As marketers, we are mostly programmed to SELL, SELL, SELL! However, in this day and age, it seems it’s more effective to serve. Recent studies (according to us) show that consumers are more interested in receiving information that will educate and enrich their lives. They want a story. Content. An experience. Something usable beyond just a “buy this now!” call-to-action.
To do this, we must think about our engagement strategy, and look for ways to immerse our audience in the brand, rather than simply sell it. We must tap into the emotional sensibilities, and bring their normal, everyday experience to life in a way that serves a bigger purpose — to create an unbreakable bond, that ultimately results in sales.
Here are some ways this is being done…
- Virtual Reality: Create a new world to experience your brand (Check out what Tom’s did)
- Augmented Reality: Bring the retail experience to life wherever you are (See how the IKEA Catalog enables you to place furniture in your space before you buy it)
- Bots: Brands becoming personal assistants (Casper gives you someone to talk to on those sleepless nights)
There are many partners out there specializing in these methods (Blippar, LSTNR, Moth+Flame). And if you want to proactively bring new, impactful ideas to your clients and consumers, we suggest you tap into them.
So don’t get stuck in the world of selling. It’s a one-dimensional way to drive engagement and conversions. Change your approach. Be multidimensional, it will serve you well.
What Sparks Our Fire: Taking the initiative to find new ways to turn simple ideas into ones that serve a bigger purpose.