Have you noticed that our attention spans are shortening? Well, perhaps not so much for us older folks (I’m smack dab in the middle of Generation X, and the oldest of our cohort turns 55 this year), but most certainly for the generations coming after me.
I discovered a show called Billion Dollar Buyer on CNBC recently. It follows a self-made billionaire named Tilman J. Fertitta. This guy has parlayed a single restaurant in Texas into one of the largest restaurant chains in the US, and a $2.4 billion net worth before he was 60!
In this show, he interviews and assigns tasks to two small businesses, if he likes what he sees he hires them to do work for his companies. This isn’t a game show, it’s real business negotiation, and bagging a billion dollar client can make or break a small business.
In the first episode I watched, a marketing guy out of Florida had sent him a single branded sneaker and told him that if he wanted to see more, he’d have to visit him in Florida. He went, got the other sneaker, and gave the guy an opportunity to throw a bash on his yacht – it was a bit of a bust when he used branded plastic cups to promote Moreton’s – the high-end steakhouse chain in Fertitta’s portfolio.
The key to experiential marketing is that the experience has to be special and leave the participants feeling like they had invested their time wisely and given up their contact information for something worthwhile. Here are some books to help you develop your own experiential marketing, or to advise your clients on how to do it in their business:
This book offers great insight into Apple’s thinking and how they’ve become so successful. Read it and find ways to apply it to your business and your clients’ businesses too.
- by Ben J. Pritchett