Earlier we discovered some of the reasons our customers came to our store; plus we unearthed some of the alternatives they have to shopping us. Now, its time to start to create a story from this. Remember, we want to interact with the customers story. What emotional content can you use to make them feel better? Can you somehow make them feel that yes, they really do deserve to treat themselves to the finest? Right now, list 3 emotions your customers feel about your store: - ___________
- ___________
- ___________
After youve listed these, think about your competitors. Are they adding value in ways you arent? Sometimes a quick fix is to copy something a competitor is already doing. It isnt what you can build a brand on, but it can help bond you to the customer. Then, after youve explored the obvious, turn to your ally, the creative mind, and search for the possible. Sometimes the answers present themselves in the form of a problem. For example: Is parking a hassle in your neighborhood for your upscale restaurant? Should you offer a valet service for your customers, to make sure you remove a barrier that prevents them coming to see you? What does this have to do with story? Simple, its another way to make the customer feel better about herself as she acts out her story. If they are treating themselves to a night out, then you can enhance the specialness of the evening for them. You can treat them, too. They probably write a dozen checks each year to their mortgage company. Think the bank ever gives them valet parking? The point is: figure out how to tie in the customers story to your company. Make them feel special by interacting with them. See, Michaela and her steakhouse needed a reason to get people out to eat, more often. She needed to provide something they couldnt get at home, no matter how fantastic a filet they grilled up for themselves. The Hollywood theme Big Mikes used puts the customers into the story as players. See if you can do the same with your customers. Remember: Brand (who you are) + Package (your Face to the Customer) + People (customers and employees) = Marketing Success. 2006 Marketing Hawks |
