Immersive Content Experiences
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Episode Highlights
“Marketing and branding sometimes have a bad reputation,” Jamie noted. This led her to deliberately seek out meaningful industries like education and healthcare.
What’s an example of an immersive brand experience? Jamie pointed us to Kimpton Properties and their “Summer Like You Mean It” campaign, which offered customers a literal glimpse of what their vacation could look like. Immersive content is engaging content.
“You have to start with customers,” Jamie notes. “What’s your customer’s buying journey? What motivates them? What’s their persona?” Too often, marketers start with what they want to create rather than what their customers actually need. You can’t afford to make this mistake.
What do marketers need to remember about story? “The customer should be the hero of your story,” Jamie notes. She also talked about the power of story to connect people citing work from Atlantic columnist Arthur Brooks and P&G.
What brand has made Jamie smile recently? Jamie loves watching Shark Tank with her son and was so impressed with the startup Pluto Pillows that she bought one. When the product arrived, as Jamie notes, the packaging both surprised and delighted (SPOILER ALERT: Candy was involved).