اثر تجربه: مشتریان خود را با تجربه برند مداوم و به‌یادماندنی درگیر کنید

The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. When all these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty. Jim Joseph calls this ideal combination the 'experience effect', and in this book he shows how any business can create one for its brand. Filled with practical advice and real-life examples. Whatever the business, whatever the size, "The Experience Effect" will help companies create a simple yet powerful brand experience that resonates purpose fully, consistently, and continuously with customers. Contents......Page 6 Foreword: Thoughts from Two Icons......Page 8 Foreword: “Just Stick It Between Your Legs”......Page 12 Acknowledgments......Page 18 Introduction: Marketing Is a Spectator Sport: Observing, Learning, and Then Applying......Page 20 Prologue: The Experience Effect in Action: Two Personal Examples......Page 26 1 Buzzwords Need Not Apply: Defining the Experience Effect......Page 34 2 Best Pasta in Town: Positioning the Experience Effect......Page 46 3 Brand Soundtrack: Making the Right Decisions for the Brand......Page 58 4 Not by Numbers Alone: Understanding the Brand’s Target Audience......Page 76 5 Kiss a Few Babies: Constructing a Consumer Profile......Page 92 6 Get Emotional: Connecting with Customers on Multiple Levels......Page 108 7 Reach Out and Touch: Mapping Effective and Engaging Touchpoints......Page 118 8 Squishees from Kwik-E-Mart: Activating Touchpoints......Page 134 9 Avoiding the Cookie Cutter: Creating Unique Touchpoints......Page 148 10 Meet Martha, Louis, and Some Elves: Finding Inspiration......Page 160 11 Madonna and Tide: Learning from Celebrities......Page 170 12 Everyone Else Bring Data: Researching the Experience Effect......Page 182 13 A Flash of Color: Owning the Experience Effect......Page 194 14 Mind the Gap: Assessing What’s Missing on the Brand......Page 210 15 A Room with a View: Keeping the Team on Track......Page 220 Afterword: Click-Through: Making It Real......Page 232 B......Page 234 D......Page 235 J......Page 236 P......Page 237 T......Page 238 Y......Page 239 About the Author......Page 240 The overall experience of the buying process ultimately determines whether consumers will pay money for a product or service: they weigh what they are purchasing with their responses to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. Jim Joseph calls the ideal combination these elements the “experience effect.” In this book, he shows how any business can create one for its brand to ensure customers leave satisfied. The Experience Effect does this by teaching readers how to understand their brand's target audience, conduct more effective market research, connect with customers on an emotional level, establish appropriate and engaging customer touchpoints, link digital and nondigital media, and perform a gap analysis of their brands'marketing. Filled with practical advice and real-life examples, this insightful guide helps companies of any type and size coalesce the varied elements of their business into a seamless consumer experience that resonates deeply, builds brand loyalty, and keeps customers coming back. "Customers don't just buy products. They buy an experience. Here's how to create one through your marketing""--Resource description page