The Importance of Branded Live Experiences and FOMO
HighLife Productions August 22, 2017
NIKE, STOP COOKIE-ING ME AROUND THE INTERNET AND STALKING ME LIKE MY EX-GIRLFRIEND KAREN
Tyler Hollinger, Founder HighLife Productions
There is nothing that trumps actually being there. Actually seeing, tasting, feeling, hearing, witnessing, — experiencing. “Feeling all the feels” as the kids say these days. The digital world has done so so much. The Internet is by far the most earthshaking revolution in modern history. It has revolutionized the way we travel, the way we choose what restaurant, where we stay on vacation and even the way we date. In many ways it has connected us with people through a computer or phone and in many ways it has distanced us from actually talking, seeing, interacting with people in real life. Remember the days when you went to a store or a restaurant or a pub because “they knew you” not because of their 5-star yelp review. There has been something lost in actually being there. Actually experiencing THE THING. Taking it in with all the senses and this is why we believe the experiential world to be all the more relevant. These live experiences are more important now, more impactful, more relevant than ever because of technology.!
DO IT FOR THE GRAM
So many things we do in today’s life we do are for social media. “Let’s go to this restaurant because the lighting is great for my pictures on instagram, or let’s go hiking and stream it live on FB or let’s go to this rally and tweet about it or this concert and put it on Snapchat or let’s go outside and look at the eclipse while doing a song on music.ly. Very few people just stay at home and share on social media (we all know who you are and please stop.) No more photos of you in your bed with a “case of the Mondays” no more shots of you on the couch watching GOT. NO MORE. All that pent up “social envy” when you see friends at “that concert” or “that vacation” or “that performance” or “that party.” Social media helps us share experiences. Which is just the point. Get out there and experience. Then tweet it, post it, share it. Show people you have a life that is filled with interesting, vast experiences.
NOT ALL IMPRESSIONS ARE GOOD IMPRESSIONS
Now more than ever experiential marketing is on the rise and should be on the forefront of all brands marketing spends. Yes the digital world has (x) many impressions and (y) many views. But not all impressions are good impressions and not all views are actual experiences. How many times have you seen a pop-up ad on a web-page and you have tried to click that tiny little “x” in the corner to close it as it literally gets in the way of what you want. Well in doing so you have clicked the actual add 4 times telling “Samsung” that you love their phone and their “click-thru” data is miraculously working because you are clicking on it all this time trying to close the damn ad!~ Literally SAMSUNG or whichever brand you prefer is standing in front of what you are trying to get. How many times have you scrolled past a facebook ad that plays a video. You didn’t watch it but the video started playing. Congrats you have “viewed” that video and the marketing people on the other end go back to the brand and say “Guess What”! We are doing such a great job because your video has 8 trillion views! Even though 8 trillion people ONLY SCROLLED PAST IT. Don’t believe the hype the digital marketers are selling you. The last time you bought a shirt or a computer or a television or furniture you did so because you liked it. Not because the brand paid millions of dollars to cookie you around the internet showing you pop-up ads on every page you visit. I don’t know about you but when I google a brand to read about it, then a couple hours later that brands ad pops up on FACEBOOK saying “BUY ME” it doesn’t make me feel good about that brand. No. It’s makes me feel like NIKE is my ex-girlfriend stalking me around the internet lurking, spying, just letting me know “Hi. its me. Karen. I’m doing well. How are you?” How about you not stalk me on the internet Karen. K. Thanks. Why are these brands spending MILLIONS of dollars on internet advertising that do nothing but create the wrong impression.
Depth not Width
The experience is everything. You know what creates a good impressions. The actual act of doing it and doing it well. When we have an experience with a brand, a person, a company — anything. It is how we perceive this to be key. How was it? How did it make you feel? How did it affect you.? As wonderful as Kylie Jenner’s photos are on instagram do they affect you? Do they make you feel great as a person? Odds are they actually kind of have the opposite effect right? Wow like “I wish I had her money” or “Wow I wish I was a thin as her” or “Wow I’m not as pretty.” So it kind of puts this idea of “Followers” “Likes” into a bit more of a context. I argue that not a ton of followers is amazing and not all likes are the same. If someone has 1 million followers and sells ZERO tickets/sales I’d say those followers are worthless. If someone has 200 followers and sells 2 tickets I would say those followers are worth a lot more. It’s all perspective. It’s all situational.
Depth not width. What I mean by this is having an actual impact not a perceived one. Having followers that actually want to be there. that are actual fans, that actually care! — which in the end is what it boils down to. Engaging a community that really cares, that wants to stay up to date or in the know with the latest and greatest. To cultivate this kind of DEEP relationship takes time and attention to detail. Making sure your customer/followers/ticket buyers have the best possible experience.
More and more the millennial attitude is to spend disposable income on experiences not things. Less and less people are owning homes because of the ridiculous costs of mortgages, insurance, taxes, maintenance. This lack of permanence attitude means the next generation is not having as many kids and has little desire for permanence. In place they are spending their money on experiences. Travel, concerts, shows. Entertainment that is experienced based. Nowadays people do things for the social media post. To show their friends they are cool, have cool friends, and do cool things. So get out there. Do cool shit. Just make sure you tag us in the photo 🙂
Tyler Hollinger, Owner