Is Your Marketing an Experience?
Mack Collier is a social media consultant, trainer and speaker. He has been actively immersed in social media since 2005, and in that time, has helped advise, teach and consult with businesses of all shapes and sizes on how they can better connect with their customers via these amazing tools and sites. While being passionate about the social media space, what truly excites Mack is the human connections that can result from the proper use of these social tools. His motto is “Don’t focus on the tools, focus on the connections that the tools help facilitate.” His goal is to help his clients create those connections with their customers, and nuture them into relationships that help grow their bottom line.
His social media ‘homebase’ is The Viral Garden, which in 3 years time Mack has grown into an influential marketing/social media blog with a monthly readership of over 175,000. He is also a frequent contributor to the website Marketing Profs, as well as the marketing blog Daily Fix, and small business blog Search Engine Guide. His writings have been referenced in several mainstream publications and websites, including The Washington Post, MSNBC.com, Ad Age, CNET, and The Boston Globe.
Mack is also a requested speaker and has presented at some of the top social media conferences and events, including South By Southwest Interactive, Marketing Profs Digital Marketing Mixer, and Small Business Marketing Unleashed. He is also passionate about teaching companies how to use social media sites and tools more effectively, and offers training and seminars privately to companies, in addition to his public speaking schedule.
You can learn more information about Mack’s social media training and consulting services here. If you need a social media speaker for your event, or want to know where Mack will be speaking next, click here. If you want to email Mack, click here.
Mack wrote this bio. The third-person thingie is just for fun.
I think the substance of this article makes a lot of sense. It misses and important point, however. And I don’t think it is just semantic. I think it reflects an all too frequent mindset.
In fact, most marketers will tell you that a “brand” IS an “experience.”
It is not just a set of words or a graphic (eg logo).
It’s the emotional link between a user and seller based on how the user feels the “brand” meets or surpasses his or her need.
Because it is often symbolized by a logo that can trigger the emotion or a set of words that can give meaning to symbol and the brand promise, these often are confused as being the actual brand.
No. The brand is much more, just as each of us is more than our name and the clothes we wear.
In that respect, a positive experience that can be attributed to the brand is Some of the best brand promotion available.
Of course, it helps if the experience is related in some way to the brand promise.
Maybe a rock band party is. I don’t know. But, at least, it WAS a “brand experience”, of sorts.
Here’s what I came away with from my time with WashingtonVC at their Rock Band party: I thought, wow! These guys really know how to have fun. Wow! They are young and hip! Wow, they really went out of their way to show me a fun time.
Boy, if I were a brand, that’s a relationship impression I’d pay big money to experience. : )
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