"What is an Experience Strategy?"

"An experience strategy is that collection of activities that an organization chooses to undertake to deliver a series of (positive, exceptional) interactions which, when taken together, constitute an (product or service) offering that is superior in some meaningful, hard-to-replicate way; that is unique, distinct & distinguishable from that available from a competitor.
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Delivering on an experience requires the coordinated effort of many parts of an organization. Whilst the experience vision or theme provides the guiding light for those efforts, the experience strategy takes that vision and articulates the specific areas of focus around which the organization will strive to differentiate itself in the market by crafting that experience in a particular way."

Trechos retirados de "What is an Experience Strategy?"

O impacte tecnológico a montante

Mais um texto sobre o mundo novo que já está por aí, ainda que mal distribuído:

"I strongly believe that we are on the edge of a new industrial revolution: “Industry 4.0”, the rise of intelligent automation in manufacturing, where digital manufacturing meets the Internet’s democratisation of design. Digital manufacturing is maturing and 3D printing is now widely used in aerospace, automotive and medical industries for rapid prototyping, the ability to manufacture “impossible” shapes and completely custom products.
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A recent PwC survey found that 71.1% of US manufacturing companies now use 3D printing in some way, which demonstrate how more and more manufacturing processes changing toward 3d printing.
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Digital Forming has created a suite of custom services which allow you to build mass customisation into your customer journey, whether you are selling traditional items in a more personal way, or building a full digital supply chain. By building mass customisability into your existing customer journey, you can build your future piece by piece.
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Along with mass customisation, emotional branding is key to engaging the modern, millennial consumer. Emotional branding stems from the understanding that people are willing to pay for experiences as well as features."

Um artigo que li ontem perguntava se o progresso tecnológico ia acabar com os gestores intermédios nas empresas. Na minha mente formou-se outra frase, serão precisas empresas grandes em Mongo?
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O impacte do progresso tecnológico vai actuar também a montante, na dimensão e tipo de empresas.

"The Power of Customisation Without The Pain – Digital Forming Blog"

Acerca das experiências

"People often ask us which brands create the best experiences and which most effectively use experiential marketing.
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The DNA of Experiences.
Habit 10. Focus on Driving TrialUse experiential marketing to create longer engagements that promote the test,  sample, or demonstration of a product or service.
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Habit 9. Make It Unforgettable—LiterallyThe target won’t (and can’t) forget the experience and is able to relive it and reshare it for days, weeks, and years.
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Habit 8. When Something Works, Don’t Do It AgainThe best brands resist the temptation to repeat experiential marketing campaigns.
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Habit 7. Design for ScreensCreate experiences with device interaction in mind.
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Habit 6. Bring the Product to LifeUse live experiences to do what no ad ever could.
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Habit 5. User‐Triggered EngagementsDesign experiences that don’t start until the target turns them on.
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Habit 4. Effect and AffectExperiences that touch the heart impact the mind.
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Habit 3. PersonalizedNo two people should have the same experience.
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Habit 2. Experiences Are ContentBrand experiences have become marketers’ leading content capture tool and content distribution platform.
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Habit 1. Bold, No‐Fear IdeasNothing impacts the success of the experience like a fresh, creative idea."

Trechos retirados de "Experiential marketing : secrets, strategies, and success stories from the world’s greatest brands" de Kerry Smith e Dan Hanover

Capacidade cada vez mais remota de se ser tudo para todos

Primeiro, recuo a 2006

Para sublinhar a cada vez maior importância das experiências.

"Experiences have to relate to the people having them in order for them to be memorable and sharable. In other words, they have to align with the wants, needs, desires, and aspirations of the target audience. And they have to be crafted in a way that feels authentic and natural, and not contrived by a company’s marketing department.
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Marketers can’t fake authenticity. The experience must emanate from the brand heritage or the brand story, and if your brand doesn’t have one (or doesn’t have a compelling one), then your first step is to find and/or build one. People today want to know what the companies with whom they do business stand for, so it is imperative that your experiences be aligned with your brand story and brand promise. Anything less than real, authentic alignment will dampen your ability to inspire real engagement, let alone create or enhance strong customer relationships."

Agora, relacionar experiências com explosão de tribos cada vez mais assimetricamente comprometidas com tópicos identitários e exclusivos. Depois, pensar na capacidade cada vez mais remota de se ser tudo para todos.
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E acrescentar Mongo e a democratização da produção.

Trechos retirados de "Experiential marketing"

"The essence of a relational marketing strategy"

Em "Experiential marketing : secrets, strategies, and success stories from the world’s greatest brands" de Kerry Smith e Dan Hanover pode ler-se:

"With the long‐term benefits a relationship provided to brands came a transfer of power from companies to their customers. Gone were the days of using one‐way marketing to stimulate sales. A relationship, by definition, requires two active and willing participants who show intent to each other. Without relationship intent, there can be no relationship consent. And while brands can’t create relationship intent for the customer, they can foster, accelerate, and influence it—with
experiences.
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Successfully creating and using experiences to generate long‐term relationships requires an understanding of how an experience scientifically fosters a relationship.
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Experiences create emotions that drive people to respond to each other and “feel” a certain way. ... an emotion technically emerges as the brain connects neurotransmitters, neuroactive peptides, and hormones—resulting in the musculoskeletal system generating a mental and emotional response.
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Marketers use experiences to affect a target audience. No matter the audience or the company, there is always the intention to use an experience to distribute a message or content that incites an emotion or action (a behavioral response)."

Aquele sublinhado lá de cima joga bastante bem com:

"The essence of a relational marketing strategy is a tacit understanding that marketers and consumers are on equal footing. Anytime marketers employ a nudge to influence consumers, they are rejecting this status quo and claiming an informational or motivational superiority over their customers." 

E a sua empresa, como comunica com os seus clientes? Que tipo de relação desenvolve?
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Trecho retirado de "Why Nudging Your Customers Can Backfire"

O papel da relação, o trunfo da interacção

Em "Experiential marketing : secrets, strategies, and success stories from the world’s greatest brands" de Kerry Smith e Dan Hanover sublinhei:

"For decades, just three differentiators—or as we call them, core value propositions (CVPs)—distinguished brands from one another and drove all marketing campaigns: price, performance, and service.
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But over the years, heightened competition and fragmentation eventually commoditized the three CVP drivers. In nearly every category, virtually every brand began to promote lower prices, high performance, and excellent service. Put another way, the marketing campaigns and the brand promises became nearly identical. The logos and taglines may have been different, but the messaging was the same.
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It all begged the question: If marketers were no longer differentiating their brands, why were people choosing to buy them?
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Because, as it turned out, there weren’t three core value propositions - there were four. Yes, purchase decisions had been primarily influenced by price, performance, and service. But we found that purchases, more and more, were actually being driven by a fourth CVP: relationship.
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Studies, focus groups, and market research began to show that consumers who considered themselves to be “in a relationship” with a company were less influenced by price, performance, and service."

Como não pensar logo em ""Don’t let algorithms replace leadership"" e em "É isto que os humanos têm de procurar em Mongo!"