If a planetarium can do it, so can you: How brands can shift toward an experience-led model

Marc Lapides and Caroline Chen

Journal of Digital & Social Media Marketing, 2016, vol. 4, issue 2, 123-130

Abstract: 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.

Keywords: experience marketing; experiential bran; museum; advertising; case study; curation; authenticity; nonprofits; brand as publisher (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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