Thanks to a reader for sending in this short new story about a Dungeons & Dragons-themed retail establishment. Even if you’ve never rolled a 20-sided die, it’s worth your time.
Here’s why: They could have launched a restaurant, shop and axe-throwing bar. But they didn’t.
They are opening an immersive customer experience.
Likewise, check out LEGO’s new retail facilities, called Legoland Discovery Centers–“the ultimate indoor LEGO playground.”
These are not amusement parks, and not just stores. They are something in between. A true customer experience.
One more: Porsche Experience Centers around the globe.
See a theme?
What is all this about? Marketing pioneer and genius Seth Godin calls it “people like us do things like this.”
There is no more powerful tribal marketing connection than this.
More than features, more than benefits, we are driven to become a member in good standing of the tribe. We want to be respected by those we aspire to connect with, we want to know what we ought to do to be part of that circle.
Not the norms of mass, but the norms of our chosen tribe.
Maybe you don’t own a globally recognized game, toy or sports car. But you do have a tribe that nobody else gets the way you do.
Your advertisements.
The interactions your employees have with customers.
The processes customers go through as they embark on a “customer journey” with your organization.
The layout of your facilities.
Your online communications.
How can you make sure that EVERYTHING you do SHOWS your tribe that you understand them?
Where can you be more intentional with your experience?