The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience

Engage Your Customers with a Consistent and Memorable Brand Experience
Erscheinungsjahr 2010
ISBN: 978-0-8144-1554-2
Verlag: McGraw-Hill Education

Buch, Englisch, 224 Seiten, Format (B × H): 62 mm x 92 mm

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.

Autoren/Hrsg.

Joseph, Jim

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

CONTENTS Foreword: Thoughts from Two Icons, vii Foreword: “Just Stick It Between Your Legs,” xi Acknowledgments, xvii Introduction: Marketing Is a Spectator Sport: Observing, Learning, and Then Applying, 1 Prologue: The Experience Effect in Action: Two Personal Examples, 7 1 Buzzwords Need Not Apply: Defining the Experience Effect, 15 2 Best Pasta in Town: Positioning the Experience Effect, 27 3 Brand Soundtrack: Making the Right Decisions for the Brand, 39 4 Not by Numbers Alone: Understanding the Brand’s Target Audience, 57 5 Kiss a Few Babies: Constructing a Consumer Profile, 73 6 Get Emotional: Connecting with Customers on Multiple Levels, 89 7 Reach Out and Touch: Mapping Effective and Engaging Touchpoints, 99 8 Squishees from Kwik-E-Mart: Activating Touchpoints, 115 9 Avoiding the Cookie Cutter: Creating Unique Touchpoints, 129 10 Meet Martha, Louis, and Some Elves: Finding Inspiration, 141 11 Madonna and Tide: Learning from Celebrities, 151 12 Everyone Else Bring Data: Researching the Experience Effect, 163 13 A Flash of Color: Owning the Experience Effect, 175 14 Mind the Gap: Assessing What’s Missing on the Brand, 191 15 A Room with a View: Keeping the Team on Track, 201 Afterword: Click-Through: Making It Real, 213 Index, 215 About the Author, 221

Über Autor(innen)

ANDREW J. SHERMAN is a partner in the Washington, D.C., office of Jones Day and an internationally recognized authority on the legal and strategic issues of emerging and established companies. He has been interviewed by The Wall Street Journal, USA Today, Forbes, Time, and other publications, and is the author of Raising Capital (978-0-8144-0856-8).