If not another word is written about the technology-fueled marketing revolution, I bet all of us would get by just fine.
What’s more interesting to me is how this frenetic period has been a catalyst for dialing up the creativity-quotient of Live Communications.
In the process, we have seen exploded some long-held beliefs about the industry--and a greater realization of Live Communications as a strategic tool for building brands and creating customers.
Why is this happening? How is this happening? Here are the key reasons.
First, is the influx of talent.
The internet has made creative people of all stripes realize that creativity need not be held prisoner by the printed page or the :30 spot.
The wanderlust sparked by this realization has attracted many creatives to Live Communications—seeing it as a category of still-awakening potential.
Unlike traditional media advertising where even the biggest ideas are restricted to small places, creative people are enjoying a rare environment where they are encouraged to experiment, take risks, and where their efforts can make a difference on (literally) an exponential scale.
Seeing big ideas presented big.
Creative people like that.
What’s more, these former agency folks are being enriched by many non-traditional creative types who are also attracted to this field. The result is, and will continually grow to be, work that is more rooted in the popular culture and less contrived than the historical constructs that govern traditional marketing.
Next, is the embarrassment of riches commonly referred to as technology tools.
If the business of Live Communications is about creating community between client brands and customers, it can be argued that the greatest community-building tool available is face-to-face interaction. It is also a hands-down certainty that the second-greatest tool in this endeavor sits on your desktop. Micro sites, widgets, social networks, twitter, YouTube—yes, we’re lumping in mobile applications here to keep it simple—have all conspired with live events to create a community-building one-two punch that is hard to match.
Finally, there is the rapidly evolving nature of clients.
As mentioned above, the ability to build deep, lasting community with customers has never been more real than it is right now—and today’s marketers are willing to explore as much as they need, and to be as innovative as possible, to capture this “Holy Grail” of marketing.
Add to that the stress of an economy that has beaten down even the most high-flying brands, and it is no wonder that clients are greatly inspired to be open-minded about where the best creative solutions are coming from (and what forms they should take).
Because of the talent pouring into the industry, the capabilities available through technology, and as a result of clients who are looking for the next, best way to connect with customers, one thing is certain:
Live Communications is no longer an island.
In fact, each event has the ability (the duty!) to create a wide and deep narrative that ensures customers spend a greater amount of quality time with the brand than they ever have before. This time begins far in advance of the physical experience (thanks to pre-event dialogue created online) and continues with relationship building and lead incubation for weeks or months (and, in many ways, forever) after.
For creatives, being able to choose from an almost unlimited number of tools is fun and liberating. For clients, this means greater innovation and bigger results.
In fact, this more strategically focused and creatively driven world of live communications holds a simple, powerful promise for clients and creatives alike:
The world—not simply a piece of film or magazine page or outdoor board—is your canvas.
Really.