James Patterson has written lots of books. He’s known for thrilling readers with his engaging style. But he’s never thrilled them like this before. With the launch of Private Vegas, Patterson isn’t just creating a reading experience for consumers, he’s creating real-world, highly engaging experiences for passionate fans. Two in fact.
One lucky (and well-heeled) reader gets a private trip to an undisclosed luxury location and a five-course dinner with Patton. One thousand raving fans will get a special FREE copy of the book, but they must read it in 24 hours, before it self-destructs.
For readers who like the thriller genre, this is thrilling.
Creating experiences for people can make any service, any product, or any event richer, better, and more profitable. Let’s unpack Patterson’s promotion scheme so that you can see how to apply these principles to your own customer experience (#CX) projects.
Richer means more engaging, more details, more memorable, more senses, and more money. Think about it. Without even reading the book, friends and family will hear about the book through their friend’s or family member’s experience. They’ll become participants themselves! How can you enlist your customers’ and employees’ friends and family to become more involved and have more fun in the experiences your company offers?
Better means more enjoyable, more exciting, more vivid, more fulfilling, and deeper. These experiences take reading beyond sitting and turning pages (or swiping screens) by adding a new level of emotional intensity which ultimately makes the experience easier to notice, remember, and share. How can you design experiences at your organization to be better without breaking the bank?
More Profitable means you get to keep more money at the end of the day. It doesn’t mean you get to spend less or work less. Often, you have to work harder behind the scenes to make experiences fun (which makes them spread which makes you money). Patterson’s publisher was bold. They must have introduced a new software platform, public relations program, fan community, and administrative support to make this work. It’s a higher-risk undertaking that changes the rules of the publishing game (making it more like Hollywood film distribution). What can you add to your company’s experiences on the front end so that more people will learn about them, want them, have them, pay for them, and share them?
Think about it. The story about the ‘self-destrucing book’ experience will precede and overshadow the storyline of the book. Conventional wisdom says “Don’t steal your own thunder”, but social media strategies tell us that the number of viewers and participants in brand stories is what really moves the financial success needle.
James Patterson is a top-selling author. Seems to me he’s also a top notch experience designer because he knows that…
Good experience is good business.
Thanks to Jeff Beer for introducing this story.