“Your smile is your logo, your personality is your business card, how you leave others feeling after having an experience with you becomes your trademark.” Many of you may recognize this quote by Jay Danzie. This captures the essence of why experiential marketing is critical for the development of any successful brand.
As a brand development agency, we talk with hundreds of businesses each year. Many believe that branding and marketing consists of the creation a logo, a website, marketing materials and the related promotional activities needed to drive eyeballs. Yes, these are important. But, they are only part of the equation. The underlying experiences you create are critical to your organization’s long-term success.
Experiential marketing is the intentional development of a company’s systems, processes, messaging, and employees to create outstanding, on-brand experiences for their customers and community. These resulting experiences drive:
What is said in your ads fades. The experiences you create ARE your brand.
One often overlooked aspect of experiential marketing is that all companies ARE already creating experiences for their customers. The only question is, are you doing it with the intention it deserves?
Every time you answer your phone, deliver your product or service, have a meeting or communicate, you have the opportunity to deliver an experience. That person has the potential to become your worst critic or your best vocal brand evangelist.
Let’s walk through a quick example. Imagine you own a doctor’s office. Think about all the opportunities that exist for you to create an amazing patient experience. These include:
We have all been to the doctor and know how this goes. To start turning these opportunities into intentional experiences, simply start by identifying the top one or two interactions you believe would create the most positive impact. Then, based on your overall brand positioning, determine how you might enhance these experiences to differentiate yourself. Let’s say your desired brand experience/promise is something like, “Making Your Life More Enjoyable”. A simple example would be:
Example: A patient walking up to the reception area
As a patient, which experience would you prefer? Which one would you be more likely to refer to someone else or post a positive review about?
As your organization understands and adopts the experiential marketing process, these experiences become quicker and easier to create. It provides continuity and standards for how you do business. This is what builds a successful brand. If you’d like to discuss how intentional, experiential marketing can help you build a more successful company, reach out to us and schedule a free initial consultation. You can call us at 303-300-2640. We’ll walk you through the steps.
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