Experiential Marketing and Social Media Integration: A match made in heaven

February 6th, 2013

In this day and age no marketer can escape social media as a communications tool: Stationary producer BIC recently joined the ranks of brands like HSBC and Mars, learning the hard way how powerful social media can be in forming a brand perception when consumers took online to publicly criticize the brand’s newly launched “BIC for her” – a pen especially designed for women.

However, allowing consumers to interact with brands and form long-term connections doesn’t only make social networking sites an equally rewarding as well as daunting prospect, but also an ideal amplification channel for experiential marketing campaigns, which offer brands these same opportunities on a face-to-face level.

The integration of social media with experiential marketing campaigns is highly beneficial to any brand: By allowing social media users to share their experiences with their friends, followers and connections, the reach and life span of any experiential campaign can be increased indefinitely. Opportunities to integrate social media into experiential marketing campaigns are vast and varied, allowing brands to appeal to a wide audience of social media users.

Here are a few ways in which to go about it:

  • Announcing the experiential event or tour dates of an experiential road-show on the brand’s profiles across social networking sites – appealing mostly to an “existing brand-fan”.
  • Letting people check-in at the experiential activity via Facebook – appealing mostly to a “social media exhibitionist” (users that don’t mind sharing with others where they are and what they do).
  • Producing a viral that allows people to share the event over and over afterwards.  The more impressive, fun or touching the viral, the greater the chances for it being reposted (consider this when formulating your budgets). An example of an impactful viral for relatively low key experiential campaign is the following viral done by Halo Media, with whom we worked on this paint-by-numbers experiential campaign for Essex Council: http://www.youtube.com/watch?v=oZRInTQT_HA
  • Competitions or incentives to encourage the sharing and liking of the experiential activity on social networking sites – appealing to both opinion leaders (those announcing what they’ve done online) and opinion followers (those mainly sharing and liking other users’ posts and pictures).
  • Hosting a live feed of your road-show or experiential campaign while it is in progress – appealing to those that use social media primarily for information gathering and news.  A good example for a live feed of an international road-show was a blog diary that our promo staff updated daily while being on the road during an experiential campaign on special Promo Scooters for client SANYO. (http://www.youtube.com/watch?v=nooED0JfhGg&list=UUrifJns_KwXfkyEAwq9kZug&index=18&feature=plcp)
  • Using a MyMirror type function, that allows participants to take photos of themselves at the event and instantly upload them to their twitter account or Facebook profile, readily marked with the brand logo – presumably appealing mostly to very vain people that like great photos of themselves (guess that would be all of us then?).

Social media integration can be taken even further to the point where user generated content and live online user participation directly influence the experiential marketing activity on the ground.

Cadbury did this successfully in Ireland earlier this year: encouraging the public in an innovative through-the-line execution to participate in their experiential campaign, Cadbury asked users to tweet #tweet2goo or enter via a designated Facebook App. Every day for one week a giant “Runny Egg” travelling a different location to garner public support “egg-sploded” live (on and off air). Every Tweet and Facebook entry received helped build the egg-citement until the eggs “gooed”. The fun was garnished with a nice incentive: Everyone who tweeted or participated via Facebook was automatically entered into a draw to win Olympic tickets: http://www.youtube.com/watch?v=XrL5JDUGuGE&feature=plcp

Nice work.

And every day brands and experiential providers come up with newer, smarter and better ideas how to integrate social media platforms into experiential marketing campaigns. Social media platforms have given us ample opportunities to magnify our experiential marketing efforts – the worst experiential marketers can do is to ignore them.

Written by Miriam Kuhn, Marketing Manager

How to amplify and integrate your experiential marketing campaign with traditional media channels

November 12th, 2012

In our last post we looked at the reasons behind the importance of amplification in experiential marketing campaigns. It was right around the time when we started patting each other on the back for sharing our insights about the importance of experiential marketing amplification that we realised we didn’t tell you “how to amplify and integrate your experiential marketing campaign”. The next blog topic was therefore a bit of an obvious one really.

As previously outlined, the integration of the experiential activity into a brand’s overall marketing plan is crucial, as the other marketing channels on the plan can be used to amplify the campaign. With the right use of social media the experiential campaign can live on forever; whilst local outdoor ads, press ads, TV and radio can act as powerful reminders. (If you haven’t read our previous post and you think you’re missing out, click here to catch up.)

