Over the years there have been many attempts to define experiential marketing, and generally they have fallen short. This is hardly surprising, as recognisable examples of the discipline have taken on an unlimited number of forms.
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We’ve all read about mobile, VR, CSR and 360 video, but what are the really new and exciting undercurrents starting to create ripples in the brand experience pool? Regular Event blogger Alex Smith, from Sense, picks his top three.
If adverts were in more real, relevant places, they’d create deeper brand experiences and be more effective, says Alex Smith, planning director at agency Sense.
We’re all familiar with the idea that the world is oversaturated with messages. Advertising seems to be everywhere, always trying to butt in. “What,” we cry, “doesn’t have a brand tastelessly plastered over it these days?”
Diageo’s Ed Pilkington recently stated that brand experience should be at the heart of FMCG strategies. Sense’s Alex Smith reveals three approaches brands can take.
There are two ways to communicate: through abstraction and through experience. Both techniques are commonplace in the world of marketing.
Retailers need to make far more of the special relationship they have with their customers, says Alex Smith, planning director at real world marketing agency Sense.
Customer experience has always been important. Timely delivery and courteous service, for example, have perennially been key to generating loyalty. This has never been more important in the current increasingly competitive business landscape, where many businesses provide similar products and services.
Be real, embrace risk, and people will love you, says Alex Smith, planning director at real world agency Sense.
The walls that surround traditional ‘fictional’ advertising media – the edges of a screen or a page – are not just a frame that allows creativity to flourish within, they’re a cage. They’re meant to protect us, the public, from the idea within, and protect the idea from us.
Marketers should stop playing entertainment at its own game and trade fiction for fact to make more impact, says Alex Smith, planning director at real world marketing agency Sense.
Most marketing copies popular media, usually consisting of a fictional story or vignette residing behind four metaphorical walls. These might be the four walls of a page, screen, or in the case of experiential even the four invisible walls of a site space. Within this space, we try to put on a show, communicate the brand message, and hope people notice.
Identify your consumers’ ‘role’, says Alex Smith, planning director at agency Sense
Back when it was still ‘secret’, the Secret Cinema model effectively involved carrying participants through the journey of the given movie. You’d arrive as an unsuspecting ‘character’, and be drawn through a surprising series of events, all building to a climatic finale, where the film would be shown. For Shawshank Redemption you were arrested, tried, and sent to jail. For Prometheus you were conscripted, sent to an alien planet, and had to battle the force you unleashed. In all cases, you were the character – on an adventure with barely a pause for breath.
Brands should build monuments to their proposition, says Alex Smith, planning director at brand experience agency Sense.
Marketing has a general transience; a temporary nature. Perhaps this is a hangover from media buying, where paying for ad space is essentially an act of rental; of artificially inflating something that couldn’t sustain itself. Therefore, it’s natural to assume that marketing couldn’t possibly last.