Your target market is an emotional being. Apart from the love of acquiring material things, they crave experience. That’s why people appreciate brands more when they sell well-executed brand experiences.
As an example, coffee shops have been hyped especially after the lockdown. The trend of creating Dalgona coffee can be seen on various social media platforms such as Tiktok. And now, where people can freely travel to places, we can see the growth of coffee shop businesses. If you are venturing into the same industry, you know how high the competition is.
But, if you have a unique selling proposition, you’ll be able to stand out among your competitors. For some, creating an Instagrammable go-to coffee shop allows them to welcome new visitors to their store.
People will want to post how beautiful your place is, especially if you’re located in an overlooking view. For others, creating a variety of coffee recipes and letting them taste coffee from different coffee farms is what makes them noticeable to consumers, specifically coffee enthusiasts.
One of the best ways to promote your brand is by selling experience. Here are some tips on how you can do it:
Express shared values
Every business has its core values. And your consumers have values, too. When you can communicate your business values, it’ll be easier to connect with the right target audience. Telling your brand story and letting them know what you advocate for can attract people who share the same values that your business has. If your goal is to promote local coffee beans in your community, people who patronize local businesses and love to support locals will notice you. Regardless of the number of competitors that you have, sharing your values will find a way to connect you to people who think alike.
Maximize the use of short videos
Short-form videos are one of the most useful assets you can utilize on social media. You don’t need to create a long-form video unless it is a documentary. But if a 90-second video isn’t enough, you can cut them into several parts so that your audience will have something to look forward to. Be as creative as possible for a longer time of customer engagement.
Work with brand ambassadors
Real people want to see real people. For an experience to be effective in marketing, you would have to show your audience real people consuming your product or service. It can be an influencer, a content creator, an employee, or yourself. For example, if you’re advocating local coffee beans, you can create clips of the daily life of farmers who work hard to provide quality coffee. If you have an Airbnb, you can invite content creators to showcase the amenities they can enjoy and the activities they can do at your place. The more unique experiences you can show them, the more they’ll be curious about your brand.
No matter how you want to sell experiences to your target market, it is important to provide authenticity. People love to hear stories, so others even create scripted scenes just to make them viral. But, of course, make sure that your brand stories are authentic and not something made up. People can detect authenticity and love brands with integrity. Maintaining this will not only make you get ahead in business but also allow you to stay longer in the industry.
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