How Long Can a Brand’s First Impression Last?

Six years ago I was invited on a golf trip for the first time with a group of other highly enthusiastic golfers like myself. The trip destination changes every year and in my inaugural year, it so happened that we ventured up to the Syracuse, NY area to Turning Stone Resort and Casino.

 GOLF

At the time I hadn’t heard much about Turning Stone; all I knew was that the resort boasted three golf courses and that our party would be staying at “The Lodge,” a building on the Turning Stone property located in close proximity to two of the three golf courses.

It didn’t take more than a few minutes after our arrival for me to realize that I was in for a special experience. The rooms were beautiful and clean. There was a driving range so close to the back door of The Lodge that I could practically hit balls to it from my balcony. The golf courses were in immaculate shape and the pace of play was perfect. And perhaps best of all, every night upon returning to our rooms we were greeted with a different homemade cookie on our pillows, including an Oreo inside a chocolate shell that remains, to this day, the best single food item I have ever tasted.

Since that trip six years ago I have been anxiously waiting for our group to return to Turning Stone—and later this month, we will do just that. Needless to say, I cannot wait to get back to the Syracuse area and relive the experience, which says a lot about how strong of an impression a brand can make on a consumer. My previous trip to Turning Stone occurred before I started working at Content Boost, even before I met my wife! But my memory of the excellent service and incredible experience at the resort remains perfectly clear to this day.

In addition to returning to the resort myself, I have been recommending Turning Stone as a golf destination to anybody who would listen since my last trip. I have become a brand advocate, the kind marketers covet so dearly. I know golfers who have visited the resort based on my recommendation and others who plan to in the future. The value Turning Stone generated by providing a superb customer experience over a five-day period six years ago continues to build on itself—that is a powerful statement.

Of course, offering great golf and delicious cookies are not the only ways to create customer engagement and loyalty. Anytime a business can offer value beyond what its competitors provide that organization advances consumers in the customer lifecycle. Custom content—from blogs to case studies to white papers—that educates consumers can be extremely effective in building brand loyalty and engagement. Marketing that takes chances, seeks to help consumers resolve real-world pain points or provides a unique perspective establishes the kind of relationships that every marketer seeks.

The kind Turning Stone established with me.

eric-e1412094737376Known around the office as the unofficial (or official if you ask him) “Content Boost Mayor,” Eric Lebowitz is one of Content Boost’s Digital Content Editors. Before joining the team, Eric worked in development at the Child Guidance Center of Southern Connecticut in Stamford, Connecticut, and “Golf Digest Magazine.” With experience in account management and content creation, Eric has helped dozens of clients bolster their Web traffic and customer acquisition.  When he’s not cracking jokes in the cubes, you can find him on the golf course working on his handicap. He’s also a recent newlywed. Eric earned his Bachelor of Arts and Sciences in Journalism from Purchase College in Purchase, New York.

One response

  1. […] Purpose: As your brands mature, your messaging often needs to change. Specifically, messaging that worked in your inception might not work five years into your business. If your messaging doesn’t clearly articulate your […]

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