Here at 2cv, we like to explore...
In an increasingly noisy world, many brands are trying to deliver ever more personalised experiences. However, many brands struggle to isolate the true impact of these experiences: are they really delivering what you need?
Brand models are evolving. Nowhere is this more prominent than within the area of fitness at present. Rather than relying solely on traditional ATL, social and word of mouth, fitness brands are being increasingly proactive and showcasing their products in a way that lets them speak for themselves while simultaneously offering customers something extra and often for nothing. So how are they doing this? And what's the catch!?
Some topics are by nature more culturally sensitive than others, particularly those that are engrained in a nation's psyche. It is therefore a fine line to tread for brands who want to capitalise on historic events such as World War 1 in its centenary year without being seen as insensitively capitalising for commercial gain. While historical visitor attractions are more naturally placed to link themselves to WW1 - the Tower of London and their 'Blood Swept Lands and Seas of Red' poppy installation? Others have needed to work harder.
The world of mobile apps is hot news, there is no denying that. However we at EXP feel there is a real disconnect in terms of desired behaviour and consumers actual behaviour when it comes to app usage…
I wanted to put down some thoughts on paper (albeit electronic) after being involved in the ROI panel discussion at Guide Live 2013 on the 24th October (for more information see here). The panel discussions were highly interactive and there was a great deal of input from those in the audience which for me demonstrated that it's a topic area that generates opinions.
Brands are increasingly enlisting the help of branded activity and experiential marketing as an integral element of the communications mix. This allows more personalised messaging to be disseminated and a deeper engagement achieved with the core target.
This isn't to say that every tweet, every pronouncement on Facebook, every message on Google + is going to be a runaway success but ultimately if you've made an investment in something you owe it to yourself to give it every chance of success.
When a brand or product is targeted at a specific crowd its marketing and messaging, quite deliberately, won't appeal to everyone. This is particularly relevant to experiential marketing where 'passive' consumption is not the name of the game and people choose to engage with your brand. Experiential demands a lot of its execution - as it is here where the power to immediately communicate your brand message lies in order to draw in the 'right' crowd and not just 'a' crowd. Now, experiential creative is an area big enough to demand an article of its own, which isn't the route I'm about to go down right now. What I am going to explore here are the differences in who chooses to engage with branded experiences when the desired target market has a focus on one gender only.
There's a temptation to overload experiential activity with brand messages. The thinking is that a longer interaction means that consumers will be able to absorb more messages compared with more traditional media. Think again - delivery in an experiential setting should be about depth, not breadth.
- Behaviour Change
- Behaviour Science
- Buzz Monitoring
- Buzz Tracking
- Digital Natives
- Gender stereotypes
- Generation Z
- Health and Wellness
- Opening Ceremony
- Social Media
- Virtual Reality