I just got to spend two days with some of the coolest experts on marketing. Here are some of the folks I met and links to their works.
After hearing a few of the speakers there were some conflicts, but the past couple of days was very mind stretching. These would not have been people I would normally sought out to listen to and this is one of the reasons I love what I do. People pay me to cover their events where I get the added bonus of hearing people outside my normal interests that stretch me.
Julie Ask made the statement that mobile is quickly becoming a major player in the market. At this point only about 23% of phone users are using their smart phones for most of their computer needs. She sees this number growing.
Aiden Tracey showed where the technology introduction moments changed how we do marketing and business. This graph he used here shows when radio, TV, Cable and the web all were introduced and the resulting impact.
All the speakers were addressing the idea that we no longer live in a commodities market. We live in a experiential market. While some even talked about how the entire Walt Disney World is an experience and not so much a commodity they pointed to more and more things that today drive higher sales growth are linked directly to an experience the company provides. A good example of this is Starbucks. One presenter commented that he heard the CEO of Maxwell house just say how nothing knew had happened to coffee in the last 15 years. The CEO was still thinking about the commodity of the coffee itself and not the experience that Starbucks had done to the industry.
Take what your company does that ends in ING and make a list of it. Things like roast-ing, or cook-ing and then think of new words that you have not even thought about your company and make up a new word with ING. I might write photographing, capturing and things related to taking pictures. Then I would create new words like “storying,” “vizwording,” and so on. This is how I see myself helping folks tell their stories by combining words and visuals.
If you want to be the next Starbucks, Google, or Facebook business success–study them and you will discover they are all creating experiences and not just a commodity. What kind of an experience are you creating for your customers?