But what does relevance have to do with fear and hope? Well, a relevant message really begins with a brand and the type of relationship it chooses to build with its customers. Michael Silverstein and Neil Fiske, in their book Trading Up, outline a simple model for scaling the peak to genuine differentiation among consumers. The toeholds of this peak help to define the customer experience on three levels: technical, functional, and emotional.
Let’s look at these levels at play. Toyota doesn’t use bikinis and hard rock to sell its cars; its brand is built on reliability and safety. CapitalOne doesn’t position itself as a credit card for the wealthy or million-mile members; it’s a rule-breaking card for consumers who worry about high interest rates, penalty fees, and a lot of requirements.
Even brands that are not actual products can produce a message that, relevancywise, strikes a perfect pitch. Have you been to Las Vegas lately? The city has established itself not merely as a tourist destination but as a getaway from the shackles and demands of everyday life. Its slogan — “What Happens Here, Stays Here” — is a brand marketer’s dream. The catchphrase is expansive enough to capture the imagination of every visitor from college students to retirees, but it also hits a deep emotional chord. Every one of us has something we would occasionally like to spirit ourselves away from — children, work, cleaning, yard work, or even the constant hum of a routine, safe as it is. The tagline, developed in 1999 by R&R Partners for the Las Vegas Convention and Visitors Authority, may not awaken any resonant notes of fear, but it does awaken hope — to be adventurous, to try new things, and to possibly be a winner, earning respect and admiration among one’s peers.
Most brands, like these, differentiate themselves on three levels. First they stand apart on a technical level. Their workmanship, technology, and materials distinguish the product from others in the same competitive space. Chipotle Mexican Grill separates itself from other quick-serve chains by using ingredients that are raised locally and humanely, a practice it calls “food with integrity.” This marketing message serves a second purpose of eliminating worries about eating unhealthy food.
These technical distinctions should lead to the next step, which is functional performance. The product should deliver results in a way that is wholly different from its competitors. The economy class offerings on Singapore Airlines, including Givenchy fleece blankets, personal LCD screens, and ergonomically designed seats, consistently assure its ranking among best-performing airlines.
Combined, these features should engage the customer emotionally and on a memorable level, through the singular experience that the brand delivers.
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These levels of differentiation determine, for example, how a hotel is laid out, the feel of the rooms, and the features or amenities within. Think about it. A Holiday Inn Express provides house-branded bars of soap, while the Ritz-Carlton offers Bulgari products. Just that one technical element is a key part of delivering the desired experience.
But none of these differentiators will, on its own, fulfil the ultimate goal, which is emotional engagement. The real point of differentiation comes when those discriminating product features (shampoos, linens, the desk clerk) are presented in a way that engages the customer emotionally. Which is to say that they should all function to answer to the needs of the desired customer.
Let’s carry the hotel example through to the experiential level. If I’m in a Holiday Inn Express, the expectation is for an inexpensive and functional experience. I am there because I am on a budget and looking for a fast and easy trip, complete with parking. I know what to expect — there is no fear of the unknown, no worries about going over budget. But if I am in a Ritz-Carlton I am looking for leisure, perhaps an impressive setting for a breakfast meeting, or more indulgent evenings. Basically, I am searching for an emotionally different experience but still have an idea of what to expect.
THE LOYALTY LEAP
AUTHOR: Bryan Pearson
PUBLISHER: Portfolio/ Penguin
PRICE: $25.95
ISBN: 9781591844914
Excerpted from The Loyalty Leap: Turning Customer Information into Customer Intimacy.
Published by Portfolio/Penguin. Copyright (c) Bryan Pearson, 2012