3 Things You Must Do to Create a Great Consumer Journey - A Treasure Hunt - The Loyalty Loop

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AUDIO
Bon Dia Loyalty Loopers! This week I’m in Lisbon Portugal where yesterday I spoke to 500 advertisers, marketers, brands and agency execs about treating your marketing like a product...
[clip] [music]
It was awesome. And Lisbon is a pretty spectacular place. But, today, we’re going on a treasure hunt. That’s right - a real Indiana Jones-style search. Why? Because in this video I’m going to reveal the three things that you must do to create a great consumer journey.
It’s the same three things that 6 million people around the globe have learned by going on their own treasure hunts and what we uncover will help you create a better journey for your customers, clients and prospects.
We’ll take a train ride to the charming Portuguese town of Sintra and if we’re lucky, we’ll find what we’re looking for. But more importantly, you’ll learn what one survey of 1500 treasure hunters can teach us marketers about the search experience. And what we find will surprise you - it certainly surprised me.
All of that and more on this version of The Loyalty Loop…from Portugal.

MUSIC
Over the past three weeks we’ve been exploring ways to embrace the search and today, we’re going on a special kind of search - a treasure hunt - called Geocaching!
Here’s how it works...
A geocacher hides a treasure box and registers it with the geocaching app. Now, when they hide it the geocacher gives you some hints, a couple of gps coordinates, and often a little narrative to help players like us find the treasure and then the search begins...
Now we’re on our way to find this Geocache… O Cantinho Secreto De Sintra - which means something like - the secret corner of Sintra… Everyone loves a secret...
There are millions - yes - millions of geocaches hidden around the world - in fact there are more than 3 million hidden treasures across all 7 continents (even Antarctica).
As a guy who travels the world as a profession I can tell you that there are geocaches everywhere. I’ve located them in Dallas and Detroit - Austria and Australia - I’ve even found them in my own neighborhood back home. But here’s the question I want to explore with you: why do people geocache?

Five years ago a couple of students from Worcester Polytech in Worcester Massachusetts had the very same question: Why DO people geocache? So, they conducted a global survey and asked 1500 active geocachers a series of questions to uncover exactly WHY they geocache.
What’s really amazing, is that the survey answers help point the way to creating an amazing consumer journey.
But before I reveal the insights from the survey… let’s go find this cache...

[lorigrimm]

The thrill of the chase, applied to marketing. You had mentioned geocaching in your book, Town, Inc. and now I better understand its magic, thanks for the video!

[AndrewDavisSpeaker]

Crap. I just noticed that I put the wrong 'show' graphics... sorry about that. :) (Moving too fast... maybe I need to down....)

[phylliskhare]

Got here by following your link in your email signature -- a little treasure hunt of my own! What a wonderful video - and a wonderful style. Nice.