Choose speciality channel:   Choose sector channel:     Search the site

How to Guide

 

How to approach experiential advertising - the four critical components.

How to approach experiential advertising - the four critical components.

Cannes, the creative industry’s very own experiential event, never fails to remind us just how quickly the industry changes. As technology continues to involve and shape our most basic human interactions, so too the various creative disciplines are forced to think more innovatively to respond to the needs of ever more digitally-savvy and cynical consumer.

What’s fascinating is the changing relationship between brand and consumer – one where the consumer is more empowered and everyone has a public voice.  As this provides a rather large crowd of people to voice their discontent to if they should so choose it comes as no surprise this has led to an increasing number of brands re-evaluating their marketing outlook. Now the customer sits at the centre of a new engagement-focused model.

It is from this new model that Experiential Advertising has sprung – essentially creating distinctive advertising experiences that invite the customer to become personally involved in shaping the brand’s evolution and then encouraging that customer to encourage their friends to also get involved. Regardless of the medium, the experience must require the customer to actively engage with the brand in order for the desired outcome to work.

We have seen many early examples of this – many which rely on the novelty factors of new technologies to engage – but also many more that combine the technology successfully to genuinely engage in a relevant way. For example the Reporters without Borders campaign by Publicis which highlighted the issues of censorship allowed you to interact with President Gadaffi with your iPhone.

Of course great insights learned from data gleaned from online consumer behaviour allow us to construct campaigns specifically to create interaction, something that Wunderman has done with great success with our ‘Help the Oversharers’ campaign for Pringles. This idea used the simple observation that people who share too much irrelevant information online were seen as uncool and needed to be introduced to something that was worth sharing - Pringles.

The purpose of this piece, however, is to explore the four key pillars that are essential for any marketer to consider when thinking about undertaking an experiential advertising campaign – Customer, Brand, Interface and Environment.

Customer

Thanks to the vast array and uptake of social technology, the range and scope of marketing data and insight that can now be developed around consumer profiles is vast. Where do your customers hang out online? What do they say about, and how do they perceive, your brand? And, equally as important, what do they say about others? What excites them? What do they respond to? Who are your biggest advocates and where are they from as there are no international borders online?

Brand

Then there’s the brand which is no longer something solid and controlled, but now very much in the hands and in the imagination of those who interact with it. How the brand’s current and potential future customers see it? How does their perception of it differ and how can advocacy be enhanced (and detractors silenced) with a campaign that actively and creatively invites audience. For example, do you want to reach a new market or new genre of consumer? To do this, you’ll obviously need to put both new and desired consumers at the centre of the creative planning process and this may require you to look at ideas that may challenge the traditional values of your brand – are you willing to do this?

Interface

Bring in the creative technologists! Yes, for every creative idea around experiential engagement, there are literally hundreds of ways to execute it and even more platforms to host it on. This is where one of my favourite parts come in – when we mix our creatives with our geeks to bring a creative and engaging idea to life both online and offline; we affectionately refer to this team as our ‘Creeks’. So often this most important element is overlooked and great ideas flounder.

Environment

Context is key. The environment in which the activity takes place is all important to a consumer’s experience of a brand. Is the idea solely an online interactive experience and, if so, have you made a customer’s point of entry as simple as possible? Have you structured the thinking and delivery around how the consumer will benefit from the experience? Or, will your online experience really be a call to action for a larger event or series of events in real life? If so, the greater the effort the consumer must go to, the greater the reward must be from the brand.

Lastly, while in Cannes I attended a seminar where Aaron Sorkin, the writer of the Oscar-winning film The Social Network and The West Wing spoke alongside The Wire's producer and writer David Simon. The message was clear that engagement on a superficial level is not enough and consumers are tiring of things without depth. Which is a reminder that, at the end of the day, devising something creatively rich and relevant is still the best approach to attract audiences.



coupons viagra prescription discount coupon coupons for prescription medications
viagra discounts coupons viagra discount coupons coupon for free viagra
pet prescription discount card canada drug pharmacy coupon coupon for prescriptions
free prescription drug cards site free cialis coupons
coupons for cialis printable site drug coupon card
national abortion federation missed abortion how much for an abortion
cialis prescription coupon click cialis coupons from lilly
drug coupon click prescription coupons
late abortion abortion pill procedure when is it too late to have an abortion
cialis coupons from lilly asser.nl free coupon for cialis
abortion photos how expensive is an abortion abortion at 5 weeks
prescription card discount go cialis coupons from manufacturer
amoxicillin 500mg capsules how often amoxicillin 500mg capsules how often amoxicillin 500mg capsules how often
late abortion click aborted babies
cialis dose 30 mg click cialis dosage for enlarged prostate
cialis 2 cialis 2 cialis 2
cialis price store lipseysguns.com generic cialis source
concorde link concordia rechtsschutz

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.