Wooing and Winning Over Your Visitors

In order to win the hearts of your visitors, your brand has to play up your positives and differentiate you from the competition, and you have to spend time building meaningful relationships—much like dating. The attributes and benefits of your brand can vary in how tangible they are to your visitors, which can affect their buying decision and whether they choose you over the next place on their list.

So how do you woo and win over your visitors?
Try this love potion:

Whether the product or service you’re marketing is a new museum exhibit or a seasonal event for your cultural organization, it has intangible attributes that are abstract and can’t be experienced directly, such as quality, prestige and sentiment. For example, an invitation to attend art classes at your museum can speak of finding one’s creativity; its design can evoke a feeling of exploration and playful discovery. Whereas the art classes’ tangible attributes are concrete, those that can be seen, touched and experienced first hand. Perhaps the art classes are smaller in size for more personal instruction, offer students a wide range of artistic disciplines, and are discounted for museum members.

Each attribute plays a different role in your visitors’ evaluations (what they like) and decisions (what they choose). Specifically: visitors tend to place more weight on a product's intangible attributes when deciding what they like, but they place more weight on its tangible attributes when they’re choosing what to buy.

So, what are you to do? Well, it seems the right formula might come down to this: Woo your visitors, and then win them over. Set the mood and entice them with your organization’s intangible attributes; then, when it comes down to making your move (i.e., “the sale”), clearly state the tangible benefits, specifying how they will fulfill patrons’ needs and get them where they want to go.

Your visitors want to be wooed and won. Even though their preferences may not always predict their choices, you can get closer to winning them over by mixing both abstract and concrete attributes into your brand marketing.


Share Your “Wooing and Winning Over” Strategies With Us!
What intangible and tangible attributes do you use to woo and win over your visitors? Share your strategies with us by commenting to this blog or chatting with us over e-mail, Twitter, Facebook or LinkedIn.