I don’t know about you but I am ready for the second installment of the 10 Commandements of Social Media series. Commandment number two of social media marketing is From Product to Experience. Disclaimer: The following title was taken from the book Emotional Brandin by Marc Gobe. His 10 Commandments of Emotional Branding are brilliant models for the use of social media.
From Product to Experience
From Marc Gobe:
“Products fufill needs, experiences fufill desires. A product or shopping experience, such as REI stores’ rock climbing walls or the Discovery Channel stores’ myriad of “sound zones” has added value and will remain in the consumer’s emotional memory as a connection made on a level far beyond need.”
I could not have said it any better myself (pertaining to social media marketing). We all sell a product or service. It is universal across the business landscape. Guess what else is universal?
The expectation of the consumer when being involved in the marketing process of a product or service. The consumer expects to be hit with direct mail. They expect to briefly read your billboard before slamming into the car in front of them. They are USED TO reading your article or ad in the newspaper.It is known.
What is the remedy to fulfilling a need through the process of experiential marketing? Social Media marketing allows you to continue being “socially and emotionally relevant” to the consumer.
Join them where they live and work. Become socially relevant to your consumers. The transition from product to experience will breed a sense of trust in your brand and in you.
Social media gives you the chance to come face to face with the life experience of each and every customer.