Portals: The Best Tool to Reduce Friction in Your Customer Journey
Apr 4, 2024
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Explore the science of anticipation and AI for experiential marketing with David Millay, learn about the role of humor in marketing and cultural phenomena from Troy Campbell. Topics include the psychology of Portals, blending science with art, and the art of 'portals out' in diverse settings.
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Quick takeaways
Portals create positive anticipation and transform mindsets for better customer experiences.
Applying portals in different environments enhances customer engagement and transitions.
Exploring all facets of an idea leads to norm-breaking and impactful creative concepts.
Deep dives
The Concept of Portals and Their Importance
Portals are described as transitional spaces that create positive anticipation and shift people's mindsets. Examples like the entryway into a Disney ride or a sports arena are used to illustrate the concept. Portals help in completing the narrative metaphor of going to somewhere different.
Utilizing Portals in Various Settings
Portals can be applied in different environments like restaurants to create engaging transitions and set the stage for customer experiences. The presence of a greeter or a unique greeting, authentic decor, and strategic cues can enhance the portal experience for visitors.
Applying Portals to Enhance Experiences
Portals play a significant role in settings like the haunted house at Magic Kingdom, where they guide visitors through various stages before eventually immersing them in the main attraction. The process includes unique transitions, engagement elements like interactive mirrors, and reflecting on the experience upon exit.
Seeing Every Shade of an Idea
The importance of exploring all facets of an idea, referred to as 'every shade of blue', distinguishes norm-breaking and creative concepts. Deep dives into theory, emotional resonance, and a blend of art and science are key for generating impactful, innovative ideas.
Crafting Feasibility Studies and Gathering Insights
A feasibility study for an entertainment complex involves detailed questions designed to capture psychographics and subtle preferences of the community. The focus is on framing questions effectively to understand deeper needs and preferences rather than surface-level responses.
Engaging Audience Interactions, Feedback, and Reflections
Encouraging interactive social media engagement, addressing audience questions, and providing useful insights in concise formats are vital for enhancing audience trust and interest in content. Utilizing real-life case studies and practical advice adds credibility and value to the content.
Episode 002: David Millay (https://twitter.com/davidmillay) and Troy Campbell get into the science of anticipation, emo Jimmy Butler, AI for experiential marketing gone wrong, and how Portals help transform customers’ mindsets to enjoy your product more.
Want to talk to David? Email him at davidm@engagemintpartners.com — Show Themes:
Humor in Marketing: Learn about the role of humor in marketing, with a nod to Fall Out Boy’s music video featuring Jimmy Butler.
Cultural Phenomena & Diverse Ideas: A deep dive into why embracing a variety of ideas is crucial for success, including an analysis of an event that didn’t quite hit the mark.
AI in Content Creation: A balanced discussion on the potential benefits and challenges AI presents in the realm of content creation, stressing the importance of human oversight for quality and creativity.
Barcelona’s Sportswear Line: A look at the concept of brands expanding into new territories, such as Barcelona creating its own sportswear.
The Psychology of Portals: Discover how “portals,” or transitional spaces, can set the stage for positive anticipation and transformative experiences.
Blending Science and Art: Troy discusses his unique approach that marries behavioral science with artistic expression, and why it’s effective in engaging audiences.
The Art of Ending - Portal Out: Emphasizing the significance of “portals out” or endings, in contexts ranging from amusement parks to American sports, and their impact on the overall experience.
— Links: • Portals, a deep dive Youtube - https://www.youtube.com/watch?v=kKacL15Mvdo • Emo Jimmy Butler x Fallout Boy • Portals, a written article - https://www.linkedin.com/pulse/portals-how-better-begin-everything-troy-hiduke-campbell-jd32c/ • Willy’s Chocolate Experience - https://www.buzzfeed.com/aglover/glasgow-willy-wonka-event-explained • Barcelona vs. Nike - https://www.forbes.com/sites/tomsanderson/2024/03/23/fc-barcelona-confirms-it-canceled-nike-contract-and-received-218-million-lamine-offer/?sh=45f48a2d794d
— Check Out Troy's Stuff: • Troy's Youtube Channel, Original & Powerful Ideas, here: https://www.youtube.com/@originalandpowerfulideas • On Your Feet (consulting): https://www.oyf.com/ • Troy’s LinkedIn - https://www.linkedin.com/in/troy-hiduke-campbell/ • Troy’s Instagram - https://www.instagram.com/campbell.troy/
