Opening Day last week was my Dad’s first day of retirement, so we went to the park with a couple of friends to celebrate. It was one of the best days of my life, a day I’ll cherish and take with me to the grave. But it was also enjoyable because the Nationals’ in-stadium experience significantly improved over the winter.
When you walk into the stadium and look out onto the field, the first thing you see in the outfield is the hashtag slogan, “#Natitude.” That’s how my 2013 season began with the Nationals on opening day, a brilliant integrated in-park/online/broadcast experience.
Encouraging fans to use the # slogan is brilliant, spanning Twitter, Google+ and Instagram, and perhaps soon Facebook. Now fans can find Nationals conversations on their preferred social media channel by simply searching for #Natitude.
More and more voices state that content marketing overhype has jumped the shark. They’re right. As a primary strategy content marketing is overhyped. Instead, brands should focus on customer experience marketing.
Before we go too far, let me say I love content, all forms of it, too, not just online, but events, print, and music, just to name a few. Brand developed content (cough, advertising) offers a great tactical toolset, one of my favorites.
That doesn’t necessarily mean content marketing should serve as every company’s primary outreach strategy.
Why not just make Facebook your primary strategy? Should we have that conversation again?
A better strategic approach focuses on marketing tools as extensions of the brand experience.
The big digital media shift in 2013 has little to do with new mobile applications or social networks. Rather, it revolves around how brick and mortar businesses — and in particular stores and entertainment venues — integrate social into their physical brand experiences.
Some folks dub this trend Clicks and Mortar, the integration of online into our everyday physical whereabouts.
Sight creates a visual imprint. This is the way things are.
Though we depend on it, sight is perhaps the most deceiving of the senses. As an amateur photographer I know this. I can tell just by the way the same place will look different everyday depending on the weather and placement of the sun.
Experience reminds me of glasses, both help you see life better. But like corrected vision, experience can deceive us.
The problem with experience is how it changes your perspective, good and bad. You see things differently.
And then many of us make a classic mistake: Interpreting personal experience for universal wisdom.
While I have simply protested the personal brand movement in the past, it’s better to offer useful guidance to individuals. This is particularly true for artists and writers who often have no choice but to market creative products and ideas under their names.