Focus on Results
To generate results, a marketing campaign needs to create the right customer experience and the right response.
The right experience will increase customer retention and perceived value, which reduces the number of interactions required to trigger the desired response.
By applying some basic customer experience principles, you can efficiently achieve these ambitious goals, all while providing added value to your audience.
Read on to see how you can turn proven customer experience principles into more engaging and effective advertising.
- Brand yourself
Brand experiences are built on clear and unique storylines. Create a brand image and use it in your advertising. Your ads should do more simply convert customers. They should reflect the unique experience that only you can provide. Carefully choose the media you’ll use for your advertising; they need to complement your brand.
- Accentuate the positives
Identify your brand attributes that are most likely to enhance the customer experience. Also consider how these attributes will help your ad campaign achieve its objective. Look for ways to highlight these positive brand attributes at key moments in the customer journey. Focus on emotion and experience.
- Eliminate the negatives
Avoid anything that might detract from your brand experience. Look for ways to downplay any negative brand attributes at key moments in the customer journey. Again, keep your focus on emotion and experience.
- Use memories
Create tangible memories that customers can share. Use your advertising as a concrete, engaging and memorable means for boosting brand recall and customer retention. Focus on physicality and memory.
- Engage the senses
Sensory stimulation immerses audiences in a captivating story. Look for sensory elements that will enhance the impact of your ads and trigger people’s memory.
- Determine the desired response
What is your ultimate goal? To empower customers? Excite them? Illicit their enthusiasm? Evoke a memory? Grab their attention? Strengthen their loyalty? Convert them into ambassadors? Decide how you’d like to build your brand experience into the client’s purchasing journey or into your media mix to generate the desired response.
Need help getting started? Call us. We’d be happy to help make your next ad campaign a huge success!
Source : postescanada.ca/inspiractions