One of the milestones for me in seeking new ways to differentiate our production company, was attending a business learning conference in 2004, simply called thinkAbout. thinkAbout is an annual two-day learning experience, offered by Joe Pine and Jim Gilmore (Strategic Horizons), the two individuals who first identified, what is now referred to as The Experience Economy. The thinkAbout conference explores the important role experiences are playing, in helping business to get different and ultimately create new economic value. While I would strongly recommend you, or someone from your company, attend this years event, I thought we could share a little private thinkAbout through this letter. Are you game ?
Do You Dare to Think Differently ?
My goal in these letters continues to be sharing some of my discoveries of the past seven years, blended with thinking on the important topic of customer experiences, to provoke some new thinking about your business communications. I appreciate you taking a few minutes out of your busy day to spend some time with me. I hope you'll find the content meaningful. So let's begin our own little thinkAbout.
Goods & Services No Longer Enough
Like many other professionals in the 'customer experience field' and a growing number of senior business leaders , I believe that one of the keys to developing a successful long-term business strategy can be found in the concept of a customer experience. The word 'experience' more than ever is at the very center of most marketing discussions. On-line video and social media, two disciplines of marketing, are exploding from a growth standpoint. Why? Because what customers (people) WANT, and yes, VALUE more, are experiences that engage them in a personal way. Goods and services are no longer enough to sustain long-term economic growth. Meaningless marketing soundbites are no longer enough in a connected world, where your customers are sharing their business experiences with each other.
In A Nutshell
Experiences Create New Value
Connecting to Customers
Applying experience - based thinking to business and most
Connecting Lights, Camera, Action to Experiences
- A video should be viewed as an interaction that inspires action not just reports information. Most importantly, it is a communication tool that should establish the context of an experience offered by a business - another words be who you say you are. Be Real, Be Authentic.
- Your communications, video included, should tell a compelling story of your company. Let's face the fact that we all love a great story !
- A video should be considered a standalone experience from a design or production strategy standpoint. It should incorporate concepts and principles of well designed (compelling) experiences.
In conclusion, thanks again for sharing your time with me. As always, if you're interested in having some conversation on marketing, customer experiences or video just drop me a line or give me a shout. Let me leave you with a final thinkAbout Thought from Joe Pine & Jim Gilmore- "The Experience is The Marketing."
Best to ya and best wishes in staging experiences that Rock Your Customers !