Thomas from Ariyh - 🎓 Give tours of your company
🎓 Give tours of your companyIn experiments, people were up to 85% more likely to recommend and 32% more likely to buy a company’s products after a tour. Tours must be educational and enjoyable.New to Ariyh? Join 11,893 evidence-based marketers for 3min practical insights 💡 from scientific research 🎓 to get better marketing results 📈 Today’s insight is brought to you by… Storyblok Introducing Storyblok V2, the future of digital storytelling! As the most powerful CMS for both developers and content creators, Storyblok is always innovating. V2 delivers a revolutionary new experience: an improved UI, an advanced visual editor, upgraded asset editing and management, and more. Learn more about V2 and what it means for Storyblok users. 📢 Special: Subscribe to The Marketer’s Ultimate Newsletter Bundle for a chance to win $1,000I’ve partnered with 3 of my favorite marketing newsletters for a special sweepstake! How does it work? Just subscribe here to all four of us, and you will get:
Go ahead and subscribe, the sweepstake ends on 31st August! 📝 IntroProbably one of the most compelling moments of the movie Charlie and the chocolate factory is when Willy Wonka gives a tour of the factory. And many companies give tours in real life. Some even do virtual tours. But what effect do they have? Do they change what people think of the brand? Do they increase sales? Let’s look at what this scientific study in the Journal of Consumer Behaviour found. P.S.: Enjoy this Macallan Whisky 360° tour on YouTube for some inspiration (especially if you like listening to a soothing Scottish accent) Previous insight: How to maximize your influencer campaigns (100+ more insights here) Company tours boost purchase intentions and word of mouthChannels: Company tours 📈 RecommendationGive customers or potential customers a tour of your company (e.g. your history, how you make products or deliver your services). The tour must be educational and fun. Give interesting information that people are unlikely to know and teach something new. Try to focus on people that aren’t yet familiar with you for maximum effect. Pro tip: You can also experiment with interactive videos or VR tours that work at scale, but do so carefully. They were not tested in this research. 🎓 Findings
The effect’s strength changes based on how familiar people already are with a brand 🧠 Why it works
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🏢 Companies using this
⚡ Steps to implement
🔍 Study typeField experiment (with 226 incoming students of a large European university) and market observation (survey of 131 people who took a brewery tour) 📖 Research“Pulling back the curtain”: Company tours as a customer education tool and effects on pro‐brand behaviors. Journal of Consumer Behaviour (July 2022). 🏫 Researchers
Remember: This is a new scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? ✉️ Haven’t signed up for The Marketer’s Ultimate Newsletter Bundle yet?Subscribe below to 3 of the best marketing newsletters out there that I’ve partnered up with. Along with Ariyh’s weekly insights, you will get news and insights from Stacked Marketer, Email marketing tips from Chase Dimond, and Growth tips from Marketing Max. Sign up before 31st August for the chance to win a $1,000 Amazon gift card |
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