A colleague wrote to me yesterday stating that the biggest challenge she faces with bringing an experience-based strategy to life is the scalability and how she can make this viable. In my opinion, it comes down to two things – longevity and commitment.
Creating experiences with your brand or your business cannot be a one off thing, it needs to be a long term commitment or consumer’s simply won’t buy it. Developing relationships and connections between a brand and a consumer is like any relationship, it needs nurturing, constant substantiation and on-going proof that this is the real deal and not some act of show simply to get their hard earned cash and then move on to the next unsuspecting victim. Consumers need that constant drip feed of cards, compliments, gifts and little gestures to show you’re still in it for the long run if they are.
It is also true to say that you cannot expect a change in perspective or engagement with your brand from only one experience based act. It may heighten consumers interests and have them consider you amongst the other brands integrated within their lives, but without the follow up and the ability to show that it wasn’t a quick fling or a one night stand, our efforts to connect will be lost, as someone else will provide the short lived excitement you provided within days if not hours and your relationships gained are already the story of some speed dating meet up gone wrong.
Too many dating euphemism? Maybe. But the truth of the matter is that this is the crux of the future brands of tomorrow. Ignore them at your peril. Brands who do, are likely to become distant memories, irrelevant and unconnected. Experience based-strategies are not a tactical solution, nor are they a campaign based execution that will deliver the full impact and benefit to the brand if carried out in isolation or sporadically over time. Experience based strategy is a change in thinking and approach and a benefit that will only be reaped if you take the leap and commit to it 100%. Otherwise sure, perhaps there is a better way to spend your money in the short term, but tomorrow you might be too far behind to ensure your brand stays on the ‘guess the brand logo’ game.