Monday 5 July 2010

The SCIENCE of sustained Experiential Marketing


For experiential professionals, our main work is born from Brand campaigns, somewhat short lived, with a lifespan of no more than a year at best – but how do you create a sustained experience? How do you create an experience, which lasts twelfth months or more?

Theme Parks such as the DISNEY and UNIVERSAL parks are an excellent example of sustained Brand experiential, with rides focused around a particular brand drive – having a basis in a movie or video game franchise, cartoon or all three; these experiences offer true-life experientials, which are a real extension of the original format.

The 'Theme Bar' and the franchise restaurant/coffee shop e.g. McDonalds, Hard Rock CafĂ© and Starbucks - all real life global brand examples of sustained experiential marketing – with these examples the experience is as much a part of the brand as the food and drink they sell, the brand and the experience are one of the same.

In the retail world, Abercrombie & Fitch and Disney stores are two examples of where the stores are as much the brand as the items they sell. Buying from these stores enhances the product, informs the product and sets the tone of the product at the outset.



Sustained Experiential Marketing is a SCIENCE, here are our 7 Keys to successful sustained Experiential:




Simplicity
The overall idea must be simple, over complicated ideas are by their nature difficult to repeat and are open to interpretation.


Consumer Driven
The Experiential must be created from the view of the Consumer, it is all about them and their experience – consumers must feel they are willing partners in the experience. Like an actor and an audience, one is nothing without the other. Experiential marketing is always consumer reactive - without a reaction from the consumer, it is failed.

Identity
The brand is king and the consumer must recognise throughout that they are in the Brand. By utilising Logo’s, key Brand messages, Iconography and encompass Brand values.

Environment

Every aspect of the environment must be managed, sight, sound, smell, touch and taste must be considered and controlled.

New
The holy grail, is to be new, to be different – but a new twist on a classic idea can be just as valid. Great experiences have been created from the reinvention of classic ideas; brand a rollercoaster and stick against a backdrop from a movie and suddenly it’s an extension of the movie franchise.


Controlled
Timed or not, passive or participative, the decision on which, should be controlled - decided by the marketer.


Executable
Great ideas must be able to be delivered, On paper and in practice – dream big but be able to make it happen and to budget!


Our marketing is a SCIENCE, as is born out of the need to create great lasting impressions on consumers though experience driven initiatives.






























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9 comments:

  1. Great post. I think most brands and campaigns miss the point that every aspect of the environment needs to be controlled, not just a few.

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  5. An impressive post, I just gave this to a colleague who is doing a little analysis on experiential marketing and he is very happy and thanking me for finding it. But all thanks to you for writing in such simple words. Big thumb up for this blog post!

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  7. Nice post.
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  8. cheers guys, I don't blog so often - but Ive started up again..I've much more to share - really appreciate everyones feedback.

    ReplyDelete

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