Fundraisers should improve their storytelling skills so they can take donors effectively to where the action is.
‘Experience’ marketing is the fashionable new thing for today’s marketer. Apparently you don’t just sell your product, you live it. The aim is to immerse your prospect in a lifestyle that simultaneously stimulates all their senses.
An example of experience marketing is currently practiced by the manufacturers of those cunning designer ‘alco-pop’ drinks – Breezer, Schnapps and the like. Experience marketing for these products involves recruiting attractive, young, out-of-work male models – this is true – who are briefed to sit hour after hour in the most fashionable watering-holes with their Nokia mobile phone and Palm Pilot prominently in view, with the Gucci shoes, the Armani threads, the Rado wrist wear and the Trevor Sorbie hairdo – everything that successful youth might aspire to – and, of course, all the while knocking back bottle after bottle of Zippo, or Heave-up or whatever is being promoted to you, the unsuspecting punter. Just think, that stunningly attractive bloke at the bar who you thought had been stood up and were just about to move in on, may in fact just be coming to the end of his shift.
Silly, isn’t it?
Then I thought about it. Maybe ‘experience marketing’ does have some application for fundraisers… (more…)