Value In Marketing: How Leaders Can Better Reach Audiences
If your brand doesn't deeply reach your audience , you're leaving value on the table. A clever title and a beautiful image are not enough. You need to communicate with people in a meaningful way. Meaningful relationships are built on real, measurable experiences .
Today's media landscape is highly fragmented and consumer trust in advertising is rapidly eroding. People can choose, and they know it: 73% of customers say interaction with a product is more important than quality or price. People want to know your brand before they decide to dance with you.
Enter the era of "historical life".
Narrative doesn't work. You have to involve your audience in it . As marketers of the future, our mission is to help brands move from storytelling to storytelling. Get off the roof. Combine physical and digital dimensions to create unforgettable moments with customers in their hearts.
When one of our clients, Clinique, launched a new skincare line, my team announced at a pop-up in Soho, a first for the brand. We've created a comprehensive content playground to engage and educate consumers, create user-generated content and drive purchases. Virtual Reality (VR) and Augmented Reality (AR) technologies have helped us expand our efforts with real-time video and photo capabilities and custom LED totem poles.
We've created a powerful platform for campaigns that resonate beyond the New York event. You must act strategically to build the right emotional connection. The magic is the transition from a standard 2D brochure to a 3D 'brand world' for real brand appeal.
This is only possible because forward-thinking marketers understand the importance of experience in influencing marketing to achieve brand and business goals.
The art of experience becomes a science.
As well as the quality of the moment, the joy of customer relationships has led to valuable new insights. Our innovative facial recognition software collects important demographic information, telling us who attended the event and which influencers brought them there. Stream tracking allows us to better understand audience preferences and improve the integration of offline and online communications.
Just as experiences need to be real to your customers, your customers need to be real to you. who are they? Where do you eat and why? Where do they shop and why are they there? The answers to these questions provide a scalable experience.
Data makes the difference between a traditional event planning agency and a future-oriented company. Brands that choose to adapt use the power of technology to run test campaigns. If a complete ecosystem of experiences isn't at the heart of your marketing strategy, you're leaving exponential value on the table.
From a good idea to a long one
Courage lives in a campaign built on a sacred "big idea." It informs every marketing strategy, from media to talent to social media. Result? A universal tool for the mass market.
It turns out that today's consumer doesn't want to be one of "as many people as possible." Rather than practical observation, they prefer to get rich and create new relationships. According to a past survey of event marketers, over 90% of consumers feel more connected to brands after an effective experiential marketing effort. They want a personal and meaningful interaction with their brand.
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Challenging short-term buying methods are no longer needed; Dense organic human content is king. This is another reason why knowledge is so important for experienced marketers. This is a unique opportunity to create a real long-term emotional connection.
When fashion brand Golden Goose wanted to reach Gen Z, we collaborated with them on a concept with multiple columns and endless waves to turn a "big idea" into a "long idea". Instead of doing regular fashion shoots, we move from 2D photography to 3D thinking for our clients. We build fashion shows, skate parks and content creation platforms in Los Angeles.
More people are coming. Based on our vision of "Experience as a Platform", we have transformed the space into a platform for campaign-worthy content. Result? After the campaign, retail traffic increased 28%, reached 1 billion views across social media and increased 4x average engagement. And most importantly, the sales of the improved product increased by 32%.
In a world where brands prioritize their marketing spend, making experience a key ingredient is the perfect way to do more with less.
Expand the gap between emotions by expanding them digitally
For real-world interactions to be more effective, brands must be flexible enough to use local technologies in real-time. While the possibilities are endless, we use a simple two-step approach:
1. Upstream : Technology allows us to strengthen relationships to make it more enjoyable for those who live there.
2. Downstream : Technology allows our clients to expand their media exposure with greater targeting accuracy.
People only share what they like. That's why personalization is so important. To engage your audience, human interaction must exist at every touch point. The digital element enables campaigns of all sizes. It enables brands to inform, entertain and measure through fun and engaging interactive layers. Augmented and virtual reality technologies create unforgettable memories, increase return on investment and increase brand loyalty – a highly effective approach and 83% of brands plan to continue or increase investment in experiential marketing.
Surprisingly, the investment in digital goods is minimal, especially considering the expressive range you open up. Digital tools like QR codes and augmented reality allow us to integrate pre- and post-event activities to enhance the experience. Next-generation programming is spreading rapidly and will be a great way to connect more viewers to live broadcasts in more engaging ways.
The heart moves the mind
The heart of your consumer is at the heart of your product strategy. You can only impress your audience by creating something unique and memorable. That's why our approach is two-fold: first, organic human relationships and second, technology that enhances these relationships with measurable results. Brands that dominate their industry understand this model.
Transaction value is not what you are told. It's time to rethink your tired email list, tedious retargeting and expensive pre-roll ads. Instead, tell the experiences of future generations that will touch the hearts and minds of people.
Give the audience a real human emotion - chills, a racing heart and they will never forget you.
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