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Changing the Marcom Mindset (part VII) – Marcom as an Experience

February 2, 2010

I’ve touched on these ideas in previous posts:

  • Brands are experiences
  • Winning brands are the best experiences
  • Extraordinary experiences are interactive and provide pleasure or meaning
  • Brand experiences can happen on many levels beyond product use

So what do experiences have to do with marketing communications?

Marketing communications (Advertising, PR, etc.) is rarely an experience, or sometimes even a bad experience. Marketing usually interrupts what people are doing. It’s loud, condescending, or irrelevant – a barrier between us and another experience – an experience we chose.

Most marcom isn’t pleasurable or meaningful either. It provides no benefit or value to our lives, and as a result it isn’t something we choose to engage with.

Most marcom isn’t interactive. Marketers still see consumers as a passive audience, calling them readers, viewers, or listeners, and continue to see their job as creating and broadcasting commercial messages TO them.

What can marcom people learn from products and services?

Marcom folk can learn alot from the products/services they’ve advertised and promoted for decades.

Marcom needs to be more like brands: An experience. Something people choose to engage in over other experiences. This is a mindset shift of monumental proportions, especially for those who’ve spent years creating 30 second spots and print ads.

Marcom an experience? Something people do? Something people will choose to do instead of avoid?

These ideas might sound a bit strange, but the old Marcom mindset of creating and pushing commercial messages to the masses isn’t going to cut it in the future.

Next time: Mindsets are Hard to Break

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