Businesses We Remember

It’s often the little things that leave the biggest impression.

During our last Elm Marketing team meeting we got talking about memorable experiences we’d each had with different businesses. Not necessarily the big, extravagant gestures, but those little moments that had made an impression. The things we remembered, appreciated and, in some cases, still talked about years later.

One example that came up was the premium experience of opening a new Apple product. Another was the little extras some businesses tuck into their packages, from handwritten notes to unexpected treats.

Two quite different approaches, but both got us thinking about the same thing. What is it that makes an ordinary customer experience memorable?

IT’S ALL IN THE EXPERIENCE

There’s something insanely satisfying about opening a new Apple product. The carefully designed packaging, the way everything fits perfectly into place and the anticipation of lifting the lid. Every detail feels considered, right down to the experience of opening the box.

It’s a great example of how the experience surrounding a product can become almost as memorable as the product itself.

Obviously, most businesses don’t have Apple’s budget. But creating a memorable experience isn’t necessarily about spending more money. It’s about putting a little extra thought into the moments that matter to your customers.

A LITTLE EXTRA GOES A LONG WAY

Think of the small surprises some businesses include when sending out orders.

A handwritten thank-you note. A little chocolate. A beautifully wrapped parcel. Something unexpected that makes you smile before you’ve even got to the product you ordered. They’re simple gestures, but they can change the way you feel about a company.

Suddenly, what could have been an ordinary transaction feels a little more personal. Someone has taken the time to think about your experience, rather than simply getting your order out the door, and that’s the sort of thing people remember. It’s also the sort of thing they tell their friends about.

YOUR BRAND IS MORE THAN YOUR LOGO

As a marketing agency, we spend plenty of time thinking about how businesses look, sound and present themselves to the world, but this was a good reminder that a brand is about much more than its visual identity.

It’s the experience someone has when they visit your website, walk into your store, open a package or pick up the phone. Even more telling is how you communicate, how you solve problems and how you make people feel throughout their experience with your business.

All these little interactions add up to create an impression, and whether you’ve deliberately designed that experience or not, your customers are forming opinions about your business every step of the way.

WHAT ARE YOUR CUSTOMERS GOING TO REMEMBER?

Does their experience live up to the promises you’ve made through your marketing?

We’re not saying you need fancy packaging or an elaborate customer experience to make a lasting impression, but are there moments where you could do something a little differently?

The most memorable things are often the ones that cost very little but show you’ve put some extra thought in. During our meeting, we weren’t talking about advertising campaigns or promotional offers, we were just sharing stories about real, tangible experiences.

You can tell people how great your business is, but there’s something much more powerful about a customer doing it for you!Bus