storycentral DIGITAL: Publishers to sell experiences and not products
In the last episode of Mad Men (series 1) Donald Draper had his ‘eureka’ moment when he thought he had to reinvent the wheel. Kodak had told him it was a ‘wheel’, when in fact it was the circular cartridge to hold a series of slides for a projector. Don wasn’t happy with trying to reinvent the wheel – it wasn’t a sexy concept – so he took the cartridge home and used it, finally deciding it was more a carousel than a wheel. Of course, being Don Draper, he wowed the client, sealed the deal and sold consumers the promise of the ‘experience’ of the carousel. It was a ride, a journey! You got on and enjoyed the ride, the memories, “travelling around and around and then back home again”. Draper sold his ad campaign by tapping into consumers personal experiences and nostalgia rather than boring their asses off by trying to invent the wheel. The guy’s a legend. Click the image to view the clip. It only runs for a couple of minutes and is perfect for a ‘between-the-cracks’ moment (more on that later..) Please view it – it’s important!