This weekend gone…. I was over in Dublin.
Whilst there, I thought I’d visit the local sites. Well, mainly two… The Guinness factory and the home of Jameson.
What I did fast realise – predominantly at the Guinness Storehouse, is how important the whole experience is.
The Storehouse has several floors – with the top one being the Gravity Bar – views all over Dublin. Now, the other 5 odd floors, provide you with an experience.
They tell you the story of Guinness – how it started… what the ingredients are… what’s so important about it… statistics…. advertisements… all of it.
And why is that important… because it builds a lovely experience. Rather then just walking in and having a few drinks, and seeing some nice articles on the wall… this is an impressive experience. Leaves a lasting memory but most importantly.. you leave educated and feeling like an ambassador.
You don’t need to have a huge building, with lots of floors… with immersive material. You can take different approaches.
This I realised with Jameson….
Here… I opted for an experience which involved me sat with a small group of people (about 10)… around a bar… on which had a number of items.
Now… i’m not going to tell you what happened. Neither am I going to tell you what takes place…. because you should really experience it for yourself… what I will say is, a) I absolutely loved it! – b) I walked away with my own blended whisky… and c) Educated on the product…. which made me feel like an ambassador.
Two slightly different experiences. Both absolutely amazing. Leaving each one as an ambassador- which means, I will speak highly of them. Not just the experience but the product also.
This is why… whatever you do, have an experience – that’ll educate and inform  your ambassadors. Doesn’t have to be anything extravagant… there’s small gestures or individual things you could do, to build that experience.
How many brand ambassadors do you have?