As a way to create a more engaging, interactive and creative way for consumers to experience brands, stores and events, expect to see more “blog bars” (computer terminals which give the public the ability to post in real time and on location) to pop up in such settings. Consumers will have the opportunity to post fresh thoughts and reactions, pose questions, and receive immediate response. Art Basel recently featured a blog bar, and The Metropolitan Museum of Art is currently hosting a blog bar, with eight computer terminals, at their current blog.mode: addressing fashion exhibition. The public can post their reactions to the show and ask questions which curators will respond to; in short, the blog bar is meant to “provoke commentary.” Excerpts of the blog will be included in the post-show book in order to document the impact of the exhibit and attendees’ participation.
How could you bank marketers or credit union marketers use this idea? Well, all financial institutions claim to care about customer comments and opinions. How about actually delivering on this statement by placing blog bars in your branches where customers can post comments about their banking experience directly onto your blog? This is especially relevant if you are making a concerted effort to target Gen Y folks.
Young people often tell us how important their online lives and identities are, so the ability to immediately link participation in a real world event to the online world only adds value to the experience. Additionally, expect physical spaces to increasingly include virtual components, creating a mash-up hybrid environment.
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