The Experience Effect
Engage Your Customers with a Consistent and Memorable Brand Experience
Author: Jim Joseph
Pub Date: May 2010
Print Edition: $24.95
Print ISBN: 9780814415542
Page Count: 240
e-Book ISBN: 9780814415559
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INTRODUCTION: Marketing Is a Spectator Sport--Observing, Learning, and Then Applying
We interact with brands all the time, whether we consciously
realize it or not. Some brands we’ve been loyal to for
years (like a favorite shampoo or pair of jeans), and some we are
just discovering for the very first time (like a new enhanced water
drink or a new electronic device). Some we don’t even know are
brands (like our favorite singer or a local restaurant)! Our interactions
can run the gamut from amazing to just okay to disappointing
to completely horrible.
Like clicking on a banner ad that takes you to a website where
you find the perfect item you didn’t even realize you wanted, in a
cool color you didn’t even realize existed, and discovering that it
comes with free shipping—coincidently only on orders placed that
day! Pretty amazing. Or stopping at your favorite coffee shop,
noticing that it’s a lot messier than it used to be, getting the wrong
flavor added to your usual coffee drink, and then being charged 67
cents more than usual. Very disappointing.
These kinds of interactions are our personal experiences with
brands, and they completely shape our perceptions. They influence
our feelings about the brand, good or bad, whether we realize
it or not. These experiences define our thoughts, attitudes, and
behaviors toward brands and the value that they bring to our lives.
In a sense, how we experience the brand, how we feel the
brand, and how we choose to interpret the brand actually
becomes the brand to us. This is The Experience Effect, and
throughout the book we’ll be exploring the effect that brand experiences
have on consumers.
At the crux of good marketing is the conscious and methodical
process of determining exactly the kind of brand to offer consumers
and exactly the kind of experience to create for them—and
then developing it consistently across every facet of the marketing
plan: from obvious marketing elements like packaging and advertising,
to the not so obvious elements like customer service representatives,
the CEO’s weekly blog, or a branded Twitter presence.
The essence of good marketing is creating a consistent brand
experience with each specific consumer interaction.
In The Experience Effect, I will walk you through that conscious
and methodical process step by step, chapter by chapter. By the
end, we will have mapped out a consistent and ownable brand
experience for the entire marketing plan.
We will also be exploring a lot of examples here. Some of the
examples will be personal, and some observational. Some we’ll
explore in depth, and others will be brief mentions to help make a
point. I love looking at and analyzing examples of good and bad
marketing, and you’ll get a load of them in this book. Marketplace
examples help bring to life the principles of marketing that are
otherwise left to theory. When we observe marketing theory
applied in the real world to real brands, we can learn from both
the successes and mistakes of others and apply what we’ve
learned to our own marketing challenges.
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