First, my apologies for the sporadic posts. Between the start of the new theater season at my day job, teaching a marketing class here in Chicago and wrapping up some freelance work, life has been a little hectic.
In addition to being hectic, however, it has also been a time when I have learned a lot. For example, at the start of our theater season we host a party for our subscribers and other related friends. It's a big event for us and we put a lot of energy into it.
As the evening ended somebody walked up to me, gave me a hug and said "I love this place". I could tell from the way she said it that she meant it. That it wasn't just a casual thought. She felt something and then felt the need to express it.
I. Love. This. Place.
There's a lot in that statement. Notice for example that she didn't say "I love a particular production". She loved the institution and what the place stands for. That's the point of marketing. It isn't to sell anything. It's about creating emotion. It's about making them feel something.
That's what great organizations do. They may not be able to do it all the time because cutting through the clutter of life and creating authentic emotion is REALLY hard.
But that is always the goal.