In the 'Buzz: Earning It and Making It' breakout session, Dave Polinchock (Brand Experience Lab and Fast Company/Ad Age media darling) said a few comments that got me thinking.
“We [consumers] don’t like to be captive.” -- Dave Polinchock
Yeah … with splintered audiences as a result of media proliferation, no such thing as a captive audience exists anymore. But as marketers, we still seek to communicate messages to captive audiences. Instead of trying to hold audiences captive, we should strive to be captivating to audiences. Captivated – YES!!! Captive – NO! Dig?
"Tourists come home with souvenirs. Explorers come home with stories." -- Dave Polinchock
That’s something we would have said at Starbucks back in the day. In the late 90s we approached amplifying the Starbucks brand to appeal to consumers we termed as being Everyday Explorers. These are people who seek to be interesting and interested as well as crave experiences big or small. Commoditized goods/services fall into the tourist trap marketing mindset. Remarkable goods and services appeal the everyday explorer.
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