"Standing in line" vs. "Having an experience"
A couple of years ago, my girlfriend and I shopped at the Levi's flagship store in San Francisco. Next door at Niketown, a line stretched around the block. Even the fashionably disinterested Levi's staff paused at the windows, wondering aloud what was going on. What's everybody waiting for? (read: What I am missing out on?)
For my day job*, last week I participated in a publicity event that involved people standing in line to get their photographs taken with an inanimate corporate icon. No free products, no real juice. I went into it wondering what I'd do to occupy the time. The line never stopped moving. People who waited for fifteen minutes got to the head of the line and asked me what they were waiting for. Passersby stopped and chatted in groups, speculating as to what was going on. Word spread down the queue from one person to another. Some people got their photo taken and came back for another with friends.
I walked away thinking, "People will stand in line for anything." Over the weekend, I realized what a cynical, short-sighted reaction that was. It's not a matter of people being drones. Rather, it directly points to how hungry all of us are to have an experience, to truly connect.
*Although Banana Florist continues to do well, I'm gonna honor #7 of Hugh MacLeod's How to be Creative for awhile longer.
Comments
That's a really great point and something that I strongly believe. People don't connect with companies. People connect with people. Give them more ways to reach you and to touch you so they can have the "experience" you were talking about.
Thanks for making me think on my day off. :)
Posted by: David Kotowski | February 24, 2008 06:19 PM
David: My pleasure.:) Thanks for stopping by and commenting. Hope you enjoyed your cousin's visit this weekend.
Posted by: Joe from Banana Florist | February 24, 2008 10:19 PM