Give consumers the real thing
By Tim DenyerWhen not spending our time educating clients on the importance of creating real world experiences for people to inspire word of mouth which is then translated through social media, some of us take holidays.
Last weekend was my turn and I ventured off to Brussels, where a few friends and I went to the Magritte Museum.
His Le Blanc Seing is breathtaking. As someone who always wanted to be an artist (but can barely draw a straight line) I was blown away by the pure technical skill, well before looking for any interpretation. Since coming back to England I have tried to find an image online that does the work justice. It just isn’t possible. You need to see it face-to-face to appreciate the detail. The colouring online seems feeble in comparison to the real deal. There is no place online either for an understanding of where this sits in his wider work.
I thought of all those brand managers out there who believe that seeding digital assets through social media will drive immersive word of mouth and advocacy, and I wanted to set them a challenge: just this week, this month, try and help people experience your brand in the real world, then encourage them to share their own opinions on that experience. Don’t try and get them excited about some shiny digital version of who you are or what you do. Have the bravery to give them the real deal, and see what they think.
It might surprise you.