 

How to amplify your Experiential Marketing Campaign

The reach of an Experiential Marketing campaign can be amplified through integration with traditional media formats

To increase your campaign’s reach to the maximum integration and amplification should be utilised pre-, during and post-event. For this, each of the different aspects of the marketing mix can be used in a specific way to drive traffic to your event:

Press ads and OOH:

These traditional forms of advertising are great facilitators of experiential marketing, especially when used pre-event. Put simply, your ads can be used to announce the event you are planning and tell people where to find it. A simple line in the creative will do the trick.

With a bit of creativity, these channels can even instigate physical consumer action, such as a competition requiring a real-world action at a certain place within a certain timeframe for instance.

 


Radio:

Integrating experiential activity with radio ads works essentially in the same way as amplifying your experiential marketing campaign through press ads or OOH. Using the radio commercial or indeed even getting a DJ on board (many are convinced by a little food hamper or similar) to make a little announcement about your experiential activity can work a real treat. This works especially well because most radio stations have very localised audiences, which allows you to drill your announcement down as far as to the actual city in which your event is held..

Last summer, for example, when listening to the radio in my car, an ad announcing an event at which consumers could exchange empty bottles of shampoo for full-sized bottles of Ojon Damage Reserve Shampoo and Conditioner in nearby Westfield Shopping Centre came on the air. You bet I drove straight to Westfield and picked up my free Shampoo and Conditioner. (See, it totally works!)

 

TV:

When it comes to the integration of TV and experiential marketing, the trend is a very different one: from the “Colgate Cavity test” to the “Special K – What will you gain when you lose?” ad, there is an increasing trend towards television ad content deriving from (or mimicking) experiential campaigns.

Thus TV can become an enormously helpful tool in experiential campaigns. TV cameras work like magnets: Setting up a TV camera at an experiential event can dramatically increase the number of potential customers at your stand. A TV camera will provide a focal point for your experiential event and provide you with plenty of filmed material that can be used as the basis for a TV commercial (and viral).

 

Social Media:

From online announcements to live feeds to user-generated content and online “check-ins” there isn’t a lot social media can’t bring to your experiential campaign. The opportunities to integrate social media into experiential marketing campaigns are so extensive that this topic deserves its own blog-post – so watch this space if you want to find out more.

 

With the endless opportunities to be had, there really isn’t any excuse not to use multiple marketing channels to compliment each other and increase the effectiveness of your campaign across the board through amplification.

So think outside the experiential marketing box when thinking about making the most of experiential marketing!

 

Written by Miriam Kuhn, Marketing Manager

Why your Experiential Marketing Campaign is only as good as its Amplification

October 11th, 2012

 

With increasing regularity brands and agencies are enquiring about how Experiential Marketing Campaigns can be integrated into the overall marketing mix and amplified through other channels. This is actually a very good indication of the growth and success of experiential marketing as an industry: With questions moving from the “why do experiential?” to the “how to do experiential?”, it appears experiential marketing is maturing nicely.

 

How Experiential Marketing differs

Successful integration and amplification of an Experiential marketing campaign relies on the differentiation between experiential marketing and traditional media channels.

We see three key differences between the ‘experiential channel’ and the ‘traditional channels’ (TV, Radio, Press) in the marketing communications mix:

  • The first one is a shift from a mass marketing approach when using traditional formats to a targeted approach during an experiential campaign.
  • The second is concerned with the story-telling during the campaign: Whilst traditional channels usually engage with no more than two senses (sight and sound), experiential channels allow the brand to engage using all of the consumer’s senses
  • And lastly experiential creates a personal first-hand experience for the consumer.

Importantly, no communication channel is “better” than the other per se. What channel is most suitable depends on a range of factors, including who the target audience is and what the communication objectives are. The art is to use the various channels in support of each other during a campaign.

 

The reach of Experiential Marketing Campaigns can be significantly improved by amplification and integration

Amplification through Mass Media Channels

A consumer’s journey to purchase can be guided by an experiential campaign that is amplified through mass marketing channels, which in combination with each other continuously nudge the consumer to purchase:

A person that has initially engaged with a brand through an experiential campaign, have a core brand engagement that advertising and marketing can build on. If this person subsequently sees a TV or print advert, they then re-connect with and re-live this brand engagement. The advert thus acts as a powerful brand reminder.

