By maximising each of the touch points that your business has with your customers you can significantly improve the good will and profits your business generates over the long run. This process of enhancing the overall experience that your clients have with your business is where an experiential marketing agency can step in and provide insights that directly increase profits.
The question that you may have though is “How do I best use and work with an experiential agency so that I don't waste time and money in endless “brainstorming sessions”? Keep reading as this article will provide some pointers to keep in mind when working with any agency whether our own or any other organisation.
When does experiential marketing begin?
Most businesses that are asked this question would immediately think to themselves, “Well that's obvious when the client steps into the store, or makes the call etc” However if we are truly going to be successful in our endeavours of maximising experience and building strong brands we are going to have to spread the net wider to include pre, during and post physical interaction opportunities.
Lets clarify physical interaction opportunities as the physical points between your clients and your business whether that be in person at a store or over the phone. Think about this for example you may not own a luxury sports car like Ferrari but through the effective use of maximising touch points with their brand they have created this positive desire in numerous people (especially young males 🙂
Lets look at some examples of PRE, During and Post experiential marketing design.
There are so many options here, so I will try and keep it brief. However in this phase you are looking at everything from having excellent designed flyers, brochures, business cards, websites, social media presences etc. that give a very positive view to who you are, what you do and why you do it well. Having your USP clear and always delivering and over delivering on your promises to create word of mouth exposure is what you really want to focus on. So when people who may have never heard of your company see your flyer or hear a positive referral from their friend immediately are attracted and motivared to call or visit you.
As I write this one thing really does stand out to me as the key and that is the little nugget I gave about simply keeping and even over delivering on promises you make to your clients. So many people today are not keeping their promises especially in business so simply doing this can often be enough to bring in a flood of new business.
Again so many options here that depends on your business type but the key thing to remember is that the client has taken the time to visit or call you so they need to be treated with the utmost respect. This could be anything from offering a cup of tea to your boutique shop patrons, to a barber offering warmed towels to their clients after their shave or hair cut.
From a calling in point of view it is important to remember to have a pleasant phone manner and be very courteous, patient and understanding of your client requests. Most smaller businesses could increase their profits in bucket loads simply by monitoring this aspect of phone calls into the business and ensuring that staff are motivated to always treat the client appropriately.
This is arguably the most important phase because after you have done the first steps you want to ensure that your clients keep coming back to you even if competitors, lower prices etc enter the picture. Items that you can work on in this phase are immense and could include.
- Email newsletters
- Client loyalty programmes and coupons
- Active social media presences on twitter and Facebook
- Direct mail outs
- Mobile marketing offers
Again all of the above is summarised as every business is different in how they interact with their clients but there is one rule that remains… First meet expectations by keeping your promises… Then if you want to magnify the effect exponentially be known to over-deliver on these promises consistently and see how your business grows.
I would love to hear your comments on this blog as it is such a vast topic, but if you are in the process of working on experience design there are some definite nuggets to keep in mind here before talking to your agency of choice.