From Media Planner To Experience Planner
Posted on July 27, 2008
A few days ago I posted about the notion that media planners need to begin to think of their jobs in a more creative light. Media planners also need to start thinking about their jobs as creating experiences.
I recently spoke about this topic at the iBreakfast in NYC. The great folks over at ContextWeb taped the event. I would love to get some feedback!
Tags: contextweb, exprience planning, iBreakfast
Jul 27, 2008
Adam -
Interesting talk. I’m still not sold on virtual worlds and agree that people got a little crazy with Second Life. I agree with you that experiences are very important but wonder if too much attention is being placed on online experiences.
Not sure if this is entirely applicable but how does a site like meetup.com play into experience planning? Use the web (via meetup.com) to take experiences offline and into the real world. Observe the real life conversations that happen during the event and then follow any online conversations that happen after the event (blogging, photo sharing, videos sharing) or even during the event (twittering comes to mind). Sure its hard to hold a real world event for 74,000 people (the number of online users in your barack example) but wouldnt you argue that you would rather have 5 real relationships anyway?
Jeremy
Jul 27, 2008
Jeremy
I would argue that the online space IS a virtual world an my example here is simply the use of a 3D space in which people can interact.
As for meetup, that is a great example of a tool that can be used to plan an experience, but in and of itself, it is merely a tool.
Finally, I would rather have 5 relationships than 5MM impressions, but the opportunity to have what can be seen as a real life focus group with 74k people is very compelling.
Jul 27, 2008
Love the prompt replies to comments
which are your favorite tools to use when planning an experience?
Jul 28, 2008
Jeremy
It is not about tools, it is about ideas. If i were to say my favorite tools it would undermine this notion.
Start with ideas
Mar 03, 2009
[...] and dear to my heart. I have been a champion of the notion that media planners are, in essence, experience planners (or at least this is what they should strive to be). I believe that the ability to create positive, [...]