The marketing industry is moving toward focusing more on customer experiences rather than traditional marketing campaigns and tactics, according to Robert Rose and Carla Johnson in their latest book, Experiences: The 7th Era of Marketing.
What is an experience?
An “experience” goes beyond a company’s product or service. It’s the value-added digital or physical deliverables a company offers its audience, such as a website, blog, print magazine, conference, event or special workshop or class. An experience allows the customer to engage and interact with the brand, aside from using its products or services.
Social Media Examiner describes an experience as “a combination of the physical, the digital, content and everything that creates value for a consumer.” It helps further differentiate a company from its competitors.
How do I start creating customer experiences?
First, use the Marketing Funnel to identify where you can improve your customer experience. What is your weakness? Is it customer acquisition? Customer engagement? Lead conversion? Nurturing your existing customers and leads? Turning existing customers into loyal, lifetime customers? Or creating brand advocates? Identify and describe the target audience that belongs to the phase you’d like to improve.
Next, create the story and narrative you’d like to tell your target audience. What do you want them to experience? How do you want them to feel? Your audience and narrative will help determine which channel will best communicate it.
Examples of exceptional experiences
One B2B company that is doing an exceptional job at creating customer experiences is Drillinginfo, a software as a service (SaaS) company serving the global oil and gas industry. The company provides the oil and gas industry with data and analytics that enable true predictive decision making. However, through its value-added content and experiences—an industry-leading blog, educational content, vibrant social media channels, a calendar full of events and a DI Roadshow—the company has positioned itself as The Expert in the oil and gas industry.
Pillsbury sets a good example for B2C businesses. Not only does the company provide delicious and convenient baked-good products, but it also provides its customers with a beautiful, image- and recipe-driven website and inspiring and engaging social media networks. Pillsbury also offers its customers a free “membership” to coupon savings, access to free samples, a Pillsbury weekly e-mail and a Today’s Taste daily e-mail.
Receive help from the experts
For more information about using experiences to guide your marketing, check out Experiences: The 7th Era of Marketing or listen to Social Media Examiner’s interview with the book’s co-author, Robert Rose. To get started on identifying your pain points, developing a narrative, and creating unforgettable experiences, contact the marketing experts at GREENCREST.