• MARKETING
How on Earth do we read our Client’s Minds? By Sarah Garner, Digital Bloom
Let’s tip the ‘usual’ article format on its head, shall we? And dive straight to the juicy point - ask yourself (out loud) these questions: • Who (and what) greets your clients as they step into your space? • Which scent envelopes them upon arrival? • How does your business resonate in both the physical and online realms? • How seamless is the booking process for your clients? • How are client’s concerns handled in the event of any issue? • What is the sensory experience of receiving a purchased (or gifted) product? • How do you respond to positive or negative feedback on social platforms? • Do you offer opportunities for clients to engage and explore new offerings?
Each question holds a vital piece of information to understanding the emotions at play in your current brand experience. It’s no secret in today’s competitive market, across any industry, crafting an unforgettable and consistent brand experience is vital. While consumers in the beauty industry have numerous choices for treatments and an insanely overwhelming amount of product ranges to explore, it’s the brand experience that fosters loyalty and transforms the occasional customer into die-hard devotees.
First thing’s first. What’s a brand experience?
It’s the very thing that extends beyond your products and services, it’s the feeling that forges a deeper and more intimate connection with your clients and team members (existing and prospective). It becomes the deciding factor between someone choosing your business over the competitor down the road. The emotions, thoughts and sensations evoked when interacting with a business are the central focus point many large brands pour endless hours (and dollars) intentionally crafting.
But why is it important?
Brand experience is crucial as it goes beyond mere transactions, its role is cemented in shaping the emotional connection between a business and its customers. It is the sum of every interaction, from the first point of contact to postpurchase engagement, influencing perceptions and fostering loyalty. It creates a lasting imprint in our client’s minds, influencing their preferences and driving repeat business. A well-crafted brand experience not only enhances client satisfaction but also serves as a powerful marketing tool, as satisfied clients are more likely to share their positive experiences, contributing to brand advocacy and attracting new clients as a result. So, the best way to get inside your clients’ minds? Easy. Ask them.
BE AUT Y BIZ YE AR 17 ISSUE 1
List five of your most favourite clients (they don’t need to know that they’re one of your favs), think of all the reasons why you love them and how you feel when they come into your business. Walk them through each stage of the client journey and ask them how they’re feeling, what they would like to see changed, what they love and to what aspects must stay the same. The unfolding experience extends across these categories: pre-purchase, service, and post-service. The ‘before’, ‘during’ and ‘after’ interacting with your brand. Exceeding your client’s expectations across all three areas will ensure your brand experience is as flawless as Beyonce’s twerk in All the Single Ladies. In the pre-purchase stage, the excitement builds as clients anticipate their visit to your salon, spa, or clinic. A positive brand experience involves easy booking, a navigable service menu, appointment reminders, accessible location, and seamless entry into your space, ensuring a positive first impression. The service phase encompasses the in-salon experience and the booked service. Pay attention to reception, waiting room ambiance, consultation, the sensory aspects of your space, moments of surprise and delight and, of course, the service itself. As clients leave the service encounter feeling blissful and enamoured with your brand, they enter the post-service encounter. This stage is an opportunity to evaluate the checkout process, retail, and product recommendations, rebooking options, product packaging, unboxing experience, and any follow-up communication. The brand experience doesn’t finish when a client walks out the door; it’s an ongoing journey. A flawless encounter at each stage of this three-
69
step model means that, when exposed to your marketing, clients already harbour a positive brand experience and are more likely to engage. As clients increasingly spend time shopping online, the brand experience is not confined to inperson interactions but extends to your website, social media channels, email marketing, and online store. Consider the nuances of your responses to messages, reviews and comments, the layout of your website, text accessibility, ease of shopping or booking and response speed to clients. While each interaction may seem trivial on its own, collectively, they contribute to shaping a brand experience that communicates, “you’re one of the good ones.” The effort you invest in creating an exceptional brand experience must translate into consistency. Avoid the pitfall of elaborate experiences that lose their lustre upon repetition or vary between employees. Ultimately, brand experience is the cornerstone of building enduring relationships, ensuring that clients not only choose a product or service but become dedicated patrons, influencing long-term success and resilience in a dynamic market. Contact Digital Bloom via their website www.digitalbloom.com.au Sarah Garner is the Founder and Creative Director at Digital Bloom, an industryspecific branding boutique dedicated to making your hair, beauty, or wellness brand turn heads for all the right reasons.
MARKETING
