Meet Girl Talk. He’s a DJ extraordinaire. As you will see in a minute, his live show captivates young audiences. But what the New York Times does in this short concert video is something essential when communicating with cultural consumers—it’s called a knowledge transfer.
It’s a good guess that cultural consumers are The NYT’s core audience-regardless of age or ethnicity. Thus, they love learn. So the NYT gives a sneak peek at a run-through with Girl Talk before the audience arrives. Blink and you’ll miss it. Ooops, I blinked. Have to hit replay.
In a flash we learn something more about the artist’s process. We get insight we otherwise wouldn’t have. Thanks, New York Times—we love you and will visit you and tweet you up and oh…yes…post a blog. You follow me?
Why are knowledge transfers so sticky?
As learning becomes more about lifestyle (experiential learning) and less about school (seat learning), people want to learn in lots of places in lots of ways.
Why is this such a powerful tactic for a brand? Because research shows that cultural consumers are also radiant. They generate lots of content. They’re mavens. Because they thrive on information and ideas to fuel their creative self-expression, they will reward a knowledge transfer with buzz–digital and otherwise.
Want to learn more about how to master authentic knowledge transfers? There are more easy tips on how to achieve knowledge transfer that will make your communications hot, sticky, and viral in my eBook. No worries. It’s free. No strings. And it’s chock full of useful advice and examples.