There have been plenty of discussions about what marketers can learn from Pokemon Go’s mad success. Sense’s Alex Smith pulls out three you may not have considered.
When Satochi Tajiri first created the Pokemon concept in 1995, and released the first two Gameboy video games (red and green) a year later, he would never have envisioned middle-aged bureaucrats running round London (and every other city in the world) trying to catch them all just 20 years later.
The increasing diversity and continual evolution of this growing marketing discipline makes it tough to articulate. But Sense planning director Alex Smith believes he has a solution.
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.
Thanks to Jade Goody and Jeremy Beadle, experiential can help advertising get real and closer to people’s lives, says Alex Smith, planning director at Sense.
Advertising has always been in competition with entertainment media, and has always tried to copy it in order to borrow some of our attention. We’ve seen our love of movies and drama condensed into 30 second spots. Our tastes in art have carried over to print. In infomercials we see the aping of our favourite chat shows, and in advertorials a shameless camouflage of sales in the trappings of editorial.
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?”
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.
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.