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If a planetarium can do it, so can you: How brands can shift toward an experience-led model
Marketers are increasingly promoting the idea of ‘brand as publisher’, with resources heavily invested into content creation to compete for visibility among publisher-biased algorithms on social platforms. But instead of appealing to the algorithm, maybe marketers should consider appealing to the consumer — a rising generation that is valuing brands as experiences above all. Drawing on the experience of Adler Planetarium, a leading national museum that operates as an experience-first brand, this paper describes the art of creating engaging experiences both online and off with the support of a collaborative, creative agency partner.
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Marc Lapides is Vice President, Chief Marketing and Development Officer for the Adler Planetarium. An experienced advertising and marketing professional with more than two decades of experience, Mr Lapides is also an occasional guest lecturer at the University of Illinois, where he graduated in 1991 with a BA in communications. Mr Lapides leads the museum’s marketing and communications initiatives, fundraising efforts, as well as revenue-generating sectors including visitor services, membership, private events, food service and retail.
Caroline Chen is Digital Director at Downtown Partners. She has served in hybrid roles throughout her career as a creative in digital agencies, tackling copywriting, art direction, strategy and community management in emerging areas of social, mobile and gaming. Her accomplishments include developing the world’s first Twitter-fuelled race for Mercedes-Benz and the Super Bowl, and creating a General Mills recipe personalisation app on Facebook. She has also spent time in the start-up world, providing creative direction and social strategy for clients like Google, Twitter and P&G.