Lean Marketing: More leads. More profit. Less marketing. by Allan Dib

Author:Allan Dib [Dib, Allan]
Language: eng
Format: epub
Publisher: Page Two
Published: 2024-05-07T00:00:00+00:00

Flagship Experiences

A flagship experience can give prospects a taster, nurture demand, and share your personality or uniqueness in an exaggerated way. For example, Red Bull runs or sponsors various extreme sports that entertain, inspire, and clearly demonstrate extremeness and energy. Flagship experiences can also provide fuel for your content marketing efforts.

A signature keynote blends a flagship piece of content and a flagship experience. For example, Arnold Schwarzenegger, David Goggins, Brené Brown, and Tony Robbins have delivered similar messages and keynotes for decades. Just like a hit song, once you have a formula that connects, you can deliver it repeatedly and distribute it in various modalities and formats.

The Macy’s Thanksgiving Day Parade, TechCrunch Disrupt, and Victoria’s Secret Fashion Show are all examples of flagship experiences used to create goodwill, nurture demand, and showcase their values and personality.

I’ll leave you with a word of caution regarding flagship experiences. For many businesses, this should be considered an advanced strategy. There’s a risk it will turn into an expensive “brand building” exercise with little connection to any kind of return on investment.

As covered in the previous chapter, real brand building comes from sales. Have your core fundamentals in place before trying to outdo the likes of Red Bull.

A better use of resources early on for most smaller businesses can be offering a taster, trial, or sample of what you do. We’ve all walked through a mall where delicious free samples have caused us to buy when we otherwise probably wouldn’t have. This is often a much more direct path to getting a return while also being experiential.

Some car manufacturers and dealerships have “drive days” where current and prospective customers experience different models within the make.

As with all your marketing activities, test and measure. Then, double down on the winners and cut the losers.

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