What was your highlight of:
What are you looking forward to most:
Your answers to these questions are likely to involve doing something rather thanbuying something as popularised more than a decade ago by Psychologists Leaf Van Boven and Thomas Gilovich in their paper “To Do or to Have? That Is the Question.”
A recent paper “Waiting for Merlot” co-authored by Gilovich takes this a step further by researching the differences in anticipation during experiential and material purchases. The key finding was that the anticipation of an experience is more exciting and pleasant than that of a material purchase, regardless of price, and experiential anticipation actually adds to the total value of a purchased experience.
So, someone has committed to an experience from you or your business… what are you doing to capitalise on this positive anticipation?
This opportunity begins at the point of purchase, not the point of entry.
What does this mean?
Pre-consumptive timelines are going to vary, so it’s important is to look through data and find common paths, or lines taken, to initially target (this is your low hanging fruit.)
These lines to consumption are created through analysing your sales data to determine some common subsets within segments (follow up post.)
This was originally a LinkedIn post