Participating in a promo is a role I seldom land in. It’s often me who is contracting or even organizing events, so it was a refreshing surprise to get invited into a launch as a private person.
The service, DriveNow is a German car sharing concept operated in Finland by our largest bank OP Group. The idea of the launch was that we all, around 100 people would drive the brand new cars in a long line into the city of Helsinki. Instead of license plates or other codes we got offered to nominate the cars by our first names, which will then remain in the app. In the screenshot (above) it says: Hey, I’m Meri. From marketing point of view great means of personalisation, commitment and engagement. Based on this I expected to get a full introduction into the concept and was ready to support the brand by spreading the word also in the social media. As you maybe can guess why I’m writing this, it still turned out a little different.
From marketing point of view great means of personalisation, commitment and engagement.
Since my first summer job at Carrols fast food counter I have learned the key to successful sales is sharing the pride of what I do with my customers. Be it the speed of the service, the tailored solution or the ethics behind it all, it is essential to take pride in it. Take a step back into marketing: adding an analog encounter into a digital service is a rare opportunity where your feelings get involved. And it’s through feelings you make your way into your customers’ lives. You will have them loving to buy from you and enter your customer journey you carefully paved for their different needs.
It’s through feelings you make your way into your customers’ lives.
During my journey yesterday from a digital lead into a car share user there were several human interaction points. I entered each one convinced to dive into the customer journey of DriveNow.
Touchpoint 1: Confirmation by phone – instead of encouraging me to share pre-feelings IRL or in SoMe I was told the time & address of the shuttle drive.
Touchpoint 2: Shuttle drive – having app. 100 of early adapters in a 30 min bus drive we were offered an A5 flyer & water. A ‘Good morning’ or ‘By arrival, you will find…’ would have been in everybody’s interest. Honestly, I was expecting an enthusiastic host filling our ears with the greatest brand story, SoMe kit with hashtags, key message and other common content.
Touchpoint 3: Common breakfast. Again ‘Good morning’ or ‘This is how we..’ would have been nice. Again, when lining up for coffee in silence (you know us Finns ;- ) we all would have been all ears for why we were there or how would we start nominating & using our cars. Luckily I run into some acquaintances to share our feelings over coffee.
Touchpoint 4: Having found my shiny BMW I was just happy having driven one of my dad’s before, since there were no instructions on the vehicle nor the app. So instead of going on about a brand new car on my name, I just tried to calm myself down by thinking that ‘it’s just another car like my father’s’, ‘sure the app will tell me what to do next’ etc. The car mechanic from the car shop only said the lights function automatically when handing over the car to me. With these words I drove away not excatly knowing whose car, why and for how long.
If you are not the charmer, make sure there will be one eagerly delivering the pride and confidentiality.
Well, both the app and the car turned out working fine. Exciting day, nice driving and a happy customer. The lesson of the story: Love your product. Take pride of what you do and share it with everybody. With videos or more importantly, live encounters – make sure to win your customer’s heart. If you are not the charmer, make sure there will be one eagerly delivering the pride and confidentiality to pave the way into the customer experience journey.
The next step is to get to know your customers, live with them and share their dreams. More on that in my next blog.