It is a bit trickier when experiential campaigns are used as an “after-thought” or an “add on” to an integrated advertising campaign: having first seen a mass-market ad, consumers are likely to have formed their initial opinions about the brand already. As such there is a chance that the consumer’s perception may already be that the brand or product is not suitable for them.

Changing this consumer’s mind set is a much harder task to achieve through experiential marketing than introducing an un-biased consumer to a new product.

 

Amplification through Social Media Platforms

For any brand the internet and its opportunities can be both a blessing and a curse: Offering instant two-way-communication with consumers, the internet not only allows brands to provide information to their customers, but also to receive instant consumer feedback and ultimately to build a relationship with their audience. But the two-way-flow of communication is hard to monitor and even harder to control because consumers are free to share their experiences and opinions: positive and negative.

In the case of experiential marketing, however, the opportunities the Internet provides are one of the ultimate reasons why this form of marketing has become so successful. Social networking sites such as Facebook, Twitter and YouTube in particular have significantly contributed to this success by allowing consumers to share event experiences. This of course lends the event credibility through personal recommendation amongst friends, amplifies WoM and allows people to participate in events remotely.

Most importantly though social media platforms provide an opportunity for an experiential marketing event to “live on”. Traditionally, an event ended at the end of the day, week or exhibition. Now consumers will share a YouTube video about the activity, tweet it or comment on someone’s blog about the event – the possibilities are endless and so is the life span of the experiential campaign in today’s social media day and age.

For a perfect example think about the T-Mobile flashmob in Liverpool Street Station in 2009. Very few people will have actually seen it in person, but three years, over 35,500,000 YouTube views and more than 75,000 likes on, you will be hard pressed to find a person that doesn’t know about the stunt. (Just in case you’ve lived on a remote island without television or Internet connection for the last three years, here’s the link: http://www.youtube.com/watch?v=VQ3d3KigPQM.)

 

But just as the integration of the experiential activity into the overall marketing plan can help your campaign go (a lot) further, the opposite also holds true: An experiential campaign that isn’t integrated into the overall marketing plan will, at best, miss out on opportunities to thrive on existing awareness or at worst lose the effectiveness and RoI it could have easily had. There is no point providing the most impressive interaction experience for your brand if it reaches only one man and his dog.

That’s why your experiential marketing campaign is only as good as its amplification.

 

Written by Miriam Kuhn, Marketing Coordinator

 

Why Experiential Marketing cannot afford to ignore SoLoMo

August 21st, 2012

Everybody is talking about it: Deemed one of the most important up-and-coming marketing trends to stay, “SoLoMo” is one phrase no marketer can afford to ignore.

SoLoMo represents the conjunction of using social, local and mobile media, most commonly in the context of smart phones, tablets, or other mobile computing devices.

For marketers the trend of SoLoMo means a significant shift in how they use advertising: instead of using mass marketing channels such as television or print ads to push messages to users, the advertising message is triggered by consumers based on their location and social networking activity.

So far so good. But with SoLoMo being a digital marketing phenomenon, how is it relevant to experiential marketing?

The answer lies in the development of technology: While the first phase of the Internet was about constructing a virtual world that was isolated and apart from the real world, the current phase, driven by the move to mobile devices, is all about meshing together the virtual world with the real world. So with the Internet moving off the desktop, out of the office and into your pocket, it now comes into the street with your consumers – everywhere they go.

And this is the point at which experiential marketers cannot afford to ignore the SoLoMo-trend. Put bluntly, there are two possible outcomes for the future of experiential marketing and SoLoMo:

Either SoLoMo, which is much more quantifiable and measurable, will take over huge parts of many big brand’s marketing efforts and budgets, making it harder for experiential marketing to get onto brand’s radars
Or experiential marketing will start to integrate SoLoMo. If experiential marketing and the SoLoMo trend become an obvious part of each other, we are looking at a rosy future for both marketing disciplines.

