"From earnings announcements to product unboxings to movie premiers and just about everything in between, shared experience is what we're all gunning for." - Tom Biro, PR Week, February 2016. Here is the article.
In terms of shared experiences, Campaign 2016 has been over the top. The entire world is transfixed. One reason is the genius of Donald Trump. Like Jesus Christ, the Beatles, and Steve Jobs, he knows exactly:
- What human beings want to be played out.
- And that they will share those moments with others, in-person, on television, through social media, and on smartphones.
Some of Trump's critics assess his performance in last night's GOP debate in South Carolina as out of control. So? According to the Drudge Report, Trump was the winner at 58%. We can't wait for his next bit of performance art. And, you never know, we might even vote for him.
Therefore, the issue for those of us in communications is, Biro hammers, to harness that power of shared experiences. He is a principal of Companywidememo LLC.
One way is through search engine optimization (SEO). We frontload keywords associated with Campaign 2016 in our keywords in subject heads and first sentences. The trick is the timing. Moments come and moments go. That's exactly why media outlets have their front lines live tweeting special events such as the debates of both parties.
Another way is to embed references to those moments in all communications vehicles. They range from board presentations to white papers. Those have to be in-and-outs. That is, they have to themselves be brief moments. Don Draper was skilled at that in his slide show for client Kodak. The Draper approach was to capture moments and move on while people still wanted more.
A third is to develop a solid network for sharing. Currently, that's primarily accomplished through interacting in an authentic manner with others in all mediums. This is as old as Dale Carnegie's fundamental of human relations: Take a sincere interest in the other person. But it's ever more difficult in this era of increasing narcissism.
A fourth is to nurture an intuitive sense of when the moment has passed and shouldn't be revived. At the top of the list is the where were you when Kennedy was shot. To even make that allusion labels you as "old."
For many reasons, the SuperBowl is losing its power as a shared experience. Therefore, marketers should be re-thinking their budget for advertising on it. A bigger piece of those funds might go to paid search.