Kitchen & Bath Business - November/December 2017 - 23

Better Business

experience marketing is dead and not the answer
we were all hoping for?
No, it's not dead - insert communal sigh of relief here - but maybe it bears revisiting a few tried and true (read: old) rules
first, which seems to be exactly what the smart folks at Pirch are doing as we
speak. Remember my headline? Go on, take another look, I'll wait.
Is it time for a new Experience Economy? A new recipe for success that
allows brands, showrooms, design professionals and really anyone in the
design food chain to disrupt their market, activate their potential clients,
grow engagement, make brand awareness stick and, hooray, increase not just
revenues but profits?
Here are a few steps to consider before your next campaign or event:
1. Who are you trying to reach, what will excite them, and do you respect

them? Are you talking to consumers or design pros and builders? You can
only figure out what type of experience will excite your demographic if you
know who you're talking to and if you have respect for their importance in
the marketplace.
"Consumers. Like it or not, consumers do know more than they did 20 years
ago. Some have a pretty good idea of what they want, and some may even
challenge you a bit - in a good way. So instead of the eye roll, it's time to
respect the fact that they know how to Google and Insta and Pin. Design
pros could, for instance, think about immersing a client in the process
through access to project management boards (view-only mode), allowing
them to be part of the team.
"Design Pros. These are, in most cases, well-trained professionals who know
what they want and who can be a strong partner in the success of a show-

1/4 AD

room or retail store. Think of their presence as
an opportunity to collaborate instead of an opportunity to sell. Design pros may wish to collaborate with you on getting a project photographed or published rather
than getting an extra five percent off, or they might consider moderating a
panel or hosting an event at your showroom or shop.
2. Now that you know what excites your audience,reach out to them.Reaching
out via social media is the first go to, but again, keep in mind who you're talking to.Targeted outreach is not only more effective, it keeps the cache of your
campaign intact.Don't shy away from small-group or even individual outreach,
or work with digital platforms that already activate design communities on a
regular basis and that can help you establish trust from the start. Think about
it: the experience you're planning is special, shouldn't your outreach be too?
3. Now you can create an experience to remember - whether it's an exciting trade program, a consumer design class or an antiques tour as part of a
designer/client experience. Make it stand out, and remember that the devil
and the magic are both in the details.
4. Provide good-old-fashioned customer service and product knowledge.
Finally, you found the right people, you made them excited about your
experience, and they're interested in your product or service. Now let's get
old school and literally overwhelm them with the absolute best customer
service and in-depth knowledge of your service or the products you sell.
Exceed their expectations through personal relationships, one customer
at a time, and build your network of trusting, satisfied customers who now
become your base on which to build a healthy, functional and profitable
experience-based strategy.



http://www.ssinorthamerica.com http://www.ssinorthamerica.com

Table of Contents for the Digital Edition of Kitchen & Bath Business - November/December 2017

Kitchen & Bath Business - November 2017
Contents
Editor’s Note
Show Director’s Note
Happenings
Tech Savvy
Trends
Hot Topic
Better Business
Skill Set
Dealer Dish
Countdown to KBIS 2018
Solutions
Before & After
Balanced Budget
What’s Hot
What’s Cool
Small Spaces
Kitchen & Bath Business - November/December 2017 - Kitchen & Bath Business - November 2017
Kitchen & Bath Business - November/December 2017 - Cover2
Kitchen & Bath Business - November/December 2017 - 1
Kitchen & Bath Business - November/December 2017 - Contents
Kitchen & Bath Business - November/December 2017 - 3
Kitchen & Bath Business - November/December 2017 - 4
Kitchen & Bath Business - November/December 2017 - 5
Kitchen & Bath Business - November/December 2017 - Editor’s Note
Kitchen & Bath Business - November/December 2017 - 7
Kitchen & Bath Business - November/December 2017 - Show Director’s Note
Kitchen & Bath Business - November/December 2017 - 9
Kitchen & Bath Business - November/December 2017 - Happenings
Kitchen & Bath Business - November/December 2017 - 11
Kitchen & Bath Business - November/December 2017 - 12
Kitchen & Bath Business - November/December 2017 - 13
Kitchen & Bath Business - November/December 2017 - Tech Savvy
Kitchen & Bath Business - November/December 2017 - 15
Kitchen & Bath Business - November/December 2017 - Trends
Kitchen & Bath Business - November/December 2017 - 17
Kitchen & Bath Business - November/December 2017 - 18
Kitchen & Bath Business - November/December 2017 - 19
Kitchen & Bath Business - November/December 2017 - Hot Topic
Kitchen & Bath Business - November/December 2017 - 21
Kitchen & Bath Business - November/December 2017 - Better Business
Kitchen & Bath Business - November/December 2017 - 23
Kitchen & Bath Business - November/December 2017 - Skill Set
Kitchen & Bath Business - November/December 2017 - 25
Kitchen & Bath Business - November/December 2017 - Dealer Dish
Kitchen & Bath Business - November/December 2017 - 27
Kitchen & Bath Business - November/December 2017 - 28
Kitchen & Bath Business - November/December 2017 - 29
Kitchen & Bath Business - November/December 2017 - 30
Kitchen & Bath Business - November/December 2017 - Countdown to KBIS 2018
Kitchen & Bath Business - November/December 2017 - 32
Kitchen & Bath Business - November/December 2017 - 33
Kitchen & Bath Business - November/December 2017 - 34
Kitchen & Bath Business - November/December 2017 - 35
Kitchen & Bath Business - November/December 2017 - 36
Kitchen & Bath Business - November/December 2017 - 37
Kitchen & Bath Business - November/December 2017 - 38
Kitchen & Bath Business - November/December 2017 - 39
Kitchen & Bath Business - November/December 2017 - Solutions
Kitchen & Bath Business - November/December 2017 - 41
Kitchen & Bath Business - November/December 2017 - 42
Kitchen & Bath Business - November/December 2017 - 43
Kitchen & Bath Business - November/December 2017 - Before & After
Kitchen & Bath Business - November/December 2017 - 45
Kitchen & Bath Business - November/December 2017 - 46
Kitchen & Bath Business - November/December 2017 - 47
Kitchen & Bath Business - November/December 2017 - Balanced Budget
Kitchen & Bath Business - November/December 2017 - 49
Kitchen & Bath Business - November/December 2017 - What’s Hot
Kitchen & Bath Business - November/December 2017 - 51
Kitchen & Bath Business - November/December 2017 - What’s Cool
Kitchen & Bath Business - November/December 2017 - 53
Kitchen & Bath Business - November/December 2017 - 54
Kitchen & Bath Business - November/December 2017 - 55
Kitchen & Bath Business - November/December 2017 - 56
Kitchen & Bath Business - November/December 2017 - 57
Kitchen & Bath Business - November/December 2017 - 58
Kitchen & Bath Business - November/December 2017 - 59
Kitchen & Bath Business - November/December 2017 - 60
Kitchen & Bath Business - November/December 2017 - 61
Kitchen & Bath Business - November/December 2017 - 62
Kitchen & Bath Business - November/December 2017 - 63
Kitchen & Bath Business - November/December 2017 - Small Spaces
Kitchen & Bath Business - November/December 2017 - Cover3
Kitchen & Bath Business - November/December 2017 - Cover4
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