SoLoMo and Experiential Marketing

Experiential Marketing and the SoLoMo trend will both profit from integration

In today’s marketing industry, we are moving between brands that are consistently looking for new ways to connect with their customers and consumers who expect highly personalised marketing and shopping experiences. This is good news for both, experiential marketing and the SoLoMo movement, as they are both built on and profit from these trends. A partnership between these forms of marketing therefore seems obvious.

 

As such the only question remaining is this: How can an experiential campaign integrate SoLoMo?

1.) The Social: Integrating social networks into experiential campaigns is no new idea. Integrating social networking sites the SoLoMo way, means using them to guide consumers to your brand’s events based on their social media preferences and their location:
• Announce your experiential roadshow locations on Facebook to allow people to participate in any of your brand’s events local to them.
• Let people “check in” on social networking sites online when they are participating in your experiential event
• Tie in rewards schemes to encourage them to use social networking sites to share their brand experiences with their friends and followers.

2.) The Local: Tying the local aspect of SoLoMo into an experiential campaign is the obvious one: Let people know exactly where they can find your brand or product after experiencing your promotion.
Due to their highly localised nature, most experiential marketing and PoS campaigns are already exploiting this by choosing a promotional space close to the relevant shop or display. But this can be taken even further: Think about possibilities like using mounted touch screens or I-pads in your experiential marketing activity, allowing people to type in postcodes to see the nearest distribution points to their chosen location.

3.) The Mobile: Many experiential marketing campaigns are already experimenting with the integration of mobile. Why not collect people’s phone numbers (and consent!) during the experiential event and send them text message updates, vouchers or maps? But beware: If you do decide to go down this route, it is vital to ensure that any messages you send are HIGHLY RELEVANT to the receiver. Irrelevant text messages are considered the greatest advertising offense known to mankind by many consumers, so make sure you get the content and timing of this marketing opportunity just right.

Love it or loathe it, the SoLoMo trend looks likely to be around for a while. The best way to deal with this new trend is to embrace it. (Now we don’t suggest you jump on every trend, but this one seems worthwhile.)

Marry your experiential marketing campaigns with the SoLoMo approach and you will find your campaigns have instantly improved both their reach and their relevance for your target audience.
If nothing else, you’ll appear knowledgeable to the brand manager at the opposite end of the table. Not a bad start at all.

 

Written by Miriam Kuhn, Marketing Coordinator

Should Experiential Marketing be measured like Traditional Advertising?

May 21st, 2012

Despite their increasing popularity, experiential marketing campaigns are deemed resource intensive and increasingly clients and agencies find themselves in a position of having to prove the potential RoI an experiential marketing campaign can bring to the table before experiential marketing can be considered or included in a brand’s overall marketing plan.

Clients and Media Planners have become used to being provided with cold, hard and re-assuring figures when taking out traditional advertising: magazine circulation figures, TV viewer ratings, Internet click-through-rates and even opportunity-to-see figures for traditional OOH billboards seem vital in convincing clients and agencies that their spend on the medium in question is a worthwhile one.

In comparison very little (if any) such benchmark data is currently available for experiential marketing. And where data is available it doesn’t look too promising for experiential marketing at a first glance: Reaching fewer consumers during an event as compared to a print advert or TV commercial, experiential marketing campaigns compare unfavourably to any other medium if looked at on Cost per Thousand (CPT) or Cost per Contact (CPC) basis alone.

But this is just scratching the surface of ad-spend-justification. The like-for-like comparison between an experiential marketing event and other forms of advertising purely on a CPT or CPC level fails to consider one imperative aspect: The quality of the lead or contact made.

Whilst there is little doubt that experiential campaigns typically carry a much higher CPC than traditional advertising, they fair about even if compared on a Cost per Acquisition (CPA) basis and will come up trumps if the quality of the lead, contact or acquisition is assessed against those traditional forms of advertising have produced.

In the perceived need for experiential marketing to justify its higher CPC over traditional advertising, it appears the most basic and most important advantages that experiential marketing has to offer over traditional forms of advertising channels in the first place have been disregarded entirely:

Engaging the consumer at a personal level
Generating a genuine connection between the consumer and the brand
Providing a tangible and memorable brand or product experience
Allowing for time to be spent with consumers, observing their reactions, interacting with and learning from them
Reducing time to inspire action among participants

And there is more evidence suggesting that if including additional factors as a basis of comparison, campaign measurement will prove experiential marketing campaigns more lucrative than traditional forms of advertising:

One of these factors is measuring the generated Word-of-Mouth of any campaign: Few would argue with WOM being an important aspect of how we reach our target audience – most consumers are heavily influenced by their peers. And there’s no doubt that a positive consumer experience drives extensive WOM – both online and offline. Arguably, this generates a far higher quality of reach than more traditional media.

