UnMarketing: Stop Marketing. Start Engaging, Revised and Updated

27

Raising and Keeping the Bar High—Cirque

AN EXAMPLE OF a company who raised the bar for me and kept it that high is Cirque du Soleil. I first saw them in Las Vegas. The show was “Ka” at the MGM Grand. I had no expectation other than that I was told it was going to be a great show.

From the second I got to the door my experience began. Everyone was in character—from the person who scanned my ticket at the door all the way to the bartender.⁹¹ They all really cared about what they were saying. The bartender didn’t shrug his shoulders and halfheartedly list off the drink options. Instead, he said this is the beer I suggest and this is why I like it. It was like when you ask a waiter in a restaurant what they suggest you order from the menu.

When we entered the theater to see the show, the usher who led us to our seats was so happy to see us and also in character. The way he sat us down really set the tone—he was so funny. The most amazing thing about all of this care and attention to the entire experience was that Cirque du Soleil didn’t even need to do these things because the show itself is so incredible. I would see it again and again just for the show. What sets Cirque even more apart is that the company really understood the experience gap concept. It does not want anything to take away from the experience, not even a rude usher or two or the bartender to hurt it.

What took it to the next level for me, even after seeing Cirque shows multiple times since then, was when I mentioned ...