Hello. I hope everyone had a Happy Passover or Easter. Mine was pretty spectacular. We hosted 29 people; an eclectic group of family and friends. It was quite the experience, to be sure.
It got me thinking about the power of those experiences. The smell of matzah ball soup or the sound of the kids reciting the Four Questions instantly takes me back to my childhood. Those experiences stay with you for life.
Many of you who have worked closely with CDM Princeton may have heard us talk about the power of experiences; the fact that people remember 10% of what they read, 30% of what they see, and 80% of what they experience. That data is real. And it can have a lasting impact on business. The right experience can build shared value, increase length of engagement and spend, and deepen loyalty and trust with your audience.
At CDM Princeton, our goal is to create those kinds of experiences and outcomes for every brand we touch. And we welcome a dialogue where we can explore and create the right kind of experience for you.
Below are a few interesting approaches you might find inspiring. I hope you enjoy them.
My Little Pony: showing parents the power of friendship
What do plastic rainbow horses have to do with your brand? Maybe nothing. Maybe everything. MLP understood the essence of what their brand is about; teaching good values, friendship and respect. And to prove the point, they created this memorable experience for parents that I dare say will stay with them—and you—for a long time.
TED 696 Project
This is one of my all-time favorites. Born out of a very real business challenge, the TED 696 Project didn’t just create a new way for its audience to interact with the brand, it created a whole new marketing medium – the brown paper bag.
CANSA Melanoma Awareness
A simple insight led to a very engaging way to invite people into a conversation about an uncomfortable subject – skin cancer. And the best part, 169 people discovered they were at risk and sought medical treatment.
I love the simplicity of this idea. And the raw power. To really understand what it’s like to be homeless, this team created a book written by the homeless. But because it was written using a temperature-sensitive ink, it can only be experienced the way the homeless live—in the cold.
Here’s a brief article on the impact of experiences in marketing
Executive Vice President, Executive Creative Director