Ever notice how there’s something special that happens during a live show, something that simply can’t be bottled and captured? How you just “had to be there”? That’s because, as humans, we want to be part of something special, part of a story, a narrative. And being at a live show represents a once-in-a-lifetime opportunity to be a part of something special/unique — if even just for a few hours. What you’re witnessing can simply never be replicated (well at least until tomorrow night).
You’ve probably been hearing, or witnessing,the differences between Les Mis the movie and Les Mis the live show. And I’d be willing to bet that most everyone who has seen it live will recommend the live version — it’s truly something special. But many will also say that the movie is also good. Good — not great. The difference (besides a Javert who can be the appropriate foil to Jean Valjean) is the experience of the live show. (Carmen Voilleque does a great job of articulating this in her recent blog post.) But most of all, it’s special. What you see live can never be exactly replicated, by it’s very nature — it’s remarkably special, and the audience is in on it.
And as true as that is for Les Mis — it’s doubly true for your brand. Allowing your audience to be “part of it,” to be part of the thing that is unique and special will only solidify your brand image. But you don’t get the opportunity to produce a “live show” on a daily basis like they do on Broadway. You have have to invent ways that allow your audience — customers, stakeholders, the opportunity to become part of it.
You can do this any number of ways, but by far the easiest is with your social media accounts. Use these to create transparency between you and the audience. Let them see behind the curtain, to be a part of your company. If you let them in — you’ll find you help them to become part of the story, effectively enlisting them as part of your audience during the live show. The lift you can get from allowing them in is both substantial and profitable.
And if you’ve never seen Les Mis live — look for it at the next opportunity.