Strategy and creativity, once again, are essential to achieve this goal. With the former, we get to know the consumer well enough to make them fall in love with us. We analyse their interests, detect which aspects of our service or business they particularly like, which details make them feel comfortable, which aspects are essential in their life and, finally, we trace the right path to their heart.
Buyer persona analysis should always be the starting point for any creative action. Without this information, it is much more difficult to create experiences that truly connect with the consumer. If we want to move them, we need to know what moves them inside.
Sales stages to generate brand experience
Once we have this, creativity and branding come into play . Beyond the price or the features of the product, the consumer connects with the brand through other attributes. The tone of voice or the type of estonia phone number data messages we send at the different points of contact with the client are becoming increasingly important, a branding work that goes far beyond the logo or the visuals. These aspects will also be key when interacting with the user through virtual assistants, where we will only have the tone and the messages to assert our brand and create a differentiating experience.
Brand branding: a key ingredient
It is also important to create a common experience for the entire brand. In other words, there should be a homogeneous and coherent interaction at all points of contact with the consumer. Nowadays, through CRM tools we are able to accompany the customer before, during and after the purchase. Working on each of these moments, in a specific way, will help to generate that bond with the consumer and even to build customer loyalty.
It is not enough to create experiences that “make the consumer fall in love” in order to generate the purchase of the product or service that we offer; every detail counts and that is why it is important to take care of the during and after experience as well. A customer who enjoys the purchasing process and who, afterwards, has a customer service available will have more opportunity to speak well of that brand, recommend it to other people and buy again. And that is, after all, what any business seeks.
For all these reasons, it is essential to conceive the brand as a whole and carry out 360 strategies that take into account each point of contact, in the different channels, to create that global experience that connects with the consumer.
This trend, which we saw at Cannes Lions 2019, will continue to gain momentum and will become, in the short term, a requirement for brands. Consumers are demanding it and it will be key for any business.