Promises tend to travel further and reach their destinations before experiences. For example, I've never directly interacted with Tesla, let alone bought one of their cars or driven one myself. However, I'm aware of the brand, its promise (green transportation), the category it operates in (cars), and at least one experiential attribute (e.g., high performance, intelligent luxury).
To ensure "easy access" to a promise, you need to:
Determine the communication context in mali telemarketing database which the target group is receptive to the promise: time of day, location, device, type of content, attitude, state of mind, occasion, etc.
Gather information about audience receptivity through consumer research: for example, linking content consumption patterns to consumer need states and completed transactions.
Combine context and promise into a creative form :
that is, a clear, memorable idea.
Balance ideas and creatives with cost-effective media mix choices : for example, messaging, formats, channels, number of touches, etc., at every step of the way.
Communicate the promise consistently across the chosen media mix over time : that is, ensuring creative integrity, sufficient reach, frequency, longevity and, ultimately, memorability.
People who remember your "simple promise" and associate it with your brand have "easy access" to it. But they also need easy access to the "meaningful experience" for it all to be meaningful (and profitable). For example, a digitally savvy company like Adidas can replicate, distribute, and implement end-to-end commerce right where the consumer's need arises. Adidas Originals fans can not only find inspiration on the Adidas Instagram feed* but also directly purchase a pair of Stan Smiths without even leaving the app. This bridges the gap in time and space between the promise and the experience (or, as Silicon Valley likes to say, "eliminates friction"), avoiding distractions and increasing the likelihood of a transaction.
Centralized logistics and inviting consumers to visit "stores" is a model of commerce from the last century. Today, commerce takes place on retail platforms (Amazon, Wildberries, Lamoda, etc.), marketplaces (Google, Shopify, eBay, etc.), and social media (Instagram*, TikTok, etc.). Tomorrow, it will be seamlessly integrated into entertainment channels (Twitch, Hulu, Nintendo, etc.), IoT, operating systems (HomeOS, iOS, Android), and, finally, bionic apps. It seems marketers have much to consider beyond COVID-19—that's how it has always been, and that's how it will always be...