From Avatar to the iPad 2 – We’re in an Experience Driven Economy
Posted by Michael Dossett
You know the feeling. Being so profoundly overtaken by awe, laughter, incredulity or amazement. Experiences like these tap into the deepest and purest of human emotions, and serve as powerful motivators. We are in a new economic era; an era in which savvy businesses craft their product and service strategies with the specific and overarching goal of creating compelling consumer experiences.
Hollywood was among the first industries to recognize that even the best stories need great packaging to become the mega-hits that bring swarms of people to theaters in costumes and tents, waiting for hours to experience the story. Avatar was not a multi-billion dollar smash hit because the story was particularly exceptional or because audiences were deeply committed to the film’s message of environmentalism. The film attracted an enormous and diverse audience of moviegoers craving to immerse themselves in the engrossing experience James Cameron expertly crafted. The impressive 3D effects, captivating majesty of Pandora and exceptionally-directed audio throughout the film catapulted audiences into a foreign world, allowing them to experience the story in a way that simply was not possible even twenty years ago. James Cameron isn’t just selling movie tickets. He is selling an experience. Entertainment locations like Universal’s Harry Potter theme park and Disneyworld don’t sell roller coaster tickets and concessions. They sell an experience. Starbucks isn’t selling coffee and pastries. It is selling an experience.
The entertainment industry was a pioneer, but new players are encouraged by the success they’ve seen and are increasing their efforts to weave the overall consumer or experience into every decision they make.
The resurgence of Apple as a beloved consumer and cultural icon can be directly linked to its insistence on providing unique and powerfully positive experiences to its customers. One only needs to step inside an Apple retail store to understand how well this strategy has caught on. Flocks of current and would-be customers seem suspended in a perpetual state of bliss and fascination as they explore and tinker with the latest iPhones, iPads and MacBooks. Even months after a product is released, Apple stores are bustling with activity and energy. Why? Because Apple created a hands-on experience and instills a sense of ownership in its customers.
But what makes Apple such a unique and powerful example of experience-driven strategy is its array of products designed to wow the users’ senses. The touch, audio and visual interactions that characterize the company’s most successful products have taken a company that was once a quarter or two away from a low-ball acquisition and made it a beloved symbol of quality, innovation and excellence. (Author’s note: I give high praise to Apple, but I’m no ‘fanboy’ – I have happily used a PC for 15 years and will critique Apple if/when necessary.)
Facebook, Twitter, Foursquare and others are carefully crafting new and addictive user experiences that have led to astounding engagement and interaction metrics. The genuinely positive experience of interacting with your social connections and having the ability to share your own story is an experience we – as humans – crave.
From luxury car dealerships and IMAX theaters to retail stores and theme parks, business are trending toward products and services driven by a foundation of selling experiences. These experiences are powerful, and as technology advances even further, the experiences will become deeper, more interactive and more compelling. An incredible, truly wowing experience with a product or service is rare, but if businesses can deliver one, they are poised for transformative success.
NOTE: Visit www.letschatbusiness.net on your iPad for a unique, Flipboard-esque experience driven by Onswipe and WordPress.
Posted on March 15, 2011, in Uncategorized and tagged Advertising, Content, Display Advertising, Economics, Facebook, Google, Internet, Management, Marketing, Promotion, Social Media, Social Networking, Strategy, Technology, Twitter, User Experience, Web 2.0. Bookmark the permalink. 3 Comments.