Recently I stumbled across a video from a wellness and nutrition expert by the name of Bree Argetsinger a.k.a. the “The Betty Rocker.” In fact, I can’t even recall how I ended up finding this particular video, but I’m pretty sure that someone in my network shared information about healthy cooking, which led me to this video, and eventually right into The Betty Rocker’s website.
Soon after visiting her website, I watched a couple more videos, learned about her passion for health and wellness, and eventually decided to sign up for her 30-day challenge. While I am not typically a person who signs up for exercise challenges, there was no obligation to do anything extra other than show up for 15 minutes a day, so I thought: why not?
It’s important to point out that this 30-day challenge is Bree’s clearly stated call to action across her website and social media pages (Facebook, Instagram, Pinterest, Twitter and YouTube), which encourages instant engagement with her brand. Throughout the process of the challenge, she offers authentic inspiration, encouragement, support, and positivity to keep participants coming back for more. By dedicating 15 minutes a day to Bree, she quickly earns your trust and proves herself as a powerful and capable fitness coach. There are no hard sells; the challenge is simply aimed at sharing information about health and wellness, and if interested, there are services and meal plans one can purchase on her website.
Whether you find her on Instagram first and are inspired by her fitness photos, come across her meal ideas on Pinterest, find a motivational post shared on Facebook, or an instructional cooking video in my case, she has plenty of content readily available to hook people of all ages and fitness levels onto her site. This is important: had I come across one of her fitness videos first, or even her Instagram or Facebook page, I probably wouldn’t have become engaged because I was interested in healthy cooking tips, not fitness plans.
So how did I get here, and why did I sign up for the challenge? The answer is simple: purposeful experience architecture supported by a strong value proposition, followed up with authentic brand engagement. From the perspective of marketing, The Betty Rocker is doing EVERYTHING right! Her commitment to and focus on the customer has resulted on an explosive following on social media coupled with an actively engaged online community of others who share her passion.
What I like best about this case study is that these lessons can be applied to any business, large or small. Through the lens of better understanding how the “sphere of experience” impacts the customer journey, we can all identify gaps in our own customers’ experiences and strive to be more proactive experience architects. As such, we can better strategize on content, and be more purposeful and deliberate in our approach. Continue reading to hear more about the philosophy behind why this strategy works!
The Intellectual Overview: When Business Meets Design
This personal experience of mine coincides perfectly with the book I’m currently reading by Brian Solis entitled “X: The Experience When Business Meets Design.” While I’m not quite half way through this brilliant book, I recently did finish an insightful chapter about the customer journey and particularly how experience happens for potential customers in the marketplace vs. how it could be better architected.
In this chapter, Solis refers to a fantastic infographic called “The Sphere of Experience.”
Rather than looking at customer experience as linear, the experience of the customer begins with a period of discovery (First Moment of Truth), enchantment (Second Moment of Truth), which leads to reflection (the experience someone has with the product or service), to expression (the gesture of sharing those experiences.). Genius! Together this circle of experience forms the “sphere of experience” in which customer interactions take place, and an “X” marks the bullseye or center of ideal experience for the customer.
Here are a few of the passages from Solis’ book that resonated with me in relation to moving customers from discovery to outcome, or from point “A” to “point X”:
- “Customer journeys are no longer linear. There is no baton passed seamlessly between customer actions, marketing and sales gateways, and customer representatives. There is no emotional consideration for the context in decision-making or the interconnection between screens, micro-moments, and the real world.” – Page 69
- “Flow is a critical experiential element. Micro-experiences connect the dots for customers even in the absence of branded flow. Basically, your customers are hacking the journey to work for them.” – Page 69
- “When shared experiences align with brand promise, experience architecture creates a circle of trust that sets the foundation for true engagement and community building.” – Page 70
- “When you design and facilitate desired experiences, nurture the experiences people have and share, and enhance touch-points to guide customers through their journey (messaging, sense making, technology, personalization), you have reimagined the flow. It’s innovation versus iteration and it is intentional by design.” – Page 79
Now it’s your turn! Have you had a recent experience with a brand that you came across in a non-traditional way that resonated with you and moved you to action? If so, would love to hear about it!