Stewards Log 23:48:05:06:2010
Experiential Business Model -> An interaction with a Brand or Company that was designed from the outset and scripted like a movie or play to give the consumer, exactly the experience and message the Brand intended for them.
Read it again,
If your thinking it sounds like a lot of work your right, but it is a model that will grow your Brand, build loyal followers, turn ordinary consumers into raving fans, faster than you can say “speeding locomotive.”
This is not for the faint of heart, and will take some time to explain as I roll out the pieces on this blog. Today I would just like to introduce you to the concept of the EBM and it’s components as well as help you to start to see the benefit to creating “The experience” you want your clients to have with your brand interaction, that will give you the right to put words in their mouths, so to speak.
We all know that WoM (Word of Mouth) marketing is the holy grail of rapid business growth and drinking from the wrong cup is the black list of death. We hope that people say nice things or great things about our business, and desperately try to appease those who condemn our ways.
What if…and this is a big WHAT IF…we could write the script for our own word of mouth marketing, that is give our clients a script to tell others about how wonderful our brand is, in the words we want them to use.
This is the advantage of the Experiential Business Model, we create the buzz.
I just found this and it should give you an Idea of the Power of the Experiential Business Model.
There are a number of components and interaction points and the ability to scrip each one becomes more and more complex so we’ll start simple today by just looking at an overview of the components.
You never get a second chance to make a first impression, well not true it’s just cheaper and more effective to get it right than to try to change someone’s mind. Forget your spouse, or siblings birthday on purpose and then see how much effort it takes to make up for it…yah we want to get it right in the first place.
The first impression covers a lot of ground, from the look of your facility if you have a location, the look of yourself if you are a service, the look of your product if you are marketing it in a store.
We will consider this the first meaning full interaction with your brand, there are others but you need to start somewhere. The first glance at your Brand should reel the consumers in with a big wow…but then we need to hold their attention.
Click Here for More on 1st Impressions
The Lost Factor
Getting their interest and breaking the ice is only the first step, you don’t want to lose them afterwards.
To equate this with a dating scene; an attractive member of the opposite sex, you noticed from across the room just smiled and waived you over, when you get there and introduce yourself they start talking a different language.
It can happen from giant department stores with so many isles you don’t know which to choose from, to the corner store where the counter clerk is to involved in their own conversation to help you find what you need.
So how do you combat this…
Recognition & Personal Valuation
Hi, how are you doing? Thanks for taking the time to read this blog. I Appreciate it. I sincerely hope it adds value to your professional life.
See that was not so hard, though I did combine two components into one in this section. That may happen as we create moments of interaction that cross multiple components of the model, and that’s ok.
Recognizing you clients and showing you value their time/dedication/patronage are key interaction points that build on the whole experience. They are also what I consider key components in the model for the purpose of building brand loyalty.
In todays hustle and bustle, valuing your client’s time by demonstrating efficiency is no longer a luxury, it’s expected. This will require som introspective analysis to ensure you’re not duplicating the same steps from department to department or repeating the same interaction with consumers again and again. Once you have learnt the basics you and your clients are jumping the gates to move to the next step, or a better question might be what hoops do you force your clients to jump through repeatedly?
Train them! I can not stress this enough, train your employees, show them how your company works, at least enough to do their jobs, explain what it is they do and how it relates to the rest of the interaction, even if they don’t see the whole picture they know what is coming up in the next two or three scenes. As you might be able to tell from the extra !!!’s in this section I will wow you when we get to this topic.
Think of a Theater group, how much, how often, how long do you think they practice before the first show? and for that matter when was the last time you heard a performer say “I dunno, I just work here.”
Wrap Up or Completeness
What’s next? Everyone needs closure so after you have run your client through a complicated performance of scripted interactions to create a brand experience do you just kick them to the curb? Well if it was part of the experience you wanted to create I would say yes, but really the question is what do you want them to do now? Come back and shop with you again…tell their friends about you…take 2 and call you in the morning.
This is also a sensitive point of contact because delivered inappropriately even a nice thank you can seem like a boot to the curb.
The End..or is it?
Post Interaction/Pre Interaction
Once you have create a Brand experience with your client how do you follow it up, do you stay in contact and what do you say. This was, in the early days, how Dell differentiated themselves as a computer company, not only did they have a unique product but their after sale service was exemplary.
Which also leads us to the pre interaction, or marketing/advertising. Since you can not yet aim the advertising person by person you are creating a brand impression, some times with existing consumers and some times with soon to be customers. This point creates and expectation in new customers minds even before the first impression, and strengthens post-client brand connections, maybe even acts like a post-hypnotic suggestion.
So that is an overview of the 10 categories of interaction in the Experiential Business Model. Over the next few months I will devote at least a post each week, to expanding each of the categories and process for scripting your own brand interaction.
Here’s hoping I;ve give you something to think about.