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The only one of its kind in Asia,
Equal Strategy has the latest methods for literally making one’s
stay or visit complete. They specialise in effectively integrating
different sensory elements by delivering music, fragrance and
recorded telephone messages on hold to businesses in a
scientific way that enhances the overall customer experience of
the brand. CW Asia managed to speak to CEO Simon A Faure-Field
(left), the man behind this creative genius as he explains to us
the uniqueness of his company's service.
Equal Strategy got their foothold in
Asia when he moved to Singapore in 1995; he was immediately
overwhelmed and taken in by how dynamic and progressive it was.
However, he was puzzled by how companies wasted their money on
televisions’ advertisements that confused consumers. He says,
“When you look at these advertisements, you create levels of
perceptions. But when you call this company, they put you on hold
and what you’re really experiencing is the inconsistency.” Faure-Field
says that Equal Strategy then went through an expansion in helping
businesses emphasise their brands more by creating a focused brand
alignment on the phone with music that reflects their identity.
Several clients have since been asking him to re-create that same
effect on a larger scale. He explains, “We have the technology
that allows us to schedule different types of music from different
playlists at different times of the days of the week.” At the same
time, Faure-Field cleverly creates perfumes, tailored to the
characteristics of the brand, which are timely released as well.
He says, "Sense of smell is the only sense that is directly
connected to the brain sense for memory and emotions, so 80
percent of our decisions are based on our sense of smell."
What his company is trying to achieve
for their customers is for all the different elements of the
environment to work together in tandem, which
will make patrons feel good the moment they step inside. He says,
“It’s about making use of the environment. It’s about everything
working together in an integrated manner and how it looks, feels
and smells.” For more
information go to www.equalstrategy.com |
