Wednesday, March 13, 2013

Power Marketing Tip 53: Warning! Your Customers Want an Experience

Customer Experience
Warning: Your Customers Want an Experience

Can you describe your customer's experience? What do you want it to feel like? What do you want your customers saying about you to others?

If you don't want to be considered a rock bottom commodity then you need to deliver a valuable experience for your customers.

I believe that people are becoming more demanding of experiences that make them feel good. This isn't a fad. It's a trend that has been growing for decades and accelerating over the past several years.

McDonalds has been remodeling their restaurants by adding TVs and fireplaces to their McCafés. You used to go to McDonalds for a fast and cheap meal. Now it's an experience.

Have you noticed the explosion of nail spas? It seems that people desire the experience of someone filing and painting their nails while expertly rubbing their hands and feet. "A little lower on the left ankle - ah yes, that's the spot."

The automotive manufacturers realized that people wanted an experience every time they stepped into their vehicle. Thus, the automotive companies equipped these transportation devices with entertainment, environmental control and most importantly the experience of being royalty in their own kingdom on wheels.

Perhaps that explains the success of drive-through services. Drivers don't want to leave their rolling castles even if it's faster to park and go inside. They don't want to associate with the masses. They want to feel special.

It used to be that people reserved their pleasurable experiences for vacations, entertainment and dining out.

I believe that the most powerful drugs are the ones that our body produces. Once we taste it, we want more. The euphoric experience of "I am special" is a powerful and addictive drug that people want often and are willing to pay for.

Not only do they want it often, they want it to last longer.

Consider the success of marathon length movies launched last year. Skyfall, Lincoln, Dark Knight Rises, The Hobbit and Cloud Atlas are all over two hours and approaching three hours in duration. Who wants to sit that long in a movie theater? Apparently, a lot of people. Maybe, speed is not as important as we used to think.

Your Marketing Challenge

What experience are you delivering for your customer? How can you enhance it? Describe your plan in detail because experience is about the details. Now go sell your mind-numbing drug.

George Torok
George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter Share/Save/Bookmark

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