Brick Carley, Client Partner at IBM IX, and John Hett, Fan Engagement Strategy Lead at IBM IX, discussed the “fan experience approach” to marketing during their presentation at the 2015 Chief Marketing Officer Leadership Forum in Atlanta on May 28. In the presentation, the duo highlighted a case study about the development of the Atlanta Falcons’ new stadium and how the team was able to engage fans during the design process.
According to Carley, the customer experience is everything, and providing consumers with memorable experiences can help an organization effectively share its message with its target audiences. In addition, Hett pointed out that an organization should always consider its target audience, and the tools it can use to connect with this group, to find the best ways to engage audience members: “We can look at market and technology trends. We can align our organization to accommodate particular vision. We build ‘wow’ experiences. The Falcons are an entertainment industry. There is a playground. They have a huge, fantastic new stadium. They have money; they have momentum; they have all the success. They are going to have to build excitement into the experience.”
Also, technology has value for organizations, Hett said, but focusing on human behavior is key for marketers. An organization that strives to engage its clients, Hett noted, can develop long-lasting processes that take a human-centric approach to marketing: “The intersection of your brand and the customer may not always be able to be achieved or solved through the use of technology. The primary point of this statement is to understand that as we’re building the experiences, we’re staying true to the user; we’re staying true to the touchpoint; we’re staying true to the human element through it all.”