Influencing buyer perception to make your brand an experience
A Talk by Celeste Barclay (Celeste Barclay)
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About this Talk
Why do people spend $15 on a movie theater ticket to see a movie once? Why do people spend $6 on a Frappuccino to drink it once? Why do people complain about spending more than $5.99 on a book they can read over and over? One not so simple answer in two parts: Perception and experiential consumption.
Movie going has always been an experience, but when did drinking a cup of coffee become one? When Starbucks set out to revolutionize how people buy their coffee. It wasn’t just about the product, it was about the personalized experience. Product customization and that Cheer’s “Everyone knows your name” feeling seem elementary in theory, but the application can prove more challenging. During this workshop, we’ll explore how readers develop their perception of an author brand and how to turn that into both brand loyalty and brand affinity using omnichannel marketing. You’ll walk away with actionable and implementable steps to leverage consumer behavior and increase your marketing strategy ROI.
Hosts
Indie Author Training
Karen Guyler lives vicariously through her smart women protagonists who she throws into impossible scrapes to save the world, their families, and themselves. She's taught a lot of people to do the same through adult education classes. She's the Community Manager for Indie Author Training.