I always welcome the opportunity to discuss the power of “Experience Marketing” and introduce the marketing method that identifies icon brands from the mass.
Most marketing education, historical and present focuses on the structured formulas for enticing potential customers and rewarding existing customers. Little reference or instruction is offered on creating the actual marketing experience.
At the core of marketing is the business strategy. The reason the business operates – to provide a service or product. From the business strategy, the brand strategy is created – the “marketing face” to the business. The brand articulates effectively what the business does, the benefits of the service and products and delivers a visual representation that is credible, appealing and memorable.
A business that focuses on their brand strategy can be successful but will eventually plateau without the shift to “Experience Marketing”. “Experience Marketing” is the process of integrating an “Experience Strategy Type” in your marketing messaging to deliver an impact that people want to have, share and own repeatedly.
Most businesses stop their marketing efforts once their brand strategy has been created. It is at this point that the icon brands of our time stand apart. These famous brands shifted from brand strategy to Experience Marketing and as a direct result they make an impact.
There are 7 Experience Strategy Types that effectively create marketing impact – emotional, physical, sense, fear, ideal, purpose and security. Each type is unique in its effect and when adopted with accompanied messaging – the marketing is incredibly effective. Successful marketing only happens when an experience is created and shared. Companies need to create a marketing experience before their customers do it for them. The consumers have shifted to demanding an experience from brands, now it’s time for the companies to shift to “Experience Marketing” to truly deliver an impact in the marketplace.
Looking for a new agency or need a new marketing perspective? Connect with us today and let’s book an appointment to meet.
