While most marketers think of “interactive brand marketing” as being online, forward thinking marketing leaders are figuring out how to make the in-store experience more interactive so that customers can truly feel, live and breathe a brand. For example, Apple launches major advertising and publicity campaigns for its iPhone and iPad products to drive traffic to the Apple store, setting an expectation of a matching in-store experience. The Apple in-store brand experience exudes sophistication, high-design and “wow,” from decor, product displays and staff interactions. In-store, Apple customers connect with the tech innovator on an intimate and tangible level, making an emotional connection as they immerse themselves in community and awe-inspring products. The iPhone 4′s live video chat, editing “home-movies” through an iMovie app are some of the many features you just have to experience to understand.
Apple’s in-store brand experience showcases its eye for design with its clean, modern straight wood and steel surfaces. Piggybacking on its design, Apple’s customer service management system is clean, sleek and sophisticated. To receive customer support, Apple fans must sign up online to get a place in line. The fact that Apple strives for an A+ on customer service management demonstrates their sophistication in creating truly interactive brand marketing.
http://sparxoo.com/2010/07/19/interactive-brand-marketing-strategies/ Ethan Lyon | Jul 19, 2010 accessed February 28th 2011
(JOELY)
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