Get ready to dive deep into the world of marketing strategy! This is some of the most rewarding work you can do within your business. When clarity around your positioning, customers, experience, and story is achieved, everything falls into place. When done right, you will free up so much time from worrying about your competition, the ebb and flow of your customers, or making everyone happy. When done right, your competition becomes irrelevant, your customers do your marketing for you, and disgruntled team members or customers will become a thing of the past. So without further ado, here is everything I am going to help you get clarity on:
Your brand has a word-of-mouth-worthy angle that can be used to your advantage. When we get to the heart of your mission & values, we can determine your brand’s why. Your unique selling proposition combined with your brand will help us form a distinct marketing promise that resonates with your dream customer and guides your business effortlessly to success.
Are you attracting high-value dream customers? Once you have a strong and memorable position in the marketplace, only then can you determine which consumer segments are most responsive to your brand’s positioning. Instead of looking at just demographics, we have to dig deep into what drives the different types of people out there, from their motivations & values to their desires. Which needs for belonging, esteem, and self-actualization does your brand fulfill? From there, we can begin to look at the consistencies and common threads amongst the target market’s passions, likes/dislikes, personality, behaviors, and expectations.
Experience design is about asking, what do customers want and how can I give it to them in the most exciting, unique way possible? What are the emotions, meanings, and memories that we want them to take away and feel during every moment of the experience? Consumers derive value from entertainment, education, pleasing aesthetics & sights, escapist/immersive activities, and tangible takeaways. We’ll determine where the customer expectations lie and how to go above and beyond to surprise & delight! We will take a creative look at how authentic, curated details and touchpoints that engage the senses can deliver on your brand promise. In some instances, we will look at how trends, nostalgia, and psychological motivators such as exclusivity can be leveraged. And we’ll make sure that the experience aligns with your positioning and customer’s desires throughout the entire customer journey.
The human brain loves stories, and yet most marketing messaging is haphazard and uninspired. When you have your positioning, segmenting, and experience design aligned, storytelling comes easy. It’s all about painting a picture of the “current” state of your customer and the desired “after” state that your experience delivers to transform them. This requires using the right language and words for your brand’s personality that get your dream customer excited. But not just that: storytelling to achieve your goals is all about sharing the key elements & points that the potential customer needs to hear in order to feel aligned with the brand and moved to action/purchase. You will come away with a story and creative marketing campaign that pulls people in and keeps them hooked!