Sneak Preview: A Chat With Nick Dan-Bergman About Experiences
Nick Dan-Bergman is VP, Marketing & Insights at LaneTerralever (LT) and will be one of our featured speakers at Street Fight LIVE on November 7th at Meta’s Chicago headquarters. This one-day summit will be an amazing interactive experience (in the tradition of Street Fight gatherings in years past). So, we picked Nick to feature this week because his agency is all about EXPERIENCES.
Thanks for talking to me, Nick! What prompted you to get into the agency world?
“I’ve always been naturally curious and constantly asking questions. (Just ask my mom!).
It wasn’t until later that I realized this curiosity could be channeled into a career. Understanding why consumers make decisions and adopt certain technologies fascinates me and are areas the C-Suite is seeking insights on to help guide their decisions.
The agency world offers the perfect blend of business acumen and creativity, allowing me to explore these interests deeply and see how they apply across several industries.”
What changes have you seen over the past five years?
“Various industries have started to converge. In particular, our work with casinos, traditionally linked with hospitality, increasingly intersects with attractions. Although these sectors may not see themselves as part of the same business, they starting to compete in the entertainment space for the same share of the consumer’s wallet.”
Why are entertainment and experience more important than ever for multi-location (MULO) brands?
“When the Mall of America opened, it was a novelty. But now, finding a mini amusement park and activities within a shopping center is commonplace. Pickleball centers are taking over some of the spaces left empty by big box brands. Many retailers and restaurants offer interactive experiences, and their loyalty apps have gamified shopping and dining.
Smart MULO brands ask themselves, ‘How can we make our brand experience easy, fun, memorable, and omnichannel (in other words, how does the online experience relate to the brick-and-mortar one.”
How does LT use research/data to contribute to brand results?
“We continually study consumers and operators to identify gaps and opportunities. Our most recent study, conducted in partnership with IAAPA, focused on the role of attractions and entertainment in consumers’ lives. By leveraging this research, we gain valuable insights that enable us to develop targeted strategies, ultimately driving brand success and enhancing the overall consumer experience.”
What do you think the role of AI will be in your business?
“Many claim to have AI in their offerings, but it’s often oversold and become an overused buzzword. That said, those brands and agencies that are adopting it now can gather data at record speed, personalize offers, respond immediately to consumer behaviors, and come up with more competitive offers. We’re encouraging our team to try different AI tools that the agency pays for and create an environment that is comfortable with failures as long as we are learning along the way. We adopted a mantra of FAFO that is embraced by our CEO on down.”
What are 3 predictions you have for the future of MULO brands in the entertainment space?
‘That’s a great question. I don’t see the need for entertaining, educational, and age-inclusive ‘moments’ slowing down any time soon.
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- The commercial real estate sector, especially malls, will witness new entrants like Netflix driving more foot traffic by creating immersive experiences.
- Brands that master the art of leveraging intellectual property (IP) in a meaningful and engaging way will emerge as leaders in the entertainment space.
- There will be a stronger emphasis on integrating digital and physical experiences, creating seamless, multi-channel engagements that captivate and retain consumers.”
Thank you, Nick! We’re looking forward to hearing you talk at StreetFight Live about what types of experiences consumers are looking for these days, how MULO brands can create them, and why the agency of the future needs to be creative AND data-focused.
