It’s my job to preach the experiential discipline, but when you’re on the receiving end (for a change) and the experience creates a lasting impression it rather gratifying.
You see, the “elevator description” of “what we do” no longer has to be composed along the lines of “we are an experiential marketing agency” followed by a plethora of what I call “business b******s” words finishing in “we do events” (admittedly I have been known to say ONLY “we do events” if I’m due to alight on the next floor). Instead the gospel according to Jack is now being embraced far beyond the world of conference centres and hotels. My experience happened in a Shopping Mall washroom of all places:
I must be sincere and prologue this by saying that my expectations aren’t exactly, well, high. You see I was born and bred in the UK where “Shopping Centres” were modeled around a place called Brent Cross – a functional 70’s design with enough space for cars, shops and communal places to serve spotty youths armed with spray paint, gum and a full bladder.
So my eureka! moment happened a couple of weekend’s ago – I was minding my own business taking the kids to the shops, ice skating, cinema, and fine dinning at a new Mall called Elements in Hong Kong. THEN I went to the Bathroom! Here is a pictorial summary of my experience (You’ll have to excuse the poor quality of the photos as these were taking on my phone):
My son, William, waits patiently for his “bathroom” visit – on a leather sofa surrounded by flower arrangements!
He won’t wait – he’s off down the corridor adorned with canvas paintings (no Perspex protection) and a lady meticulously keeping the place clean.
Quick stop in the Gents for a “peek” – this is more “Four Seasons” than Shopping Mall – the chap in white uniform armed with the hand-towels chose not to be photographed
Here’s the baby changing room – “not bad for council” as they say in the UK!
William fell asleep on his changing bed of marble and goose-feather before I could whisk that troublesome nappy away
Despite the complimentary shoe shine facility and mineral water chiller, William’s more interested in the thumb!
…..and the latest glossy magazines (without a security chain) on offer for those waiting for their partners who are taking an unusually long time in the bathroom! – wonder why
Guess what – I spent a fortune after my toilet/William nappy duty break, not intentionally, instead it was that kind of subliminal “I feel good factor” that I have to admit eroded soon after I arrived back home and looked at the receipts.
So I say – Huh! Mr Wall Street Journal – who in 1998 wrote something like: “Jack Morton is leading with the proposition of “so called” Experiential Marketing.” Because, lets face it, the global population is far too smart to buy or desire or make a decision if something is thrust in their face – “Have you considered double glazing or cheap insurance” sort of approach. I spent because I felt good, emotionally moved – even if I wish I hadn’t afterwards!
By the way Elements are not a client of ours – in fact we spent an awful lot of time and effort pitching for the launch, but never won the contract, but as you can see, I’m not bitter.
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