Can you describe your customer's
experience? What do you want it to feel like? What do you want your customers
saying about you to others?
If you don't want to be
considered a rock bottom commodity then you need to deliver a valuable
experience for your customers.
I believe that people are
becoming more demanding of experiences that make them feel good. This isn't a
fad. It's a trend that has been growing for decades and accelerating over the
past several years.
McDonalds has been remodeling
their restaurants by adding TVs and fireplaces to their McCafés. You used to go
to McDonalds for a fast and cheap meal. Now it's an experience.
Have you noticed the explosion of
nail spas? It seems that people desire the experience of someone filing and
painting their nails while expertly rubbing their hands and feet. "A little
lower on the left ankle - ah yes, that's the spot."
The automotive manufacturers
realized that people wanted an experience every time they stepped into their
vehicle. Thus, the automotive companies equipped these transportation devices
with entertainment, environmental control and most importantly the experience of
being royalty in their own kingdom on wheels.
Perhaps that explains the success
of drive-through services. Drivers don't want to leave their rolling castles
even if it's faster to park and go inside. They don't want to associate with the
masses. They want to feel special.
It used to be that people
reserved their pleasurable experiences for vacations, entertainment and dining
out.
I believe that the most powerful
drugs are the ones that our body produces. Once we taste it, we want more. The
euphoric experience of "I am special" is a powerful and addictive drug that
people want often and are willing to pay for.
Not only do they want it often,
they want it to last longer.
Consider the success of marathon
length movies launched last year. Skyfall, Lincoln, Dark Knight Rises, The
Hobbit and Cloud Atlas are all over two hours and approaching three hours in
duration. Who wants to sit that long in a movie theater? Apparently, a lot of
people. Maybe, speed is not as important as we used to think.
Your Marketing
Challenge
What experience are you
delivering for your customer? How can you enhance it? Describe your plan in
detail because experience is about the details. Now go sell your mind-numbing
drug.
George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter
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