And consider the new “TV commercial content trend”: With on-demand TV services rising, ads are struggling to get the views and cut through promised by viewing figures. It comes as no surprise then that brands such as Colgate are leading a trend towards experiential campaigns providing the ‘content’ in their TV communications. (See here for the Colgate Total TV Ad). Surely this wouldn’t be the case if experiential marketing campaigns weren’t effective in the first place?

But even when compared purely on an equal level with traditional advertising, it appears Experiential Marketing is not doing so badly after all. Where clients use independent research agencies evaluating experiential campaigns by the same measures as other channels – brand awareness, advocacy, perception, propensity to purchase, sales increase etc. – Experiential Marketing campaigns are proudly holding their ground.

As such the debate over the measurement of experiential marketing’s effectiveness vs other communication channels therefore throws up a few interesting questions: Is a direct comparison between experiential Marketing and traditional advertising channels needed at all? And if so: How do we best compare it? Is it really wise to try and adapt a basis by which Experiential Marketing can be measured consistently against OOH Opportunity-To-See figures, for instance, and therefore disregarding the quality of leads generated by any advertising campaign altogether? And by providing leads with a much higher chance for conversion to loyal consumers, making a much greater impact on the target audience and causing considerably less wastage, couldn’t it be that an Experiential Campaign might be the thing to live up to when comparing advertising options like-for-like?

Perhaps it is time that we review the way in which we measure advertising effectiveness altogether rather than expecting Experiential Marketing Campaigns to try and compare to other advertising options within what appears to be an outdated and flawed system in the first place?

We’d love to hear your views.

Written by: Miriam Kuhn, Marketing Coordinator, Ambient WW

How measurable is Experiential Marketing really?

April 23rd, 2012
Aldo's experiential campaign in Oxford Street

Aldo's Experiential Marketing Campaign in Oxford Street was a great hit on the day. But did the campaign contribute value to the brand long term?

In a world where consumers are faced with more choice than ever and brands need to stand out from the crowd, Experiential Marketing has, unsurprisingly, quickly become a favourite with advertisers. But, with cost per contact typically being higher than many other forms of marketing, clients and agencies alike feel the increasing need for justification on experiential spend. Unhelpfully, Experiential Marketing has developed a dubious reputation for being un-measurable over the years.

In reality, however, Experiential Marketing is not only one of the most measurable methods of marketing around, but also one that can provide unique insights into consumer and brand behaviour when used with clear objectives. Experiential Marketing Campaigns can be measured in two stages: The Activity Stage that measures the immediate reach of the campaign and the Effect Stage that measures the extended reach of the Experiential Marketing Campaign.

Measuring the immediate reach of an Experiential Marketing activity requires agencies to track the results achieved on the day of the activity. This includes, for example, how many people engaged in the activity, received a sample, took a leaflet or left their data.

The more heavily debated (and often doubted) point is whether an Experiential Marketing campaign creates and adds value to the brand in the longer term and if this can be measured accurately or at all.

The good news is that as the Experiential Marketing Industry has grown, several ways of measuring the effect of Experiential Marketing Activity have become customary:

  • Sales vouchers and money-off coupons are often used to get consumers to purchase post event. From this, redemption rates and sales uplift can be measured during and after an Experiential Marketing Campaign.
  • If the campaign was aiming to collect as much consumer data as possible, then measuring both the quantity and the quality of the data becomes an important factor in determining the success and effect of the Experiential Marketing campaign.Many agencies now also use video or pictures of the interactions with the brand to show the emotional reactions of the consumer. Reactions from participants (good and bad) are a valuable resource for the client going forward, providing unique insights into the brand perception and consumer attitudes.
  • Using surveys, questionnaires and sales-figure-tracking to measure the long term effects of the Experiential Marketing will help identify post-campaign change in consumer behavior and could prove increased trust and confidence in a brand.

