The consumer is more demanding than ever. Who wants to win and retain customers, has to fix his position and must offer him Goodies for a good deal. You are on a good way if you have more services and innovations for your clients than the competitor. The concept will be the first step to more growth and success.
The atmosphere will decide on the feel-good factor
The companies do not like to show their cards and they do not like to show the storyboard of success. But if the public get notice of new products and a Like-it feeling for these products, the competitors look at this closely. But what happened? The competitors try to copy the campaign but the success is not scored like by the first-time user. An original campaign is always an original and cannot be copied better.
What time is best of the enjoyment of a thing? Let me compare a concept with some good eating in a restaurant. Then, when you enter a room with a stylish dinner table, in addition to long-stemmed glasses and fine china, a silky tablecloth and fine-arranged meals and a waiter who pronounces recommendation in a sympathetic way – then the benefit is greatest, because the atmosphere is true.
And so it is with a concept. The attentive waiter stands for the team, the seller or the promoter. The finely set table for the sale of space or retail space. And the arranged food for the event, which binds the client.
Know what the consumer wants
Many actions often fail because of a bad concept. Many people cannot formulate goals. The trend towards extra – Why the customer want the experience. Discouragement are contribute by marketing departments, because they have more the focus to the budget instead of the the action. Plautus already knew ‘You can only earn money if you spend money’. The marketing management is responsible for the success of a workplace action and they have to find a balance between spending money and promising successes conditions. If the campaign runs bad, money has been wasted. But if the campaign runs fine, the investment was placed perfectly.
To know what customer wants is essential to filter customers’ needs and to inspire them for their own products. Marketing departments work with trend-scouts and advisors together because they know what the desires of the consumers are.
Courage is no risk
If you ask in the upper echelons of industrial enterprises, what does ‘courage to try something new’ mean, 32% of managers answered spontaneously with ‘a lot of money received a lot of risk’. Only 9% said ‘a good opportunity to boost growth’. Ulrich Eggert recently published the study ‘The exploding retail space have led to a hyper-competitive’, confirm the fears and concerns of medium-sized enterprises and owner-managed companies.
But courage is no risk if you think in new and clear concepts. The consumer wants to be understood, he wants honest and sincere brand products. The customer wants to know what happened to his data and he wants to know if he is cared fine by the enterprise. The customer does not like superlatives anymore such as ‘You will get a 70% discount to any planned kitchen plus an LCD TV for free’. The customer became more clever and he knows what he wants. You cannot bore him into buying your products if you will give him additions, such as pens, key chains, ice scrapers or lighters. Customers are looking for the experience and the incentive.
How the feel-good factor works and generated customers
The example of the Burstner GmbH – motorhomes, caravans and mobile homes, we want to show you the ‘feel-good factor’ as a customer generator. Anyone who has visited Burstner at an exhibition (eg at the Caravan Salon Dusseldorf), anybody loved the positive and pleasant atmosphere. Be it the Piazza, a replica of an Italian professional row of houses, the sweetened authentic espresso or the possibility of relaxation in special massage chairs.
The company Burstner created in its recent campaigns a really special event for their guests – namely, the feel-good factor as a feel-good souvenir to live. In fact any visitor was able to get a picture at the booth from himself. But it was not just a picture like you imagine. The face of the participant was photographed and recorded in a comfortable situation, which could choose by the visitor. The participant had to change his clothes neither, nor to change his position elsewhere. There were no props necessary to show the visitors in other countries. With high-performance wireless technology, photographs were transferred to an image editing program and merged with a perfect feel-good template. The live experience of the staged transformation was given to the customer as a high quality photo lab. From the photo shoot to the photo print just passed 60 seconds.
The fun-photo action has been linked with social media components, so that the participant could enjoy his photo as an e-card (greeting card) by e-mail to his friends, acquaintances and relatives for free. Even the free photo download was possible to enjoy the picture by himself, so he was able to adjust the fun-photo to social networks, such as Facebook.
The Marketing Department was very happy about the success of the fun-photo action. The photo campaign, which was associated with an internal photo competition, was responsable for the longer stay of the customers at the Burstner booth. The customers have got a positive brand experience. The targets, set by the principal, were achieved optimal and could also be manifested in numbers.
The courage to try something new has been more than paid for Burstner.
Our event post should help you to choose the right plan. PER4MANCE is an event and communication specialist since 1996. In collaboration with PR specialists, we create trends and create new values. Connecting people with ideas and innovations is an added value for your products and services. Brands protect the competitive advantage. Select the advice now!