Mediameme

The promise of digital integration across screens (tv, laptops and mobile handsets aka smartphones) has finally begun thanks to a kick in the pants from Steve Jobs.

Apple announced that there have been 100,000,000 downloads from the recently launched Apple app store in the last 60 days (which includes a staggering 60,000,000 in the first month). Those are some BIG numbers in a very short period of time.

Aside from the obvious exposure possibilities for brands who might have missed the Facebook app-losion, Apple offers monetization potential that should put a smile on any CFOs face. When you send in your 2009 marketing plan, include a link to the new KPCB iFund initiative: $100 million earmarked for the development of Apple’s iphone and itouch platforms. On their iFund blog, KPCB aka Kleiner Perkins Caufield & Byers (fabled VC firm responsible for funding the internet…well, at least some of the rockstars of web 1.0: Sun, Netscape, Amazon, among others) help contextualize the opportunity with this graphic.

Even though there are only 12 million iphones (vs 250 million ‘other’ active mobile devices that can accept downloaded applications), the owners of iphones are downloading apps at an average of 12 million per week versus 3 million for the ROM (rest of market).

Why it matters for marketers is that Apple is the only company with a technology platform that has always been peripatetic (ipod and powerbooks) and, through Apple TV, can extend these applications to everyone with a digital screen. And, just a casual market observation: those who own an iphone tend to be an uber-influencer in their personal network.

There is a tiny window of opportunity over the next few months for quick & savvy marketers to invest in their brand community with an Apple app.

Thinking about exceptional experiences, I am drawn to the companies who are the proverbial ‘poster children’ for delivering on their brand promise: Apple, Nordstrom, Whole Foods, Google and BMW.

Like many people, I am a blend of logic and emotion when it comes to the buying experience. I want value for money but also something that I can get excited about and look forward to experiencing, particularly if I’m paying a premium for that product or service or brand association. So how to define my experience with their brand that was truly exceptional? And were there other examples I was overlooking? I went “old school” to the SERVQUAL dimensions developed nearly 20 years ago by Valerie Zeithaml and associates:

1. Understanding. The company needs to do their homework and understand what consumers (will) want before designing a product or service. Who knew we needed another device to play our music on-the-go before Apple launched the i-pod?

2. Communication. Listening, clarifying consumer needs and setting reasonable expectations for delivery. And then exceeding the communicated objectives in a delightful way, demonstrating the company implicitly understands the first criteria: understanding of what the consumer wants.

3. Accessibility. Whether it is the web site that is easy to navigate, a store that is open during hours convenient to customers (rather than a balance sheet) or a brand representative who is approachable, knowledgeable and trustworthy, being accessible is an important part of any exceptional experience.

4. Security. Maslow had to enter into this somewhere. Providing freedom from danger, risk, fear or doubt. Consider it conversely: could an experience be exceptional without this dimension?  Whole Foods understands the significance of this particular dimension.  Through education, it is waging advocacy campaigns warning consumers about the dangers of genetically-modified food, demanding all milk products be labeled if they contain r(BGH) and promoting locally-grown products.

5. Credibility. Do I trust this brand? Was the experience honest? Believable? Authentic?  Google is a terrific example of this important dimension.

6. Respect. Anyone who knows me  IRL, knows this is perhaps THE most important dimension to me. Are the representatives friendly? Courteous? Considerate? Does their copy (user manual, web site, print advertising) help or hinder the user experience with their brand?

7. Competence. ‘Nuf said.

8. Responsiveness. Prompt service. Calls are returned. Problems are dealt with as a priority until they are fixed to the customer’s satisfaction.  Nordstrom wrote the book on this subject.

9. Reliability. Does the service or product perform the promised service dependably and accurately?  Gotta pick BMW as the classic example here.

10. Product or Environment. What is their store environment like? Is their product well-designed and user-friendly? Does it put a smile on your face to interact with the brand?  Apple.  Again.

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Does this model work for you to determine an exceptional experience? Why or why not? What is your example of an exceptional experience?