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When you read the words “chocolate bar,” you probably think of a brand, and it’s probably Hershey. This is because you associate chocolate squares with a brand, and since most of us know and see Hershey’s products on a daily basis, that is what we think of. But Hershey didn’t start at the top of the food chain when it comes to chocolate bars. It’s through customer experience that Hershey has found their way to where they are today.
As entrepreneurs, we can learn something from Hershey’s marketing campaign and the way they base what they do on the customer experience. Do we all know how a consumer is going to first experience our campaigns? Do we think about how we’re going to create a lasting memory? You may think because you’re not a chocolate company you can’t do this – but we’ll bet you’ve heard of the Geek Squad.
First: Sight
If you want more eyes on your brand, then you need to figure out what potential customers see. Are you using appropriate colors schemes and fonts? Are you using the standard social media “buttons” on your posters and marketing materials, or have you invented your own? You must figure out how to be appealing to the eye, whether it’s through clever graphics or colors that pop.
Second: Hearing
Even if your product doesn’t make a sound, you can still make a difference to a potential customer with your video advertising. Obviously, you want your video to pop, but there’s more to it. You have to consider your tone and tone of voice as well. Is your video being friendly enough? Did you pronounce your words clearly? Are you speaking slowly enough for your audience to understand you, but fast enough for them to be engaged? Never underestimate the power of a good voice – it will make a difference.
Last: Touch
Many of the digital products an IT company sells aren’t really physically present, but that doesn’t mean you can’t create a physical connection to your company and product. If you have a business card, make sure you use a high quality paper that feels expensive. On physical advertisement, don’t be afraid to use die cuts and embossing to make things interesting. Even textured coatings for magnets and pens can make a difference.
In the end, bringing in new customers that recognize your brand may not be a walk in the park, but with clever techniques and thought put into every pitch, you’ll have a better chance of securing new business and your company’s future.
