The value of experience

October 26, 2006

What’s more important? Advertising? Or experience?

Are you more likely to frequent a company because they had a clever campaign? Or are you more likely to visit because of a friend’s recommendation? Or a personal experience?

Often, businesses lose focus on what they need to do to better promote their brand. They want big print ads. They want extensive radio and television spots. They want their name on billboards and in magazines and on electric marquee signs. Make the logo bigger! More copy! More offers!

But the first thing I learned in this industry is that if you can’t back up your message, your advertising is a waste.

A business can’t subside on advertising alone. They need satisfied customers. These satisfied customers will serve to back up your claims. They’ll make your message go farther, supplementing everything you’re trying to scream.

(And sometimes making it unnecessary to scream.)

I bring this up because I’ve seen it first hand.

You’ve probably never heard of Diede’s Used Cars. It’s not surprising – they advertise minimally and are located 30 minutes outside of Sioux Falls, a city packed to the gills with larger, fancier car dealerships. When we first drove out to look at used cars, we were amazed that the dealership stayed in business.

But they have stayed in business. Primarily, because the dealership is friendlier and more accessible than any I’ve ever been to before. We encountered no bull while shopping, and we were assured the best deal our salesperson (Don, the owner) could offer. If there were any problems, we would just need to let him know. He suggested a good garage to go to, a trusted mechanic, and sent us on our way, happy and excited.

When our car started having troubles, we called Don. He remembered our conversation. He vowed to make it right. And the great thing? He actually did. He didn’t just try to make us happy. He stood behind his promise, gaining more trust and confidence than any advertising campaign could have offered.

How did we hear about Diede’s? We heard about it from my mother-in-law. And how are other people going to hear about Diede’s? From our word of mouth. From searching the Internet and finding posts like this. From customer generated praise. In other words, from free advertising and marketing, written and spoken not by company shills, but by satisfied customers. We don’t need to stay in town and be oversold, pushed around, or lied to. We’ll drive 30 minutes out of town. Because we value the experience more than the convenience.

I’d be willing to guess that most consumers feel the same way.

So before plugging more money into advertising, think first of your brand. Consider the marketing aspect of your business before you worry about promotion. Are you standing behind your policies? Are you promising things you can’t back up? Or are you bringing in customers by the barrel, only to send them off disappointed?

Let your customers do some of your talking for you. If you give someone an experience they’ll never forget, they’ll tell their friends. And their friends will come.

By Corey

Filed Under Advertising, Marketing

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