By Kevin Sheldrake
There’s a new competitive strategy in town, and it’s called ‘The Experience’.
Experiences create emotional connections. If you can surround your offering with experiences, then your clients are more likely to feel engaged, and less likely to have a distant transactional view of you.
The best Experiences go beyond the familiar ‘try-before-you-buy’ or extended trial period, approaches, and are about bringing like-minded enthusiasts together, creating strong emotional connections, and fostering loyalty and advocacy.
I’ve seen it with:
Your Experience will be most successful if:
And the best thing about creating Experiences is that it is extremely difficult to do impersonally, or at scale. That’s how you tackle the internet discounters, and better-known national brands; with genuine personal and community engagement.
Welcome to the age of Experience... What's yours?
This is article 1 of 5 in the 'The New Age of Differentiation' series. Keep up with the rest of the series, plus future unique updates from The Boardroom Blog, by joining The Boardroom mailing list here!
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