Unleash ‘Brand Magic’ With Experiences Your Customers Love
Magic brand moments are “instances where a customer feels exactly the way you want them to about your product.” As a marketer, they allow you to hone in on why you do what you do as a business and who you do it for, which is crucial in building brand engagement and loyalty. Yes, a relationship and finally brand love.
Here are 3 examples of promotional concepts that do exactly this. They emphasize emotions over ratio and highlight the power of creating memories with brands …
1. MARIA’S MAGIC BRAND MOMENT WITH DE’LONGHI
Meet Maria, a 32-year-old marketing manager. Maria loves her high-pressure job, but it means she has limited free time. When she’s not working, she likes to meet friends and travel as much as possible. Coffee is her life-fuel: she wants the best, and she wants it quickly. That’s why she’s in the market for a high-quality, fully automatic coffee machine.
While shopping around, she sees plenty of discounted coffee machines. Then, she spots one from De’Longhi that comes with a free return flight to a choice of major European cities …
Right away, Maria’s business mind kicks in as she tries to work out the best deal. If she saves 10% on a $700 coffee machine, that’s $70 in the bank. But surely a free flight is worth more than that? Plus, it’s a chance to explore somewhere new (and take a guiltfree break from work). She imagines herself enjoying a coffee in the dappled shade outside a quaint Parisian café. Yes, that’s just what she needs right now.
Decision made: Maria buys the machine.
2. NICK’S MAGIC BRAND MOMENT WITH HIS FAVORITE FOOTBALL TEAM
Meet 43-year-old father, Nick, and his 11-year-old daughter, Sandy. Nick loves football –he never misses his favorite team play. Sandy’s not bothered about sports, but there‘s something she does care about: environmental sustainability. Nick just found out about his team’s new sustainability initiative, ‘The Tree League’, which gives fans a chance to plant a tree whenever their team scores a goal. Finally, a reason for Sandy to watch a game with him! They both register online before the much-anticipated derby game.
“Gooaall!” Ten minutes into the game, their team scores. Nick and Sandy get a text message: “We scored! Now it’s your chance to score a goal and plant a tree with us.”
They’re redirected to a digital scratch card. Nick uncovers two trees and one football – bad luck, he can try again after the next goal. But Sandy uncovers three trees – she’s planted a tree… and suddenly football’s a lot more interesting! By the end of the game they’ve planted three trees together and Sandy’s well on her way to becoming a football fan.
From then on, she makes a point of watching the game with her dad every week.
3. JACK’S MAGIC BRAND MOMENT WITH MASERATI
Meet Jack, a highly driven, 45-year-old entrepreneur. He started an import business back in college and now it’s grown into a thriving multinational corporation. Jack is proud of what he’s accomplished and enjoys spending his hard-earned money on luxuries like finely tailored suits and fast cars. To him, they’re symbols of success.
Jack’s decided he deserves a new car. He arranges a test-drive of the latest Maserati (only the best, of course). At the dealership, Jack is offered to upgrade to a ‘Taste Drive’ – he is invited to drive to his favorite restaurant and take a selfie out the front. When he returns he’ll get a dinner-for-two voucher to spend at that restaurant. Jack immediately thinks of the place where he met his wife, and spends the drive there reliving fond memories.
A few days later, over a five-course candlelit dinner, he and his wife talk about life, love… and Maserati, without whom they wouldn’t be having this wonderful experience. The brand has exceeded their expectations – and the car is amazing, too.
Decision made: the following week, Jack picks up the keys to their new set of wheels.
Would you like to find out how we can help you bring your sales promotion to the next level by creating a ‘Magic Brand Moment’? Then schedule a free consultation today and get some unique ideas that will help you stand out from your competition!