文化有根 創意是伴 Bridging Creativity
尋回最早最單純的遊學情趣， “寓教於樂”的個人意義， 就是玩出一片天，
Host Studio's Photos
Location: 倫敦設計博物館 London Design Museum
Join Iconada.tv 愛墾 網
COVID killed marketing. Long live the experience economy
COVID-19 has all but killed traditional marketing, but the “experience economy” is taking its place to reengineer our relationships with customers and engage more deeply than ever before.
The experience economy is based on a simple principle: Brands should stop marketing at their customers and, instead, engage with them through shared experiences. Although the pandemic has accelerated the experience economy’s adoption, it’s been a long time coming: Seventy-two percent of Millennials prefer spending their money on experiences over material things, according to Eventbrite. We can expect this number to grow larger among Gen Z.
Not long ago, I visited a Belgian gallery and watched a child attempt to swipe a painting like they would a screen. Future generations will be primed for everything to be interactive. Imagine the experience museumgoers would have if—through AR—Vincent van Gogh could leap out of a painting and walk through his process.
I learned how to craft meaningful customer experiences during my 30-year career at Disney. Arguably the greatest lesson about the experience economy comes from Walt Disney himself. When “Fantasia” was released in theaters in 1940, Disney pushed for immersive experiences through “Fantasound” and “Smell-o-Vision.” Theater owners, however, weren’t interested in paying for and installing new technologies to accommodate the enveloping sounds and scents. In response, Disney took his movies where customers could experience the brand in its entirety, and Disneyland launched in 1955.
Sixty-five years after Disneyland opened its doors—and one year after I declared marketing would be dead within a decade—COVID-19 changed everything. For all the heartbreak and loss, it also highlighted what’s truly important.
Think about what we worked so hard to virtually recreate during lockdowns: Family dinners. Concerts. Cooking classes. We didn’t spend our time in isolation dreaming about a trip to the mall. We spent it dreaming about shared experiences.
When I was tasked with driving more traffic to Disneyland Paris for its 25th anniversary, survey data said people come to parks for the rides. But when we sat down with real customers and asked why they visited, we learned that the real reason was to create family memories.
Instead of spending millions on new rides, we ran a simple communications campaign focused on creating memories—one that drove more park traffic than we’d seen in the previous five years. Asking “why?” helped uncover the true experience our customers desired. (to be Con't)
As we emerge from the pandemic, the brands best positioned for success will be ready to provide engaging experiences (even remotely) that get at the heart of consumers’ desires.
I recently conducted a training for the Philadelphia Eagles. During our event, I learned that 90% of fans never attend a game in person due to reasons such as cost. I encouraged the group to consider this: “How might we engage the 90% of fans who will never visit our stadium, and what revenue opportunities could that deliver?”
The pandemic has done wonders for hybrid event technology. Just look at the interactive fan displays used by the NBA during its bubble. Or even pre-pandemic, when Manchester United used Google Hangouts to give fans a front-row seat. By asking how they might solve a particular pain point, brands will tap into new experiential ideas that go beyond the typical marketing messages that people are familiar with.
In a post-pandemic world, brands will be immersing customers in experiences—and it will no longer be enough to market at people.
Duncan Wardle, former Head of Innovation & Creativity @ Disney. Founded iD8 & innov8 to help organizations embed a culture of innovation. (11-05-21 https://www.fastcompany.com)
雷蒙．格諾《風格練習 Exercices de style》33. 舊體詩 Alexandrins 僕僕斯車追日影， 青年長頸帽冠奇。 不疑旅客摩肩立， 卻道鄰人刻意欺。 鬼哭神號聲有怨， 狼奔鼠竄步無姿。 同窗衣扣黃昏驛， 再歎人情世道離。
Welcome toIconada.tv 愛墾 網
Sign Upor Sign In
Or sign in with:
愛墾網 是文化創意人的窩;自2009年7月以來，一直在挺文化創意人和他們的創作、珍藏。As home to the cultural creative community, iconada.tv supports creators since July, 2009.
Added by O noc Sob
Added by engelbert@angku张文杰
Posted by Host Studio on May 14, 2017 at 4:30pm
Posted by 用心涼Coooool on July 7, 2012 at 6:30pm
Posted by 就是冷門 on August 24, 2013 at 10:00pm
Posted by 馬來西亞微電影實驗室 Micro Movie Lab on February 18, 2021 at 5:30pm
Posted by Covid-19 Narrative on April 6, 2020 at 11:30pm
Posted by 葉子正绿 on April 2, 2020 at 5:00pm
Posted by Rajang 左岸 on August 26, 2013 at 8:30am
Posted by 來自沙巴的沙邦 on November 4, 2015 at 7:30pm
Posted by Dokusō-tekina aidea on January 5, 2016 at 9:00pm
Posted by moooi on August 20, 2013 at 6:00pm
© 2022 Created by 馬來西亞微電影實驗室 Micro Movie Lab.
Report an Issue |
Terms of Service
Please check your browser settings or contact your system administrator.