free samples. A risky move
you might say but one that
proved successful in the
long run. This isn’t limited to businesses that serve
logo was flashed across
the screen and at the same
time the company’s newest
brand of male deodorant
was pumped into the cinema hall via the
ventilation system. This simple
“trick” proved
very successful
as sales for the
product went up
the roof. Now if
you’re a self-proclaimed skeptic
like I used to be
(positive confession) you’re asking how this applies to me if I’m
not in the business of producing “sweet smelling
offerings”.
Well, we can all
The immortal Coca Cola
learn from the
edible products, the way aforementioned example.
your goods and services If you meet a specific need
are sold can be done taste- and talk about it, this will
fully (forgive the corny
play on words)
brand isn’t what you say
about yourself but what
your clients say about you
and this is greatly influenced by the perception
they have of you.
Sound
This is pretty self-explanatory. Talk about yourself,
what you do and when
you are done talking, talk
some more. If it made the
Kardashians and Senator
Patrick Obahiagbon (crinkum crankum) famous
then imagine what it will
do for your business.
Touch
This is the most powerful
of all senses. It can make
you laugh one second and
cry the next. Imagine the
endless possibilities that
abound for any business
that can connect to its client’s on an emotional level.
In my experience the best
way to do this is by experiential marketing. Have
mell
your customers experiNivea did a survey in 2011
ence what you are offering.
and found out that the
That’s why a car sales man
most common smells in
lets you drive that dream
cinemas are Body odor
car you always wanted; a
and popcorn. The deodorant giant lunched a cam- give a positive perception good Realtor does not just
paign where before mov- of your company. Contra- show the house but paints
ies were run the company ry to what you think, your a picture of how much
fun you and your family
will have in it; cell phone
dealers will let you touch
and play with that brand
new phone with more features than you will ever
need. If you do your job
well enough your client
will begin to imagine how
they ever lived with whatever it is you are peddling,
that’s when they make an
emotional connection and
become endeared to your
brand.
In the immortal words
of my high school debate
team captain “I hope you
are convinced beyond any
iota of doubt and not confused” that just like sh*t ,
great businesses must sell
themselves.
S
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