“Nothing ever becomes real till it is experienced.” ―John Keats
Quick quiz: is the above quote from a Norton Anthology of English Literature or a recent “CMO” article examining the top five marketing trends for 2019? The answer: both! And while the article is definitely worth a click, those eight words from a 19th-century English Romantic poet pretty much sum it up.
Right now, we’re in the midst of an epic shift in focus – from managing customer relationships to creating customer experiences. From high-volume, low-engagement interactions to more meaningful connections with fewer, more focused targets. Or, as we like to say, taking consumers “from blind date to head-over-heels.”
So, what’s a brand to do in this new experience economy? It’s tempting to chase trends in hopes that a few seconds in the spotlight will translate to long-term gains. But we believe three simple rules lead to content and experiences that create Keats-ian realness for your brand.
- Keep it authentic. Today’s consumers have finely tuned B.S. meters, built through years of slogging through the Internet in search of the perfect cat meme. Which means they can see right through barefaced attempts to cash in on the latest craze. So, whether you’re building your experience online or IRL, ask yourself, “If my brand were a person, is this something she’d actually do?”
- Make it relevant. We can’t force consumers to care about what we think is important, but we can create relevance by showing consumers how our brand improves something they already love. Like an influencer program to show DIYers how the right light bulb might just be the perfect final touch to their interior design project.
- Find what’s unique. Whether it’s a super-creepy-but-somehow-charming mascot or footage from a 1982 art film, build your content and your experience around something only your brand can own.
Have a weekend that would make dead poets proud, everybody.
-Your (insert keen use of hyperbole here) friends at Brokaw