How powerful is a name brand? When does it become a photography moment or selfie-worthy? For this new selfie world, you cannot be understatedly elegant, you have to be loud and literal.
Recently I attended a healthcare conference in Chicago and on my way to an architectural tour boat trip on the Chicago river, I was taken aback by all the people stopping to grab a selfie or photo of the Trump building. The Trump name was emblazoned at just the right size and height; it had been optimized for photos and selfies—too high and you couldn’t see the name, too low and it would not fit in the photo frame. Given Mr. Trump’s high celebrity status, it didn’t surprise me that a few people were taking photos, but the volume of people, very old and very young equally, snapping photos did.
If it had been just a Trump building without the name, would people have stopped? I don’t think so. The selfie opportunity made it abundantly clear where you were and it provided instant proof of a brush with celebrity significance.
Selfie moments should be the motivation for experiential marketing – even when you are constructing a building or placing a monument sign. It is more than identification or directional. It is an opportunity for sharing a moment in time.