“Experience is the brand.” C.K. Prahalad
To stand out from the crowd and catch (and hold) your customer’s over-stimulated attention you have to attach a memorable experience to your product or service.
Adidas stores provide running tracks where people can have a real experience of the shoes before buying them. Their 3000 sq ft signature store in Beijing pushes the brand boundaries and is the first to pioneer fully integrated sports and lifestyle solutions via experiential options like different virtual features centred around the core skills which will help upskill customers in their favourite disciplines,. The store also features a wide menu of services targeted at providing an holistic platform for sports and sport lifestyle such as professional running clinics, in-house fitness coaches, style advisors etc.
Being comparable to the rest doesn’t register in the customer’s memory in today’s busy, noisy and demanding world.
As a motivational speaker my own training style acknowledges the fact that we are living in an Attention Deficit Society and that the average listening span is approximately 15 minutes. So, in any presentation that lasts for 60 minutes I will engage the audience in various exercises at least 4 times. I would also ensure that everyone was getting the full experience by using different styles of presentation: visual, auditory and kinaesthetic.
Remember people buy into and remember emotion, but are rarely moved by cold facts.