This link is to a study that essentially says that self-professed wine enthusiasts were unable to determine the difference between expensive and cheap wine.

What does it mean?

For our purposes, it means that the experience a customer has often has little to do with the “actual” quality of the product. Yes, wine may been more complex than most products sold, but what this suggests (as does another recent study I am fervently searching for, where participants were given red wine and white wine died red and so called “enthusiasts” did not realize the white wine was actually white wine, not red) is that the customers experience is malleable and open to guidance.

While you may pride yourself on the quality of your product, your customers may not be able to truly deduce this (or care). If you are able to frame your product within a narrative consumers can understand, that can elevate a mundane transaction into a special one, you can do a lot more for your business.

Presentation is half the battle in looking to secure the business of urbanites. Your shaping of their experience should not end with the monetary transaction. You need your experience to remain with them and make it longed for.

People aren’t just buying a product. They’re buying an experience. They’re buying a point of conversation. They’re buying a leg-up in their social circle. They’re buying a memory. 

You’re more than what you sell. You’re a moment in someone’s life they won’t ever get back. You can make it special. If you do you can rest assured that that memory will become memories. And your business an important part in the lives of your customers. You can be that business.

You will be because of your product. Because what makes you unique. But a thorough marketing strategy and proper brand positioning can go a long way in differentiating you from the rest. 

You can be a memory maker. MarketingDC can help.