And these are only just the basic measurement options for a stand-alone Experiential Marketing campaign. To lend an Experiential Marketing campaign immortality and to further extend the reach of the campaign, it should travel into the digital space, which has become a key tool in the spreading of WOM and sharing the positive brand ‘feelings’ created by an Experiential Marketing campaign.
Measuring these interactions is a key element in providing evidence of a successful piece of Experiential Marketing activity, so make sure you get your campaigns integrated with your social media streams and count your Facebook friends, brand likes and Twitter followers.

Whilst all these measurement options clearly demonstrate that the effect of Experiential Marketing is very measurable indeed, the Experiential Marketing industry still has some work to do until the measurement issue is completely resolved: The measurement of Experiential Marketing on a campaign by campaign basis is not a long-term-solution to the problem.
Industry key players need to develop a more strategic view on the effectiveness of Experiential Marketing and will hopefully soon agree an industry standard ROI framework for agencies to follow that will provide clients with the same familiar measurements as employed by more traditional forms of marketing, helping to install and increase trust in Experiential Marketing.

 

Written by: Miriam Kuhn, Marketing Coordinator

The secrets behind the successful measurement of Experiential Marketing

April 5th, 2012

 

Measuring the success of experiential marketing campaigns comes down to three simple basics

Measuring the success of experiential marketing campaigns comes down to three simple basics

In the increasingly intense battlefield that is consumer marketing, experiential marketing is growing in popularity due to its ability to engage consumers in a memorable way and to build meaningful, long-lasting relationships between brands and consumers.
But with experiential marketing campaign’s cost per contact being far higher than any other advertising medium, agencies and clients alike are gradually growing concerned about whether their spend on experiential marketing campaigns can be justified. The key questions have become: “What value do experiential campaigns add to the brand?” and “How can this be measured?”

The debate about whether experiential marketing is measurable is an old favourite. The fact is that when planned and implemented effectively, experiential marketing is one of the most measurable media around. And the experiential marketing industry has worked its socks off proving ROI on their campaigns to justify being awarded larger parts of brands’ overall marketing budgets.

The point that is often missed in this context, however, lies in the preparation and strategy behind the experiential campaign and its measurement. Any successful measurement of experiential marketing relies heavily on three basic requirements that are often overlooked:

The formulation of clear objectives before campaign start:
This is the most fundamental part of campaign measurement anywhere and yet it is frequently ignored: Without formulating clear objectives outlining what the experiential marketing campaign is looking to achieve, it is impossible to measure how well it has achieved its goals afterwards.

The measurement of the experiential marketing campaign in two stages:
The first stage of measurement for an experiential marketing campaign should be the activity stage, where the immediate reach of the campaign is determined. How many people have participated in the campaign, taken a leaflet, spoke to a member of staff etc? The second stage of post-campaign-measurement is the effect stage, demonstrating the “extended reach” of the campaign: Have sales figures increased, have consumer attitudes changed, are people blogging about the product?

Properly enabled post-campaign-measurement:
Agencies cannot evaluate the effects of their campaigns without key information that is only accessible by their client. In order to achieve accurate post-campaign measurements, clients need to share their research that shows propensity to purchase following campaign activities (e.g. sampling of a product) so agencies can project life time values and returns from the campaign.

It is only once these rudiments have been established and incorporated that the successful measurement of an experiential marketing campaign becomes possible. And it wouldn’t be surprising if it turned out that many experiential campaigns claimed to be un-measurable failed on at least one of these counts.

Written by Miriam Kuhn, Marketing Coordinator

Brand Bonding – Are some brands missing the Experiential Marketing trick?

March 15th, 2012

 

 

 

 

 

 

 

 

 

 

 

With great advertising opportunities like the Jubilee celebrations, the Olympic Games and Euro 2012 almost upon us,brands will face the harder-than-ever task to build relationships with their audiences due to the high volume of advertising experienced daily by consumers.

But help might be at hand: Last week consultancy Creston Unlimited published their “Brand Enrichment Report”. The report identifies pleasure, responsibility and status as the most influential factors for consumers when choosing a brand.  But appealing to these factors alone won’t cut it for brands – in fact the report exposes several areas where marketing is failing to make the most of these connections. And this is mostly down to whom brands are targeting.

