Tip:
Highlight text to annotate it
X
Erik: How do you create more memorable consumer experiences?
Jason: Creating memorable consumer experiences I think has everything to do with knowing
your audience, and nothing to do with what you're selling or showing, or providing. If
you can't be inside of your audience's head to understand what's relevant to them, what
they want, what excites them, what saddens them, then you're going to be doing something
for yourself, not for them. In the case of our Sungevity project, which we created a
solar-powered ice pop truck and ran it from Boston to Baltimore. To launch Sungevity,
a residential solar-power company's entrance into the East coast—they're a West coast
company. It was summer and people are hot, and they're coming off the train from work
and getting back to their house or the station or whatever it is, so we gave them ice pops,
we didn't stop them and show them how residential solar-power could save them $150 a month,
so part of that decision and getting to that point, to do an ice pop truck was what are
gonna make people smile or make people happy and make -- and what do people want when they're
in the situation of coming off a train, let's say, which -- because we went to a lot of
stations, train stations, to get commuters because this is where their target audience
was. But we led with the ice pop, it was an ice pop truck, it was a solar-powered ice
pop truck, you clearly saw the solar panels on it, but we weren't leading with getting
solar power. And I think that that's the difference in how you can make a launch successful and
people -- getting at the hearts of people so that they can -- they will actually listen
to what you have to say, because after you have an ice pop in your hand. And there's
an iPad sitting right next to you, the truck and then you're sitting down this little picnic
table thing and you're looking at a big giant graphic ice pop that has this crazy statistic
info-graphic on top of it, you're like, "Oh, look at that." And you're sort of more susceptible
to hear about how solar panel -- solar power is maybe more beneficial than the power that
you currently have.