This document discusses lessons that can be learned from the movie Jurassic Park. It emphasizes that the experience is the marketing and that people will feel authentic connections to brands that allow them to create their own stories and memories through experiences. It recommends starting with defining the purpose or "why" of the experience and writing a brand statement before moving toward designing total experiences for customers.

1. Lessons from
Jurassic Park
eduWEB Conference 2011
Jeff Kallay VP, Consulting
a.k.a. “Apostle of Authenticity”

31. Text T4P to INTRO (46876)

71. The
experience
IS the
marketing!

73. “I visited
and it felt
right!”

74. 5000

75. nano

76. 90

77. It’s about
them!

78. Connections

79. Authenticity

80. Stories

81. “I am a man,
and men are
animals who
tell stories.”

82. Stories Render
Authenticity

83. 1. Discover or
Coming of Age

84. 2. Conflict and
Resolution

85. 3. Illustration

87. 3%

88. You have to give
people the tools to
create their own
stories, memories
and experiences.

91. Start with
Why?

93. 1. Start with why
2. Write your experience
brand statement
3. Move toward totality

98. Lessons from
Jurassic Park
eduWEB Conference 2011
kallay@targetx.com
text T4P to INTRO (46876)
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