Disrupt to entertain
ENTERTAINMENT.
That's all consumers are looking for, really.
When I attended a Neuroscience workshop recently by Dr. AK Pradeep he mentioned that there are 7 ways to create a superlative consumer experience.
1. Information (specificially, what is the category-busting metric? think megapixel for cameras. )
2. Interaction (not just a transaction)
3. Entertainment
4. Education
5. Simplicity (rule of 3s)
6. Self-worth (we all want to feel good)
7. Community
I asked him later during the Q&A which is more important - entertainment or education? This is especially so in the sphere of social media content where brands are constantly in need of posting something. He then replied that it will always been entertainment. To quote him - "Entertain, entertain, entertain!"
This morning I read on a colleague's Facebook about this article. It talks about how you need to interrupt someone to get their attention but for them to PAY attention, it is a transaction model and you have to GIVE them entertainment for it as a value exchange.
Makes a lot of sense. Then I came across this Virgin America Safety Video announcement. Of course Southwest Airlines have already done something in that vein, but this doesn't mean you got to stop. Turning a boring safety instructions video into a song and dance might be the oldest (but most forgotten?) trick in the book but one that works - 345,000 times over on Youtube in just 1 day.
Now the challenge for all of us is how can we creatively transform what we want to say into content that entertain and gives value to people's lives, if not just to make them laugh or their day a little bit brighter?
That's all consumers are looking for, really.
When I attended a Neuroscience workshop recently by Dr. AK Pradeep he mentioned that there are 7 ways to create a superlative consumer experience.
1. Information (specificially, what is the category-busting metric? think megapixel for cameras. )
2. Interaction (not just a transaction)
3. Entertainment
4. Education
5. Simplicity (rule of 3s)
6. Self-worth (we all want to feel good)
7. Community
I asked him later during the Q&A which is more important - entertainment or education? This is especially so in the sphere of social media content where brands are constantly in need of posting something. He then replied that it will always been entertainment. To quote him - "Entertain, entertain, entertain!"
This morning I read on a colleague's Facebook about this article. It talks about how you need to interrupt someone to get their attention but for them to PAY attention, it is a transaction model and you have to GIVE them entertainment for it as a value exchange.
Makes a lot of sense. Then I came across this Virgin America Safety Video announcement. Of course Southwest Airlines have already done something in that vein, but this doesn't mean you got to stop. Turning a boring safety instructions video into a song and dance might be the oldest (but most forgotten?) trick in the book but one that works - 345,000 times over on Youtube in just 1 day.
Now the challenge for all of us is how can we creatively transform what we want to say into content that entertain and gives value to people's lives, if not just to make them laugh or their day a little bit brighter?
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