Recently I took a trip to Disneyland with my boyfriend, Adam, and his 12-year-old daughter, Niki. At what seemed like every shop we stopped in during our amusement park visit, Niki would ask for two quarters and a penny. You may ask yourself, why the 51 cents? (We all know spare change doesn’t even allow you a day’s worth of locker rental at Disneyland.)
Niki wanted the change so she could smash and imprint the penny (at the cost of 50 cents) with a Disney-themed image using a coin pressing machine. Unfortunately, we never had exact change at the right time while we were at the park, so Niki left without what she had wanted most.
Luckily, we visited Hollywood Boulevard before we left California and again found a coin press. This time I had the right change and was happy to see her get something she had seemed fixated on for most of the trip. You can understand my surprise when, the day after we returned home, I found the imprinted penny abandoned in the back of my car.
Fast forward a week and I’m returning to my office with a coworker after a meeting when I spot the now oval coin. I tell my co-worker the tale.
“It wasn’t about the penny, Megan,” he says. “It was about the experience.”
This is a truth that is nice to have reiterated from time to time. I continue to reflect back on this statement and how it relates to business and marketing strategies. In fact, my day-to-day work life revolves around helping other businesses create memorable experiences for their customers. It’s through experiences that emotional connections are formed, and it has been proven time and again that most decisions are made based on emotion, then supported by logic.
Here’s the lesson to be learned: creating an experience is a results-driven strategy and also the most fulfilling strategy. The trick in creating positive results is that it must be genuine and directed at the right people. By looking at every piece of your business that touches your customer as part of the experience, you are taking the control of what message you are sending out. From customer service to invoicing your client, you have the power to create an experience.
What kind of experience are you creating for your customers right now? I encourage your feedback and sharing of ideas.
Megan Lane is an account executive at Imagine Marketing.
Contact Megan at firstname.lastname@example.org