The Experience is The Marketing is an encapsulation and codification of my expertise and success over the last 20 years.
My belief is that most people in companies and brands know what to do, they just don’t necessarily do it, perhaps because they’re not motivated, they’re not connected, they’re not aligned, or they don’t realise how important what they do is. In terms of marketing, maybe they don’t fully understand what the proposition is, or why it is they do what they do. In sales there’s some skills that need to be learned and developed – how you create urgency, how you create desire, how you fulfil your clients needs, how you deliver on a timeline.
And in the five pathway to growth programs that we’ve now run with The Experience is the Marketing, what’s been amazing is that because they’re all different types of companies – a couple of agencies, a couple of brands, a property company, a finance company – they’re all of different sizes, all peopled with different personality styles.
But what’s happened that’s important is because of the nature of these immersive workshops that are a brand experience: people’s perspectives on their role changes. We’re always saying it’s all very well to think differently, but what we do is help people think together, and as we bring the various puzzle pieces of the company together, there’s a powerful transition where they suddenly click into place.
Although they all come into the room with a different perspective, they all leave the room with a shared sense of what they need to do to make the company grow, and even when perhaps the audience has ‘heard it all before’, we’ve had some really emotional moments where we present the end results in a manifesto, where people are high-fiving and hugging, almost in tears telling us this is the best thing they’ve ever been through and it’s changed their lives. Which, for a corporate program, is quite unbelievable.
The reason why I’m passionate and so in love with this, is we are doing what I’ve always said brand experience does – fusing an emotional link between brand and audience that creates behavioural change. And THAT is very rewarding. Not only for us, but the companies we’re doing it for are showing month-on-month, year-on-year growth that is remarkable. This is everything I’ve been talking about in the industry for the last 15 years.