That is three days of my life spent at a Loyalty conference in muggy Orlando this April. Loyalty - as in the stickiness a consumer builds towards a brand not much different than a dog that follows his owner around.
So it was with the onset of the dog days of summer that I had an opportunity to attend and listen in on what the smart marketers of this world are thinking. What new bottles (in a manner of speaking) are they filling this time? Venue was a Polynesian themed resort smack dab in the middle of Universal Studios.
Well it turns out that Gamification as a way to engage audiences to spend more is big. That is the art and science of conning them to use their gadgets to earn virtual badges and stars so that they feel they are part of a game (in which they are getting duped but never realize) and continue to open their wallet for mo of the same. More drinks, more gambling, more appetizers and mo women or men..or whatever you can get through the power of the internet.
From lodging brands to shopping malls everyone has an app and that app drives people to do things even their mothers would not be able to achieve.
Another tool which I do think has promise and if implemented right can add to the further collection of more stuff, is using all manners of rewards currency to pay for any purchase. There are solutions in the electronic payment landscape that are allowing disparate Points, Miles and Rewards of all kinds to be consolidated into a universally interchangeable currency that can in turn buy what any body might want rather than being forced to redeem points for diapers or coffee beans when I am a Mormon and don't even own a dog.
Outside of these three enlightening days I managed to scoot around a bit on the flatland of Orlando and take in the goings on of a fresh batch of hyper condition adults with large rolling stock and few kids in tow dying to get their first glass of Margarita or Mai Tai. On the outbound those same characters were pink and broke and dreading their return to the land where they came from, not to mention hauling more than they came in with - including at least three stuffed animals courtesy of all the movie studios that sold them the extra accouterments.
A rather silly project about to start spinning (time will tell if it spins or gets a black eye) is Orlando's answer to London's ferris wheel (aka Orlando Eye).
Now why someone would get on a giant wheel to go up to see a flat country is beyond me. Most hotels in the area afford the same view without the cost. But hey - build it and ....marketing will have to be top notch.
So it was with the onset of the dog days of summer that I had an opportunity to attend and listen in on what the smart marketers of this world are thinking. What new bottles (in a manner of speaking) are they filling this time? Venue was a Polynesian themed resort smack dab in the middle of Universal Studios.
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| Faux Hathi and suggestions to recline (the humidity seriously makes you want to take lot of naps) |
Well it turns out that Gamification as a way to engage audiences to spend more is big. That is the art and science of conning them to use their gadgets to earn virtual badges and stars so that they feel they are part of a game (in which they are getting duped but never realize) and continue to open their wallet for mo of the same. More drinks, more gambling, more appetizers and mo women or men..or whatever you can get through the power of the internet.
From lodging brands to shopping malls everyone has an app and that app drives people to do things even their mothers would not be able to achieve.
Another tool which I do think has promise and if implemented right can add to the further collection of more stuff, is using all manners of rewards currency to pay for any purchase. There are solutions in the electronic payment landscape that are allowing disparate Points, Miles and Rewards of all kinds to be consolidated into a universally interchangeable currency that can in turn buy what any body might want rather than being forced to redeem points for diapers or coffee beans when I am a Mormon and don't even own a dog.
Outside of these three enlightening days I managed to scoot around a bit on the flatland of Orlando and take in the goings on of a fresh batch of hyper condition adults with large rolling stock and few kids in tow dying to get their first glass of Margarita or Mai Tai. On the outbound those same characters were pink and broke and dreading their return to the land where they came from, not to mention hauling more than they came in with - including at least three stuffed animals courtesy of all the movie studios that sold them the extra accouterments.
A rather silly project about to start spinning (time will tell if it spins or gets a black eye) is Orlando's answer to London's ferris wheel (aka Orlando Eye).
 |
| Ready Set - Not yet Open - but about to - they were testing fireworks from atop when I stopped to snap this pic |
Now why someone would get on a giant wheel to go up to see a flat country is beyond me. Most hotels in the area afford the same view without the cost. But hey - build it and ....marketing will have to be top notch.
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