Five Things Direct Marketers Should Be Doing in the Experiential Economy
YOLO (You Only Live Once) and FOMO (Fear of Missing Out) are phrases often associated with Millennials. They suggest that you should enjoy life and take risks because there may not be another opportunity. Both reflect a key insight for today’s marketers: For Millennials, the experience is the thing.
Experiential marketing, sometimes called engagement marketing, while not new, is a growing trend. It involves selling a product or service through experiences that not only engage the customer, but also create an emotional connection to the product or service.
For example, Apple recently opened a new San Francisco store with 42-foot sliding glass doors that double as two-story windows, a 6K video screen and living trees that line the customer support section. It also has an outdoor plaza area that’s open 24 hours a day, complete with public Wi-Fi, seating and artist performances. Who wouldn’t want to shop there?
But let’s face it… every marketer isn’t Apple. Direct marketers in particular face unique challenges in creating the types of customer experiences that build loyalty and repeat business in today’s marketplace.
Here are five things direct marketers can do to compete in the experience marketplace:
- Offer unique and quality products – Millennials see themselves as unique individuals. They embrace the brands and products that help them express their individuality.
- Provide incredible service – Make every aspect of the purchase experience (which also includes the return experience) exceptionally pleasant and easy.
- Personalize the shopping experience – Know everything there is to know about your customers. Find ways to recognize and cater to their preferences and priorities.
- Communicate – Stay in touch and top-of-mind. Work your channels appropriately. Use social media to tell your brand story (and do some selling) and use your website and email to promote and sell.
- Be authentic – Don’t try to be all things to all people. Know who and what you are. Everything you do or say should be a reflection of your authentic brand. Above all, don’t talk like a robot.
Looking to create the kind of customer experience that elevates your brand and keeps your customers coming back? Give me a call at 913-236-2415 or email me at chrish@jschmid.com.
Tags: direct marketers, engagment marketing, experiential marketing, Fear of missing out, FOMO, marketers, millennials, quality, service, YOLO, You only live once
