As i'm looking to break into the advertising and marketing world and build a career in it, I ferociously read anything I can get my hands on which is advertising related: mediaweek, brandrepublic, adliterate, mediaguardian, adweek, campaign, etc.
One thing that I believe from reading so much is that: what makes a brand sell and be successful is if they create an excellent customer experience. Advertising is important, it's vital. But, so is customer retention. Brands grow when they have loyal customers.
I thought it was great when Anomaly (New York), who had an account with Virgin Atlantic in 2004, made sure they improved the customer experience; they designed the interiors of the plane and even the layout of the ticket. They did this before they even did any advertising. I think they made the point that adverts are important but customers need to be happy with the product.
I remember when I was living in New York City this summer, I had to return some jeans to the popular outlet Urban Outfitters. As soon as I approached the counter and the assistant saw I was returning something he said, "I'm sorry you had to come back and return it," which he followed with, "you can pick something else if you like; if you need any help just call me." When in the UK does an assistant ever apologise because you had to return something? When do they greet with you with a beaming smile or offer their help if you need it?
He created a first class experience, he made me want to come back to his brand again and again. And I did. This is priceless advertising.
Thus, as my Urban Outfitters experience and Anomaly's methods have demonstrated, advertising is important but creating a great customer experience is vital for a brand as well.
