There’s irrefutable evidence that the unique ‘experience’ is what we all want these days.
A recent article about Barrhead Travel’s expansion highlighted the demand for customised holiday experiences, rather than simply cheap flights and hotels.
I’ve just spent a small fortune in the M+Ms store at Leicester Square, buying gifts for the family. I’d mentioned after my last trip to London that there was an amazing 4 storey building devoted to the tiny little sweets and mentioned some of the merchandise it sold. This turned into a full blown discussion about the madness of it all, but after I showed my Mum some YouTube clips from other visitors she was quickly won over and insisted I brought her something back from my next trip! And then there’s my kids…my nephews etc etc!
Round the corner in Covent Garden, ice cream giant Magnum has a pop up shop where you can ‘make your own Magnum’ and then eat it in the cafe area. At every stage in the process, there are opportunities to take and share pictures of you ‘experiencing’ Magnum on social media. It’s like the ‘Build A Bear’ workshop for adults!
Smart brands are going to great lengths to unlock there’s ‘experience’ opportunities.
It could be expanding a range of merchandise, bringing products to life, turning them into characters, or letting people in on the creative process…how are these products made? Can customers ‘have a go’ at making their own?
Break down your customer journey and your manufacturing process and look for opportunities to let people in and turn it into an attraction.
Perhaps radio cou
ld turn weekly playlist meetings or music research into an event, which as well as gathering useful focus group, market research data, also serves as a powerful marketing activity.
Choose selected listeners who’ve downloaded your app, send them push notifications and invite them along to the ‘Playlist Night’. Put on some food and drink, show them round, explain how you choose what songs get played, let them hear the latest releases and canvas their views.
Many stations I listen to have white label ‘dating’ apps. Why not turn the ‘playlist night’ into a ‘music testing/speed dating’ event. You could charge a modest admission fee for that and you’d be giving a desirable audience a unique experience they’ll tell their friends about, thus marketing your station.
And if you think ‘nice idea but no-one will ever do it’ – think again. Some station already is because I’ve just overheard a woman raving about the whole experience to her friend on the tube. It’s the first time in years I’ve overheard someone talking enthusiastically about something involving a radio station.
Much is made of the digital revolution. But ‘digital’ alone is 1s and 0s and boring as hell. Digital that works is expressing the physical in a digital space. Enjoying a unique real life experience and keeping a permanent digital record that we carry with us everywhere we go and expressing how that physical experience has made us feel, in the digital realm.
Think about how you can unlock the unique experiences associated with your business.