Monday
Jul302007
Entertainment and the Attention Economy
Monday, July 30, 2007 at 4:23PM
Consider the definition of Entertainment, which I consider to be the driver of the Attention Economy.
It means:
1. to show hospitality (“to entertain guests�)
2. To keep, hold, or maintain in the mind.
3. To receive and take into consideration.
Our ability to attract profitable, targetted and sustainable attention is directly related to our ability to entertain customers and be in tune with their needs (current and future).
It means:
1. to show hospitality (“to entertain guests�)
2. To keep, hold, or maintain in the mind.
3. To receive and take into consideration.
Our ability to attract profitable, targetted and sustainable attention is directly related to our ability to entertain customers and be in tune with their needs (current and future).
Reader Comments (4)
Good point Dave!
But it's also important to keep this in mind: you must also ENGAGE the client when you entertain.
As a Corporate Event Specialist, I consistently get requested to provide engaging, intimate & personal entertainment at company marketing dinners, launches, promotions etc. The companies that gain the greatest reward & ROI from events are those that understand entertainment is not enough ... it can only cause a shared experience that the client may, or may not, talk about afterwards. And as viral & permission marketing teaches, getting your clients & guests talking about your event is vital - & also getting more & more difficult in the Attention Economy.
How can you get the most *bang* for your buck when entertaining? Consider your client/s & think "What would WOW! me & cause me reciprocate my appreciation?". Consider your previous meetings & try to find something personal that you know they would enjoy - whether it's a rugby game they would like to attend, a golf match, or even a funny Dilbert comic you found that you know would crack them up!
The secret to making your business communication entertaining is to maintain a sense of humour & to connect with your client on a far deeper & personal level. It's you duty to assist your clients in any way you can because their success depends on you (if they're a qualified client, it should). Entertainment is a great way to de-stress - it's medically good for you - & if you can get a client to relax & enjoy himself, you're actually providing a health benefit!
Providing the appropriate entertainment for your clients' benefit should be carefully considered so that when you get it right, you not only reap the benefits in business terms but you also have fun, enjoy yourself & get an unparalleled opportunity to get to know your client outside of your normal business conversations.
Great post Dave, would love to continue this discussion with you.
Best wishes,
- Marcel
Marcell, as always, I appreciate your input. The way you infuse important messages into your show is impressive and highly memorable. Would be great if more businesses started thinking of unusual ways to communicate their messages educate their peope - magic is one (very cool) way to do so:) Rock on!
Great comments by Marcel.
Not the normal marketing blah blah blah ;)
I reckon consumer expectations have really spiked.... if something does not appear to wow their senses it must ENLIGHTEN their minds.
"I was not the best because i killed quickly....i was the best because i won the crowd...win the crowd and you win your freedom". Little hecic to make the point, but in today's sense it can mean....ENTERTAIN THE CONSUMER IN A MEANINGFUL SUSTAINABLE WAY AND YOU WIN YOUR FINANCIAL FREEDOM.
Branded Entertainment my cuzzins ;)