Are You Engineering Serendipity?

Yesterday I was sitting in a meeting and the discussion was about lead generation. The real estate company had tried a lot of tactics and nothing was working.

The mall booth was expensive and attracted tourists, not buyers.

The FB ads were attracting window shoppers.

Their LinkedIn posts were seen by 27 people of which 2 were the interns posting it.

Their Google ads were attracting job seekers.

The CEO turned in his ergonomic swivel chair and said "So what do we do?'

'You need to engineer serendipity' I said.

Everyone in the meeting room blinked, so I explained.

In marketing terms, it’s about creating micro opportunities for your target customers and when the time is right to happily create an unexpected macro experience that delights users.

These are the experiences that retain customers and lead to improved brand perception, profits, and engagement.

As you know, positive customer experiences boost customer satisfaction rates by 20% and conversion rates by 15%, while also lowering sales and marketing costs by 20%.

'So how does that help our lead generation?' the CEO asked.

It all starts with plotting your positioning in the marketplace and identifying the exact sweet spot that gives you the max leverage.

Then build out a series of communication pieces that take advantage of your newfound positioning.

When this is done correctly, your audience will reach out to you and this is the micro opportunity that you need to take advantage of to create an unexpected macro experience that delights and wows them.

(Then I spent a good 30 minutes talking about how to implement all of this and if you would like to get an outline of that session book a meeting here)