Pop up shops.
The Color Run.
What do these things have in common? They are shared experiences that break us out of our day-to-day routines.
The beauty of an experience when it comes to a marketing campaign? We like to share what we do. This is why marketing experiences are the new way to stand out and drive business growth in an ever-more-frenetic world.
Robert Rose and Carla Johnson have actually written a book on this subject, as they believe we’re moving into a new era of marketing. It’s called Experiences: The 7th Era of Marketing, and it’s on my summer reading list.
In this interview, Robert shares his process for experience creation. In short, it goes like this:
Let’s dive deeper into exactly how to create a marketing experience:
Map out the marketing/sales/post-sale funnel
Think about the funnel in terms of client lifecycle. It starts at lead generation and progresses to lead nurturing, closing the sale, instilling loyalty, and building a team of brand advocates. Map out your funnel, and then ask yourself: Where is the biggest pain point? Where do people seem to get stuck in the funnel?
Decide what your clients need when they get stuck
Your clients need to receive something of value to get unstuck. It could be:
Develop the idea into a product/experience
Personally, I love the idea of a shared, in-person experience. That feeling of, “You HAD to be there!” makes the experience special and exclusive – and very shareable.
Remember: Focus on delivering value, and you’ll be good to go.
What kind of marketing experiences do you create for your clients?
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Monika Jansen is a freelance copywriter and editor who helps with companies of all shapes on sizes kick their content up to the next level. You can find her online at www.jansencomm.com.