How you, as a professionals, interact with consumers is ultimately a matter of personal style. You can be a rock-n-roller, a jazz man or a country picker. It really doesn’t matter. What matters is your ability to take consumers on a magic carpet ride– an engaging and rewarding experience that is unlike others. It is the experience that leaves an impression, the experience that is remembered.
Marketing Financial Services with Mocha Lattes: ING Direct Cafe
Financial services had become so commoditized that ING Direct decided to break the mold by providing a unique experience to consumers. It opened its Cafe in midtown Manhattan to provide consumers a comfortable lounge, financial papers to read there, big screen plasma TVs to watch the markets move, free internet access and, of course, coffee. The result: $200 million in new accounts and mortgages. The amazing part is consumers could not perform any financial transactions in this “branch”! ING opened another experience marketing branch in Philadelphia.
Want to stand out? Ask yourself how you can make the home buying experience a memorable one?
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