The 10 Cravings: Bring it to Life
Everyday activities are orchestrated to deliver a dramatic sense of theater
The Connected Generation Podcast: Bring it to Life, Episodes 25-27
Brand theater allows companies of all kinds to create emotional connections with their customers. It takes typical experiences a few steps forward by engaging the senses, the imagination and the spirit, and transforms routine experiences into riveting entertainment.
Example: Apple staffs their stores with “Geniuses” who offer free, friendly technical advice at the sit down “bars” and one hour workshops at their “theaters.”
Strategies:
• Go deeper into the core experience you are currently offering to make it more hands-on, visual, fun, luxurious, sensual, engaging, unusual and exclusive.
• Get a fresh taste of your own brand’s customer experience—shop your store, call customer service, order something online.
• Engage with three innovative brands from different industries and make note of all the small and large ways they deliver a sense of theater.
Actionable ideas:
1. Don’t just entertain your customers—engage them. How can you give customers a more hands-on experience? Consider how Kimpton Hotel’s celebrated chefs didn’t just serve up great meals, but offered the ability to shop an open air market and cook with them in their restaurant kitchens.
2. Learn from Disney’s imagineers who start each project only focused on what would delight their guests and then worry later about how to accomplish it. Forget about what is possible within your current budget, and instead outline a customer experience that would bring your brand to life.
This post was written by Lisa Johnson
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