the product itself.
One of the ways businesses can market an experience is through storytelling. Through storytelling, a business can create an emotional connection with their customers, making them feel like they’re a part of the brand’s story and journey. A perfect example of this is Airbnb’s “Don’t go there, live there” campaign from 2016, where the company aimed to inspire their customers to think differently about travel and to choose Airbnb for a more immersive and authentic experience.
Another way to market an experience is through creating a sense of community. This can be done by creating a social media group or online forum where customers can connect with others who share their interests. These groups can be used to share information, tips, and provide an opportunity for customers to connect with the brand and with each other. At Mainpac, most of our customers worked in maintenance or operational roles in large energy or utility organisations where they tackled very unique problems. To support these customers and foster a sense of community we created a User Group so these individuals could not only discuss ways to use our software better but also connect with others (often in different countries and industries) who were dealing with the same unique problems.
Live events, such as product launches, workshops, and meetups, can also be a powerful way to market an experience. These events can be used to showcase a product, but they can also be used to create a sense of community, and to provide customers with a memorable experience. This can be done by creating an interactive and engaging atmosphere, and providing customers with a unique opportunity to connect with the brand in person. One way that we achieved this at Reckon was by creating a series of Roadshow events, where our sales and product teams would travel to over 30 towns and cities across the country and deliver talks on how to tackle various small business challenges. This helped our customers to both connect with our brand and other small businesses owners in their area.
Finally, businesses can market an experience by providing excellent customer service. This can be done by going above and beyond to ensure that customers are satisfied, and by providing them with a memorable experience, whether that be through a personalized touch or by solving a customer problem quickly and efficiently. A good customer experience can be a powerful marketing tool, as satisfied customers are more likely to recommend the brand to others.
In conclusion, today’s consumers are looking for more than just a product, they want a memorable experience. Businesses that are able to create an experience that goes beyond the product itself will be able to differentiate themselves from their competitors, and create a loyal customer base. By using storytelling, creating a sense of community, leveraging live events, and providing excellent customer service, businesses can create an experience that customers will remember and share with others.
