By Arek Estall
One of my favourite parts of being a new father is the new perspective you get on the world around you. When my son tries something new, he’s experiencing it for the first time ever.
Whether it’s the first eyes-wide-open-taste of fromage frais, his delight at clenching a bunch of flowers in his little fist, or the first time he shocked himself by rolling over, he’s delighted by every new experience. The joy of being a parent is that you see those same things for the first time again, through your child’s eyes.
It made me think about how first-time experiences impact us so much. Our first car, first day at school and first job are the experiences we remember our whole life. The first time we try a restaurant is rarely surpassed, and I don’t know many people who prefer a film the second time they see it. Something about the first time we experience something seems to open a new pathway in our brains and excite us.
In a marketing context, it’s interesting to think back to the most memorable campaigns or products, and consider whether these had any “first-time” element to them.
We all asked ourselves “why is that gorilla banging those drums?” We all marvelled at how slick the Apple laptop looked compared to all the clunky grey pieces of plastic on the market. And I still find it hard to get over just how many product reviews you can read on Amazon.
So I’m calling for us to keep this in mind when we develop our products, promotions and strategies.
It doesn’t mean you have to hire an obscure pelican mascot to be in your ad campaigns. Maybe package your product in a way customers have never seen. How about being the first company to over-deliver in your industry? Or it could be as simple as delivering a personalised email in a fresh and exciting way?
Do you have a favourite campaign or product?
Is it possible to always create new experiences for customers?
We’d love to know what you think!
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