Yes, you heard it. Promotion is the old thing. Education is now trending. Educate your customer through your brand and its values.
Promotion was an old story to get the customer. Now the customer is not just a buyer, but he is a part of your company’s offering. The customer is not just a buyer; they are one of your team, part of your product’s life journey.
The customer is the reviewer and approver. So Don’t give the sales pitch. Yes, Customer education is the magic mantra to get him on board.
It is not just a concept but a reality; I have done this in my previous assessment. While working with Xiaomi, I initiated Redmi Bazaar. A customer acquisition activity by empowering the distribution team to set up a ready-to-make Bazaar ecosystem and accelerate the engagement rate.
- Phone Var Charcha
- Company – Xiaomi
- Year – 2021
This community engagement activity started from Chandrapur Mi Store. We invited prominent people and dignitaries from the neighborhood. Doctors Thana Encharge Sarpanch Nagar sevak Social worker And ran a presentation on how Xiaomi contributes to India’s growth. We showcased the images and details Of women working in factories. Our initiative towards digital and start-up India. Contribution to PM care and COVID fund. We demonstrated that All our phones are made in India, and revenues are distributed among Indians. Our innovative and customized phones are for Indian users. Availability of Indian language, support, and, most important, Indian leadership. This was not a promotion but a get-together activity on High tea and snacks.
Then we facilitated the dignitaries with flowers and Dushala. This is one of the many ways of customer education.
- New Innovation Corner
- Company – Nitco Tiles
- Year – 2008
Nitco was trying to position itself as a luxury brand; at least it was perceived, and we had set them like that. And every month, one new tile is used to add to the product categories, so whenever an architect or interior designer visits any showroom, they keep asking the sales executive – Nitco me Naya kya hai? What’s new in Nitco. So if the executive is well versed, he used to explain; otherwise, the customer was left unanswered, and we missed an opportunity to engage.
We got this opportunity to showcase and educate the customer. We asked for some space from dealers and decorated our newly launched tiles with their origin, specs, and the entire story of that particular tiles. We named it New Innovation Corner. Now the sales executive didn’t need to be reminded of everything. He was the happiest person because he had an edge compared to competitors and had many talking points with customers.
I am curious whether Nitco is still doing it, but those were the initial days of customer education.
So how do I upgrade this from promotion to education? So how do I upgrade this from promotion to education? It’s very simple, just to get into the customer’s shoes and understand what he needs to learn.
You must have had a similar experience in your career; please tell me your story of customer education. Sharing is the best way to incorporate an idea into the application, so pen down your story in the comment section.