Customer Experience - It's Not Just for B-to-C Players Anymore. For decades, companies in the consumer space have been developing brand experiences around their products and services.
These experiences help forge loyalty and create a purpose that resonates in profound, emotional and lasting ways. Who isn’t touched by the magic at the Disney theme parks, exhilarated behind the wheel of BMW’s “Ultimate Driving Machine,” or astounded by the ease of access to a digital world powered by Apple’s products? Consumer brands have invested billions to create experiences built upon distinctive combinations of products, services and people. Companies on the business-to-business (B2B) side, however, are typically less focused on creating customer experiences as a way to achieve competitive advantage.
And that might seem to make sense. Yet a closer look shows that the attributes describing B2B winners – reliability, accuracy, quality, ease – are often the hallmarks of a great customer experience. Caterpillar. Surprise Is Still the Most Powerful Marketing Tool - Scott Redick. By Scott Redick | 11:00 AM May 10, 2013 Life has never been more predictable.
Yelp provides an early-warning system for dining out, by helping us avoid bad restaurants and alerting us to must-try items at good ones. Facebook lets us investigate a potential romantic interest before the first date. Video - Fanta se boit et se mange. Building Brands through Experiential Marketing: 11 Awesome Examples. There is a universal truth that stems from the most essential belief in psychology: we learn from experience. And that same principle applies to marketing. The way a brand functions and the feelings it evokes within us are vital to the ultimate perception we possess of it. As markets oversupply, the process and methodology through which we communicate a product's attributes is just as important as coming up with those specific attributes. Focusing on delivering experiences is an ideal way of developing relationships and bonds that enable brands to grow over time.
As the name implies, experiential marketing refers to the customer experiences with a brand, product or service that allow users to interact in a sensory way. What are some of the benefits of implementing an experiential marketing strategy?
Multisensory Experiential Marketing « Eventige. Marketing to the senses. Street Marketing. Du papier bulles… En Suisse, à Zurich et Bienne, LE BPA (Bureau de Prévention des Accidents) a décidé d’emballer dans du papier bulles 150 objets potentiellement dangereux (lampadaires, poubelles, véhicules …) avec pour but de sensibiliser les cyclistes sur le port du casque à vélo.
Une banderole avec le message : « Un casque vous protège encore mieux » entouré le papier à bulles. Macy's Thanksgiving Parade App More Than a Trial Balloon. Tic Tac // Des distributeurs dans les abribus. Un tic tac en attendant le bus ?
C’est possible jusqu’au 23 octobre (demain donc) dans 26 abribus de Paris, Lyon, Marseille, Nancy, Strasbourg et Toulouse. ça fait donc 60 000 boites de duos fruités distribuées ! Via. H&M Joins M&S By Collecting Recycled Clothing in its Stores Worldwide. Fashion retailers are embracing sustainability with ever-widening arms, becoming increasingly accountable for the byproducts their industry creates.
Brand Experience. Cinéma dans les arbres Belle idée que d’assister à une avant première perché à 8m de haut en pleine forêt.
Expérience unique sans aucun doute réalisé pour le film Epic, la bataille du royaume secret de la 20th Century Fox. via. Jack Daniel's marketing magic - Fortune Management - Aurora. How the Tennessee whiskey in the square bottle, became a global megabrand without losing its small-town authenticity.
Formerly the head of Procter & Gamble's $8 billion advertising operation, Jim Stengel -- the ultimate marketing guru -- is bringing a new message to the masses. In his upcoming book, Grow: How Ideals Power Growth and Profit at the World's Greatest Companies, Stengel, in conjunction with Millward Brown Optimor and the UCLA Anderson School of Management, identifies 50 brands that outperformed the competition. In this exclusive excerpt, Stengel shows how brands with ideals (like delivering unrelentingly high-quality whiskey) are more recognizable -- and profitable -- in the long run. Jack Daniel's Secret: The History of the World's Most Famous Whiskey - Jim Stengel - The Atlantic - Aurora.
In the 140-year life of the Jack Daniel's, the world's best-selling whiskey, the liquor's keepers have managed their old-fashioned brand with a blend of savvy salesmanship and pithy advertising yancunyong/Flickr The character of Jack Daniel's, the whiskey with the iconic black-and-white label on the equally iconic square bottle, is inextricably bound up in the distinctive character of Jack Daniel, the brand's founder and first master distiller.
A physically diminutive man only five feet two inches tall, Jack Daniel [photo left] devoted his outsized personality to the ideal of making a whiskey that, thanks to charcoal filtering and other factors, he could be proud to sell at a premium price. In the 1870s, Daniel had lots of competitors around Lynchburg, Tenn., in distilling whiskey filtered through charcoal. He wanted his whiskey to represent something special.