At the heart of capturing opportunities in today’s consumer economy is the concept that everyone wants to feel like they are getting something unique.
This trend of personalisation is at the heart of a lot of sales and marketing processes, many driven by algorithms, but all aimed at giving folks something that no one else has.
It isn’t so much FOMO that has led us here, but the idea that technology has made it easier for people to self-identify in unique ways.
Think about it like this. When TV programming was limited and most viewers had three shows to pick from, it made a lot of sense for people to watch the same things or want similar things because the cost of not being or doing the same things as your neighbors was too high.
As we’ve reached the golden age of TV and it is easier to self-select programming and habits that narrower points of view, the idea that there is some huge mass of people watching one thing or participating in becomes a lot less realistic for a few reasons like we know the numbers of people watching, searching, or viewing something more accurately and because we can signal our unique perspectives more readily, people are showing how unique they are with more regularity.
That was a long-winded way of saying personalisation is a trend that we can use to sell more experiences. Here are a few ways to take advantage of that trend.
Due to the nature of modern ticketing and Point of Sale systems, customization of a customer’s purchase is simpler than ever.
Most of the things that we can offer our guests can be added right at the point of purchase through a simple API integration.
The more challenging thing to figure out is how much or how little to offer our potential guests because as much as guests say they love choice, we also have consumer data that shows that offering too much choice often leads to consumers choosing not to purchase anything.
You may decide to offer a few simple customizations like the ability to buy parking in advance, pre-purchase an intermission drink, or offer refund protection.
But each organization is going to have to look at their experience and figure out what makes the most sense for their guests and their experiences.
On top of customization, you might allow people to upgrade their experiences.
This can happen in many forms like things people can purchase or things that are gifted to customers that do certain things.
You might allow your customers to buy a meet and greet with an artist or you might upgrade your guests from coach to first class depending on something unique or something that they do.
There are countless ways to take advantage of this, but the most important is that you want to give the air of allowing your guest to feel like this isn’t something that happens to many people, only a few.
I remember seeing The Black Keys at a Super Bowl Party at the Hammerstein Ballroom in New York City the year the Super Bowl was in New Jersey.
The venue holds maybe 1,000 folks. This was a special party for CitiBank cardholders and it was cool because at the time the band was one of the biggest bands in the world, playing arenas.
It may not be feasible for you to get one of the biggest bands in the world to play a small intimate show, but a really great way to signal personalisation to your customers is by creating smaller events that limit the number of people and enhance the way that people engage with the event.
This might be a performance that is members’ only. You may do a special performance in a special location like Taylor Swift recently played in Central Park to just a few thousand fans.
You might curate a special tasting or session for a select group of folks.
All of these options and more are in play and can be created in a way that makes individual guest feel special and like an event has been created just for them.
That’s a winner in today’s experience market and one we all need to take action on or, at least, offer in some small way because our guests are looking for it.