chauke-1jpg

Sylvester Chauke Opinion: Experiences. Still. Matter

From Antoinette to Zodwa, consumers today are largely catching on to the notion that experiences make you happier and are as valuable ‐ or more ‐ than buying fancy things.

Sure, we loooove fancy things but now more than ever, we are looooooooving even more, experiences that give us social currency. Various psychological studies have shown that all people are happier when their money is spent living rather than on having. We have come to realize that consumers are less worried about spending money and more concerned with using it to enhance their lives.

Many marketers make the mistake thinking this is a phenomenon that only refers to the Millennials, but this pulses across demographics! From Dobsonville to Athol this is becoming quite the thing!

I spent the last weekend at the Essence Festival in Durban. Known as "the party with a purpose", Essence Fest is an annual festival which brings together local and international speakers and performances, exhibitors and panels that look to inspiring consumers to be their best.

One thing that excites me the most about such events are the people and how “they” see things. The buzz and energy around the experience make you realise that all consumers want the same things in life – we want to grow, we want to thrive, we want to prosper and we would not anything that aims to lead us there – especially support brands that want to help us be better.

In Marketing boardrooms and between agencies and clients, we have always been singing the hit song “consumers want experiences not things”, so I take it for granted sometimes that we know this as brand managers. But then the kind of experiences that brands activate sometimes leave consumers so underwhelmed, they could have just as well not done anything! Halt! I was about digress.

While it is true that experiences are a great way to build connections with consumers, it is not just about doing any sort of thing disguising it as an experience. It is about the ability to bring the essence of the brand through that particular experience.

Back to the festival, there were many brands that exhibited their products and services and this was really good. However, I wished that I could give pointers to a lot of the brands that missed an opportunity to bring their product to life. How can a florist not have flowers in his stand? Hair product ranges without people with great hair on their stands? You feel me? What is amiss is that brands do not think about the consumer experience in that experience and this is futile.

Experiences are what people increasingly use to define themselves across the United States of the Socials. Take a peek through Instagram and Facebook feeds, and you're more likely to see a friend's trip to Dubai or pictures of themselves behind a banner-wall at an event. The shift from just showing your bag and shoes on Instagram is getting so passé (yawns) and frankly, this is a really good thing!

With this shifting context in how consumers spend their money, it is pretty obvious then that marketing budgets should shift too. Advertisers ought to think beyond just channels and focus on how to create moments or experiences that add a sense of pow and enjoyment in their lives.

“But we should focus on selling our products, not on stunts?” This is such a regular come back!! And the regular answer is “We cannot look at brand experiences as stunts! This form of marketing should be seen as a way to stimulate changing consumer behavior” and then I wink at them.

Anyway, no matter how you look at it, Marketers cannot run away from a good old solid brand experience and let’s be honest, how many times can you keep shouting about how good your brand is? Show me!!

Sylvester Chauke is an award-winning entrepreneur and cascader of the Stand Against Bland movement in marketing amongst other fun things. He is founder and Chief Architect of DNA Brand Architects, sits on the Advisory council for WEF Global Shapers and is a Board Member of the South African State Theatre.


Recommended

by NEWSROOM AI
Read More
Sylvester Chauke Opinion: What's in a name?

Sylvester Chauke Opinion: What's in a name?

A name is vital to brand building reflects Sylvester Chauke and you need to think long and hard about it.

Sylvester Chauke Opinion: A new world order in advertising

Sylvester Chauke Opinion: A new world order in advertising

Brand strategist Sylvester Chauke says there is a real need for brands to review how they do things as society twists and turns.

Sylvester Chauke Opinion: The miseducation of Twitter-ville

Sylvester Chauke Opinion: The miseducation of Twitter-ville

Award-winning entrepreneur and brand architect Sylvester Chauke says not every tweet is actually worthy of our energy.

Sylvester Chauke Opinion: When race stands in the way of great ideas

Sylvester Chauke Opinion: When race stands in the way of great ideas

There's an underlying tone in brand communication that speaks to a lack of integration and a “racial tension”, says Chauke.

Sylvester Chauke Opinion: The Likes Economy

Sylvester Chauke Opinion: The Likes Economy

Marketing guru Sylvester Chauke weighs in on the global obsession with accumulating masses of 'likes' on your social media posts.

Sylvester solicits frank conversation on homosexuality in the workplace

Sylvester solicits frank conversation on homosexuality in the workplace

The 'second coming out', where employees are open about their homosexuality, is an opportunity to allow employees to flourish.

Popular articles
[WATCH] Fikile Mbalula's funny interview has social media in stitches

[WATCH] Fikile Mbalula's funny interview has social media in stitches

Khabazela shares tweets and Facebook posts that have gone viral.

 Eskom buys fine coal that looks like baby powder when wet, says expert Ted Blom

Eskom buys fine coal that looks like baby powder when wet, says expert Ted Blom

Energy analyst Ted Blom weighs in on the energy crisis in South Africa as load shedding stage 2 is implemented.

SA's Zozibini Tunzi simply the best, crowned Miss Universe 2019

SA's Zozibini Tunzi simply the best, crowned Miss Universe 2019

The 26-year-old is the third South African to be crowned Miss Universe and has made the country proud.

Want to start a small business? Lessons from a successful serial entrepreneur...

Want to start a small business? Lessons from a successful serial entrepreneur...

The Money Show’s Bruce Whitfield interviews Nic Haralambous, founder (at the cost of R5000!) of funky sock company Nic Harry.

Considering emigration? Financial planner discusses the affordability of leaving

Considering emigration? Financial planner discusses the affordability of leaving

Can you afford to leave South Africa? Certified Financial Planner (CFP) Barry O'Mahony on what to consider before deciding.

'SAA’s collapse plays nicely into hands of a politically constrained Ramaphosa'

'SAA’s collapse plays nicely into hands of a politically constrained Ramaphosa'

After dithering for fear of spending political capital, SAA is now out of the President’s hands, says Pieter du Toit (News24).

There is no Ubuntu in how Khanya Cekeshe has been treated - Thuli Madonsela

There is no Ubuntu in how Khanya Cekeshe has been treated - Thuli Madonsela

Former public protector says the eight-year sentence was too harsh and it shouldn't matter that he was not a Wits student.

‘South Africans are getting poorer and poorer because of politics’

‘South Africans are getting poorer and poorer because of politics’

SAA is a classic example, says Isaah Mhlanga, Chief Economist at Alexander Forbes Investments.

How to make your first R1 million (after that it just becomes so much easier)

How to make your first R1 million (after that it just becomes so much easier)

Rich. Wealthy. Financially free... Call it what you will; the first million is how you get there. Warren Ingram on his book...