Have you ever bought a product simply because of the experience you thought it might give you and not for its actual features? Well, if you have you’re definitely not alone. It’s easy to see an ad and want to live the life of the people displayed in it. Whether they’re happy, carefree, successful, or demonstrating any other positive behavior, most of us want to BE them. Due to decades of untrustworthy companies overselling ordinary items, many of us are skeptical of products that simply don’t deliver. At this point in time, we believe in the power of people and lifestyles more than the physical benefits of a tangible item. So, are you a business owner wondering how to harness the power of selling experiences? Well let me give you a few ideas…
Take Subtle Photos of Your Product Being Used
Of course you shouldn’t absolutely ignore your products in your marketing, because they’re the bread and butter of your business! Even though you want your potential customers to remember what you do, you’re trying to have them focus on the overall experience associated with it. For example, let’s say I’m selling an innovative barbecue grill. Instead of just showing the grill by itself or a man with a spatula standing next to it, I might want to show a whole barbecue scene where a group of people are laughing and smiling with the grill as a sub-focus. Don’t get me wrong you never want to hide the grill or make it hardly noticeable, but you almost want your viewers to piece together on their own that it’s the grill that led to the barbecue party being enjoyable.
Use Testimonials in Your Marketing Strategy
Testimonials are incredibly important because they hold almost the same weight as an unsolicited review! We typically trust our peers even if we have no idea who they are. Have you ever debated buying something as simple as face wash and someone’s testimonial on a television ad is what swayed you into trying it out? Well if you haven’t, you’re probably not one of the many individuals who have bought Proactive. If you do go the route of using customer testimonials (which I think you totally should) try to put a face, name and title to the person giving it. The more information we have about these people, the more we tend to trust that they are real and giving completely honest feedback. MailChimp is a great example of a company that provides several video testimonials on how their email marketing automation platform has significantly improved their clients’ brands. Your testimonial doesn’t even have to be a video to convert traffic! You can simply have a page on your website with static testimonials if you don’t have the time or resources to create videos.
Use Fan Photos and Videos
Social media platforms such as Instagram and Twitter have made using fan photos and videos a highly effective (and inexpensive) way to promote your products. Not only does this make your current customers feel special, but it also shows potential customers that real people use your products in their everyday lives. Two companies who do amazing jobs at this are Vista Print and Daniel Wellington. Almost all of their Instagram posts are aesthetically pleasing pictures of their products that their customers have posted. Besides converting potential customers who were indecisive on purchasing, you also create brand ambassadors who are both loyal and vocal about your brand.
Create Content Based on Your Mission Statement
Many of us underestimate the power of a mission statement. Believe it or not, your brand’s core values can resonate with your customers and influence if they want to be associated with your presence in the marketplace. Depending on what your core values are, they could possibly hit home with a large group of people who are passionate about what you represent. One brand that has used its values to successfully sell its products is Coca-Cola. The majority of their commercials are about spreading love and happiness by giving someone a Coke. Now, I don’t know about you, but there’s many times that I’ve been grumpy and drinking one of their sodas. The actual drink does not possess any magical powers that make you happy, but the feeling of encouraging love and happiness does. That is what they aim to do in their commercials, and lets be honest, it’s super effective!
Even though selling an experience rather than the product itself goes against everything we know about advertising, it is incredibly effective for companies both big and small! I hope these tips help you and please feel free to ask any questions you may have in the comment section below.
Infographic of the Week:
Question of the Week:
What brand do you think sells experiences really well?