Simply stated brand engagement means the various strategies and tactics will give potential prospects the chance to experience what both you and your brand are about. If you would like real life types of how this is achieved go to a Niketown, Sony or Bose store. What these retailers share is they emphasize the 'experience' of utilizing their goods, not the selling. The strategy these retailers use is to tell you how good their goods squeeze into your way of life. The tactic they use will not be selling, but instead, educating. Bose does an especially good job at this particular. Enter any Bose store and you can aquire a thorough tutorial on everything acoustic. Sales representatives will reveal to you the finer points of filling an area with sound, speaker characteristics, as well as other issues to think about when choosing audio components. Additionally they are going to answer any question you might have. All this is achieved having a low key, no pressure approach which makes it comfortable for prospects to obtain information and then leave, buy something or return at another time. Nike and Sony do comparable jobs within their arenas.
Exactly what is the magic of the approach? It recognizes a couple of tips. Customers:
* Control the purchasing process
* Value knowledge and knowledge
* Like to buy but hate for sale to.
How could you do this?
In a recent seminar I challenged business people to work alongside me on creating 'experiences' for his or her prospects that educated and gave a chance to become involved in the company with 'selling'.
An example of the items we developed:
* A furniture retailer - in discussing the different sales tools to his salespeople, we discovered that the miniature mattresses and cut-a-way models within the store were rarely used and after that only in answering a particular inquiry from the prospect. We are able to with the concept of making a one-hour seminar about how furniture was constructed and what features to search for when choosing sofas, mattresses as well as other furnishings. Brainstorming further we developed the concept of together with a chiropractor to talk about attributes of furniture to bear in mind that may help alleviate or prevent common issues associated with back and pain and posture. Seeking to offer an additional incentive for individuals to go to, we made a decision to include hors d'oeuvres and wine. There will be no overt selling and everybody who attended could at their discretion leave contact details to become alerted about future events. How made it happen end up? Tune into next week's column for your outcomes of this example as well as others.
Gaurav Gulati is an nonfiction author, consultant and speaker who specialize in personal branding, brand building and engagement. In nutshell, Gaurav loves brands because brands makes the world one and makes the world go round. He defines the brand as a most important and sustainable asset of any individual, business or organization has, it is what drives engagement. His client list includes MNC, Elites, Celebrities, Stratups and Fortune 500 companies.
For more information about brand engagement, simply visit our website.
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