After a break for lunch and a very interesting presentation by Google regarding their display advertising capabilities, there was a session by @BradBerens, Chief Content Officer, Digital Marketing Sector. He started out by illustrating that Shakespeare created one of history’s most powerful brands. He was able to do this because of the resources and skills available to him. He was an actor, sharer, theatre owner, and writer/dramatist. By understanding the environment, and owning the Globe Theater, he was able to move from simple meaning transmission to environment cultivation.
Berens condensed Shakespeare’s marketing brilliance and methodology into his use of space, time, and identity:
- Space – Context is critical, and Shakespeare created a different kind of emersion – a “theater in the round” – which created a unique viewing experience for participants.
- Time – He compared watching The Globe Theater to watching a football game today. It was powered by the presence of other people and their shared emotion.
- Identity – Shakespeare divided his audience into “first timers” and “loyal customers,” writing dynamic storylines where he created a sense of discovery for first timers, and a sense of expertise for repeat viewers.
He broke down the foundation to friction and frames. Friction leads to satisfaction, whereas framing is how you experience the context of the message. His stories created friction, and The Globe Theatre created the context.
Marketers have the ability to use marketing experiences and technologies to create deeper bonds with and between people and to give them more richly satisfying experiences in relation to our brands. Brands should strive to create an environment where consumers contribute, get to be creative, and feel like experts using Shakespeare’s techniques.
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