Experiences Are Memorable, Transformations Effectual

Step one: understand your marketing goal is to transform your audience from unsatisfied cynical viewers into satisfied contented clients.

The Prerequisite: Expectation

Successful marketing is about creating a set of realistic, believable expectations that can be fulfilled by the offering. Almost daily we are bombarded sing bingo by over-hyped, silly direct marketing Web-advertising that is structured to take advantage of consumers' weaknesses, their desire to improve, to be the best they can be, and to gain some measure of satisfaction and relevance in their lives. Creating false expectations may lead to a onetime sale but not a long-term shopper.

Step two: create appropriate, believable expectations that you can actually fulfill.

The Product: Audience

One way of wrapping your head around this new approach is to think of your audience as if they were your product; you are transforming them from unsatisfied browsers to satisfied evangelists - that's your job. You just don't want to make a sale you want to make coverts, an army of satisfied consumers telling everyone they know how great you are. Getting people onto your emailing list is not good enough; turn them into believers and proselytizers.

Step three: the product of your marketing is your audience, turn your website audience into true believers spreading the gospel of your ability to satisfy.

The Methodology: Experience

Experiences are passed-on and reinforced by the strength of the story you tell. The Springwise newsletter has a perfect example of the strength of having a unique and interesting story. Emil and Magnus Gerbola of Denmark import Italian wine and sell it to wine bars, restaurants, corporate clients and consumers. But the knowledge of buying a bottle of Gerbola Vin is different from your usual trip to the liquor store. These two brothers, the sons of an itinerant Italian circus clown have set up shop in an underground candle-lit bunker built in 1942. What could be better than sitting with your friends enjoying a bottle of imported wine and entertaining them with the story of the circus clown's wine merchant sons operating out of a World War II bunker.

Step four: enhance your offering with a differentiating story forming the basis of the unique satisfying expertise you offer.

The Stage: The Web

Believe it or not there are still businesses that can't quite grasp the necessity of using the Internet as their marketing centerpiece. And then there are those that just don't recognize that the Net is a multimedia platform, and not just a reservoir of digital brochures and catalogs.

The Internet has multiplied the Paradox of Choice, the principle that the more choices you have, the harder it is to make a decision. As a consequence, websites must deliver well-crafted differentiating marketing messages using experience-generating multimedia Web-techniques.

Step five: the World wide web is no longer just a dumping ground of random information; it is a highly sophisticated stage for creating experiences through the delivery of entertaining, informative, compelling, and memorable stories.

The Vehicle: Video

There is just no better way to cut through the remoteness and isolation of the Net than video. And when we talk of video we are not talking about slide ABSOLUTE POKER shows of still photos and bulleted points. Just because it moves doesn't mean it's effective. The way to tell your story and deliver your message is with a real person that can express emotion, emphasis, charm, personality and impact.

Step six: Deliver your marketing message, your unique differentiating story, your identity and brand through the clever and sophisticated employment of memorable Web-video.

Reference:
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