Experience The New Luxury GoodIf Tough Mudder CEO Will Dean is right and experience is the new luxury good then all marketing is personal. The Internet is changing everything. Why should we be surprised that our marketing voice must change?
Marketing and sales was in a bubble. For years everything BUT marketing and sales changed. Factories produced more STUFF faster. Growing process power and efficiency created a need to move merchandise. Madison Avenue was born.
When the mere fact of production is celebrated, exciting and new marketing and sales creates a group voice. Extend production as glory and you get "be like them" marketing. After WW II and up until about the late sixties we wanted to "be like" a mythical them.
We don't love impersonal things and matrix-like cruel corporations. We love PEOPLE, PLACES and THINGS. When we love we advocate. And boy can we advocate now. This post will be read by several hundred people with ten or so sharing with their tribe and so several hundred more with ten or so sharing with their tribe and so on to infinity.
There was a problem.
There is no "them". The idealized cardboard people we were sold only existed in ads. Throw enough ad dollars at anything and, for some short time, the beneficiary of the ad spend is cool (current example is recent Fiat imports are those cars or really fast frogs? :).
The seeds our discontent started around 1968 or 1969. America and the world tried to eat itself as fast as possible in the late sixties as dreams died. As one dream died hard another was born in a valley in California. Where once avocados bloomed silicon and integrated circuits came to create new dreams.
There is a problem.
The problem with the mobile connected and social world is taming the shrew is increasingly impossible. Fitting our collective consciousness into predetermined boxes is impossible. As we "users" take over the means of production the cult of the amateur displaces "pros from Dover".
If you are quiet you can hear it. The sound of a thousand gatekeepers having to find real jobs. The idea someone will pre-digest my news, information, products or anything is absurd on its face. In an interesting post by Scoop.it CEO Guillaume Decugis (Should Social Nets Curate Their Content Or Should Their Users) the conclusion was THEY CAN'T.
No one can curate the fire hose of content coming at us. The strength of the hose is destroying old ways. Better to create tools such as Soop.it. Tools placing more power in the hands of consumers will rule our SoLoMo future. Consumers complain about being "overwhelmed by choice" and Schwartz's book Paradox of Choice would agree. Too much choice is bad.
I do and don't agree. If experience is the new luxury good then all marketing is personal. If all marketing is personal then those being marketed to are different too. Think about it. How many commercials will you sit through now?
Between DVR, streaming and using the MUTE button (something I do more and more now) PUSH advertising is dead man walking.
You can't push an idea into our collective consciousness and hope for anything other than moderate and short lived response. Not enough response to create a return on a push investment.
Marketers see the death of PUSH in their numbers and it scares them. When production was sufficient magic, when were so amazed at the mere presence of a product or brand, PUSH and more money worked.
When choice is infinite we buy from those we LOVE.
When experience is the product then experience is what will be shared. All marketing is personal. If you are selling anything prepare to share, curate and find things marketers only used in the aggregate (stories, emotions, love). In a world of ubiquitous mobile and social connection in real time brands who tell, curate and create the awesome experience and help tell the story of their brand, product or service via social media WIN.
Faith Popcorn couldn't have been more right when she so presciently said, "People don't BUY brands they JOIN them". I would modify the marketing master's statement to, "People don BUY brands they LOVE them".
Great related Infographic from a new startup getHaggle.com
Note: Heart graphic is from Social Media's Magic Loops on Atlantic BT Blog
Picture at the top of the post is Jeremy Sadler and me on top of Mt. Monarch, Colorado during Martin's Ride To Cure Cancer, summer 2010
Not Crazy, Just In A Hurry...You In?Here are helpful links so you know I'm not crazy, just in a hurry :).
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