Some target groups are more desirable from a marketing perspective than others. Not a revolutionary insight admittedly – brands and marketers have known for ages to target the ABC1s, the city workers, stable family units, yummy mummies, males with high disposable income… Well, it turns out brands are missing quite a few tricks by targeting these audiences, as they perceive brands to have little or no influence on their quality of life.

The people brands should really be targeting as revealed in the report, are, controversially, the ones on a low income, particularly woman and single parents. These audiences overall gain far more from brands than average, the research showed, and claimed that brands improve their lives. Low-earning women feel particularly enriched by brands and the same holds true for single parents, for whom brands can act as “surrogate partners” as well as providing escapism.

But single parents rarely feature in advertising and you almost never see the C2DE demographic as a target audience on a creative brief. This is a profitable missed opportunity for those in charge of brand communications, demonstrating that companies across all sectors still have much to learn about what consumers gain from their relationships with brands.

There are a number of obvious reasons though, why brands target whom they target. These are mostly linked to brand image: Brands fear for their perceived value and status when positioning themselves as the single parent, low-income-audience-brand through mass advertising.

So we suggest they don’t.  (Bet now we’ve got you scratching your head.)  What you really want to do is approach the C2DEs first-hand. Filter out single parents and those on low income and talk to them directly. Build on their desire for a personal, in-depth relationship with your brand and exploit it to the full.  This is not something you achieve through mass advertising – you best achieve this through an experiential marketing campaign.

Experiential Marketing allows brands to engage with consumers on a personal level, by delivering one-to-one brand experiences and fostering emotional connections. The best way to get someone to like a brand is to encourage them to try it out for themselves, which is exactly the type of experience an Experiential Marketing campaign is looking to promote.

An Experiential Marketing activity is also designed to filter target audiences better than a mass communication tool. The experiential activity can be planned and set up to seek out the C2DEs and single parents. This way brands can optimise their spend by reaching exactly who they set out to reach.

Experiential Marketing is also often useful in enhancing brands’ CRM efforts. Data-capture mechanisms such as Digi Walkers, face-to-face surveys and questionnaires work very well during Experiential Marketing campaigns and will increase the ROI of the Experiential Marketing Activity immensely.

Experiential Marketing could just bring the best of both marketing worlds within a brands’ reach: If a brand is looking to engage with single parents or hoping to build long-term relationships with low-income audiences, Experiential Marketing is a great way to exploit the brand bonding opportunities with these highly loyal target audiences, without compromising the brands’ image and status.

Written By: Miriam Kuhn, Marketing Coordinator, Ambient Media Worldwide Ltd

Sources:

Barnett, M. (2012), “Laid Bare: The facts about brand bonding”, in Marketing Week, [www] http://www.marketingweek.co.uk/trends/laid-bare-the-facts-about-brand-bonding/4000383.article (last accessed: 14th March 2012)

Creston Unlimited (2012), “Brand Enrichment Report – Creating effective brand value”, [www] http://www.creston.com/Documents/Studies/Brand%20Enrichment.pdf (last accessed: 15th March 2012)

BooBox the sampling machine launches!

July 4th, 2011

Our team in the Ute - stuffed full after Marketing Week Live!

 

 

 

 

 

 

 

 

 

 

 

 

A busy two days at the Marketing Week Live exhibition at London’s Kensington Olympia last week resulted in this amusing photo of our team heading back from the show in a fully laden ute along with two recent additions to the team.

Our mannequins, Nicole and Danny, featured prominently in our stand wearing our Look Walker and Look Walker Digital respectively!

The show also included the first UK appearance of our revolutionary Sampling product: BooBox – the interactive sampling vending machine (pictured below).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The BooBox enables brands to distribute product samples in exchange for consumers’ details. A variety of vending options are available and brands can display video, print vouchers, scan codes and integrate sampling with social media.

Further information on this and all of our products can be found at www.AmbientMediaWW.com

Jonathan Schultz

Director

Nissan Juke – 3D Light Projection

October 19th, 2010

3D Digital Light Projections are becoming more and more popular and brands are beginning to take serious advantage of the creative possibilities they provide.

This recent campaign for the launch of the new Nissan Juke is an outstanding example and really illustrates the audio, visual and creative capabilities.