It’s easy to get caught up in the imagery or clever copy in an ad, isn’t it? We see something that speaks to us because, “Hey, shiny object!” Or we find something we’ve been searching for or feel we need. But what happens if/when we make the purchase or use the service and it doesn’t match our expectation? You guessed it – we can easily lose trust in a company, which can erode our loyalty over time. Even worse, we may tell our friends about the negative experience. Ouch!
Many brands can easily be enamored with the marketing process or flashy advertising trends they can’t aspire to, and unfortunately veer away from their distinct, authentic characteristics. Today’s savvy customers can see right through this smoke and mirrors approach.
As you plan your next marketing or advertising campaign, here are four considerations to ensure you’re staying true to your company’s essence and ensuring that the customer experience is truly aligned:
- Back up your promises – Here’s where the cliché, “Say what you mean, mean what you say,” actually applies. Make sure your messages are supported with the actual benefits of your products and services.
- Think like the customer – Walk through the purchasing, admissions or hiring process, for example, and consider all of the touchpoints. Map the entire customer experience and ask, Does this speak to me? Where do I get stuck? What about this energizes me?
- Apply customer insights – Once you have customer data and feedback, analyze it and make adjustments based on what is happening. Synthesize the data and then communicate it in a way that attracts customers and fills a need they may not have known they had.
- Keep your eye on reflecting your brand. By making a clear and positive link between your advertising claims and your customer experience, you’ll build trust and loyalty for the long-term, as well as positive word-of-mouth associations. Win!
Contact us to learn more about how we develop effective marketing strategies that match the customer experience.