When we design campaigns for digital marketing, there’s always a process that we follow to ensure its success. We think about the audience that we want to target and which platform we are going to use to reach the selected audience and when. We indeed think about the product or services that we are advertising – our goal is to increase sales. But the success of any campaign depends heavily in the choice of the right environment rather than the quality of the product. We have seen the exact same campaign fail in one environment and succeed in another.
Nowadays, it’s getting harder and harder to differentiate your business from competitors. While it’s important to consider the effective advantage, new product offerings, or competitiveness of your price, what has become a crucial point-of-difference is the experience you offer.
Joshua Bell is a famous violinist. In one of the images below he is playing his Stradivari from 1713, a violin worth 4 million dollars. The Boston Symphony Hall was sold out with the ‘cheap’ tickets being sold for about $100.
3 days after his successful performance, Joshua was asked by the Washington Post to participate in a social experiment. The idea was to put Joshua in a different environment and see the public’s reaction. Joshua Bell performed this time in a subway station in Washington DC dressed as a busker. He recreated the exact same performance at the Boston Symphony Hall with the same Stradivari violin, but this time the audience was the morning commuters in the station.
As you can imagine, the public didn’t keep quiet during his performance. Joshua made around $30 dollars and only 7 people stopped to listen.
This experiment criticises our society’s behaviour towards buskers and reflects on the ‘rushed lives’ that we all have. When analysed from a marketing perspective, it says a lot about how products are sold.
Potential audience can’t judge or appreciate a product without context or branding. Although the product was the same, the customer experience wasn’t: the public didn’t pay hundreds of dollars to see him, neither were they sitting in a packed auditorium nor dressed up. The musician wasn’t on a stage. They hadn’t seen any advertising so they weren’t prepared / excited… All these made it difficult for the public to appreciate the product.
It’s safe to say that the difference between the two performances is the entire experience. We can agree then, it’s not all about the product, but also the experience which could shape your product.
To sell a product you need have a planned strategy. This strategy should include which platform will be used to reach the target audience. In the end, both underlined concepts are just as important as the product.
Are you selling to the right people, at the right place and time, and through the right platform?