I read a really excellent article over at Marketingprofs.com and it really struck a chord with me. I have always like the idea of a Product Experience, or a user experience tied to the use of a product. But many companies seem to miss the point.
They focus on “userability studies” and have a slew of technical tests. But these are simply technical measurements that does nothing for the user unless there is an overall experience tied to it.
The article was about “How Packaging Your Offering Enhances Your Brand” by Anthony Cirillo and it really is about why some companies are able to sell their products/services at a “higher price”.
Those who understand the concept of “selling the experience”, understands that when you purchase a product or service, it is not just the here and now or the physical product that you hold in your hands. You see, when you buy an ice cream, it is not just the brand you are buying – Is it the flavor? How about because you liked the kid behind the counter?
As you walk down the street, which ice cream stall would you stop at on a hot summer’s day? Heck, which one will you stop at in winter?
As Anthony mentioned in his short article, the overall experience that a user has with your product will determine his overall satisfaction. You may have the best brand, the best flavors, the most attractive booth and the lowest price; but if your staff give service with a snarl, how long do you think your ice cream stall will be there?
It is no longer enough to talk about Product Marketing, but we need to be aware of Experience Marketing and how the overall user experience factor into your product. I know of companies who rest on their “product excellence” laurels and fail to understand this. Don’t be one of them.
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