No one knows more about using the new Real-Time tools and strategies to spread ideas, influence minds and build business than David Meerman Scott. He's a marketing strategist, speaker, advisor to emerging companies, and author of ten books including three international bestsellers.
I was in Las Vegas last week speaking on New Marketing Mastery at Tony Robbins Business Mastery and as always when I’m in town I take in the Fountains of Bellagio multiple times. The free show happens many times per day and is one of the top attractions in the city, driving people into the luxury hotel’s high-end shops, restaurants, and casino tables. I was thinking about how the Fountains of Bellagio are a perfect bricks and mortar metaphor for giving away content on the web to drive people to your virtual storefront.
On last weeks’ visit, the Business Mastery event hotel was directly next door to the Bellagio and I was fortunate to be in a room with a balcony and an ideal view of the spectacular water and sound extravaganza. (The photo in this post was taken from there).
My wife and my mother joined me on this visit to Las Vegas and we decided to eat at one of the pricey restaurants in the Bellagio. I have no doubt that my mother preferred this because the fountains mesmerized her as well.
The Bellagio hotel site says this about the fountains: “There is nothing like seeing them in person. The Fountains of Bellagio were destined to romance your senses. Take in a spectacular show of thoughtfully interwoven water, music and light designed to mesmerize its admirers. It is the most ambitious, choreographically complex water feature ever conceived and it’s absolutely free for any visitor to enjoy. Step back, or find a comfortable perch to sit, and watch the dynamic performance set against the backdrop of the Las Vegas lavender sky. Each performance is unique in expression and interpretation so no matter how many times you have seen the Fountains, they always have more in store to wow you with. Fall in love with this unprecedented aquatic accomplishment as you enjoy an enchanting concert of opera, classical, Broadway and pop tunes.”
It’s absolutely true that each show is different. Last week I saw perhaps a dozen shows, mostly from my balcony in the evenings with a glass of red wine.
Yes, the water takes up a big chunk of real estate and the upkeep on the fountains must be substantial, so it is a major investment for the Bellagio.
But it is definitely driving people to the hotel. When we watched the fountains show from the railing along the water, there were hundreds of people gathered. When the show concluded, a large percentage of them strolled into the hotel to check out the shops, enjoy a meal, or play the tables at the casino. Inside the hotel was absolutely packed.
It’s the same on the web. Create free and compelling content and use that to drive people into your products and services.
Most resort hotels would put a revenue generating property on the real estate where the Fountains of Bellagio sits. And most companies sell-sell-sell from their product centric websites.
Resist the temptation to hype products and add value instead. People will be eager to do business with you.