Experience This: Brand Encounters

- January 5, 2012

"Recon Thursday/Process"

Welcome back every one, I’m Jim Glover, That Branding Guy, and this is Once a Day Marketing. I want to thank you for tuning in again. If you’ve been following us every day, that’s great. If you are finding us or the first time, that’s also super. What Once a Day Marketing is all about is that we are trying to give you the ideas and inspiration so that you market every single day. And our goal is that by the end of the year, your business will be a lot more fit than it is today.

Today is Recon Thursday and we try to help you gain insight and intelligence regarding your own company, your competition and the markets that you’re in. Today’s topic is “Experience This: Brand Encounters.” The experience that customers have with your brand is ever so critical in the success of your company. We are going to get you thinking about your own brand, and the experiences you provide.

I’ll share a few experiences I’ve had out there in the market place that will hone in on this point. I went to La Paz years ago on a vacation. I had never been to Mexico before and sitting at a seaside resort by a pool, it was beautiful. The Mexican restaurant brought out the barbeque to grill a meal right there by the pool. The staff came over to me sitting in my lounge chair and asked me what I wanted for lunch and even showed me an octopus. So I’m feeling adventurous with a little bit of tequila inspiring me along the way, and I decided to have barbequed octopus. They grilled the octopus right next to me and served it. I was a little reluctant at first but I ate it and it was one of the best meals I’ve ever had in my life. It’s now years later and I’m still remembering that experience positively. If I went back, chances are I would have grilled octopus by the poolside again because it was that memorable to me.

Now on the other side, a couple of years ago there was a national restaurant chain promoting how great
their steak was. I saw their commercial all the time. Finally, I went to the restaurant and I ordered the
steak dinner they were promoting and it was absolutely the worst steak I’ve ever had in my life. My
expectations were high and all they did was let me down. Now I ask you, do you think I have been back
to the restaurant since? No. It so diminished the brand and left such a bad taste in my mouth that I’ve
never returned. So now we’re going to think about experiences with respect to your company, with
respect to your brand.

Now that you understand how important experience is to the brand, let’s take a look at the experiences you offer your customers when they interact with your company. Are you providing a good experience? Are you providing an experience that is memorable, something that is very favorable that they will share with their friends? Let’s take a look at Once a Day Marketing. This is a new product, a new brand that I’m sharing with you. By now you probably have a few expectations of what I’m bringing to you. Am I a good guy? Do you like hanging out with me each day? Am I providing you with some decent marketing content? Am I a good marketing coach getting you to think about marketing every single day? If I’m accomplishing those objectives and it’s favorable, then you are having a good brand experience with me and you are likely to return and to share this with your friends. Now think about your own company? Are you doing the same things there?

Let’s get inside your company a little bit more. What about the bad experiences? Are you creating any bad experiences anywhere in the process, whether it be your product, price, promotions, or people in your organization? Are they all providing a positive experience? Those are the things you have to ask yourself. Given this knowledge and your Recon Thursday insight, start thinking about how to improve that experience across all levels of your organization, across all levels of your product and over time, enhance the brand experience and thereby enhance the brand.

Now that you know the brand resides in the mind of every customer based upon the positive and negative experiences they’ve had with your company, it’s very important for you to critically look at your organization and see where you can enhance the experience. Everywhere your customer interacts with your product, brand or employees, you have an opportunity make that experience more positive. And if you have a lot more positive experiences than negative, then the brand will be more favorably remembered by your customers. And that’s what you’re trying to do.

Well thanks for tuning into today for Recon Thursday and be sure to join us tomorrow for Digital Friday where we try to give you those little tips on how to really embrace social media and use it as a powerful marketing tool. I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we will see you next time.