Can you remember the last time you got really absorbed by a TV commercial or saw an ad in a magazine that truly grabbed your attention?
Traditional media channels are not as effective as they used to be. Consumers are constantly bombarded with marketing messages which leads them to often ignore or block them out.
Experiential marketing tackles this by creating a two way dialogue and engaging with consumers across multiple senses. Read More
In the retail world, shoppers have a multitude of channels available to fit their needs. From in-store, to online commerce, or via an app on their smartphone, consumers move instinctively across retail brands and their channels of preference. To captivate today’s savvy shoppers, retailers need to create a seamless experience across different touchpoints that will keep them engaged and connected to the brand, either online or in the real world.
Every marketer dreams of crafting the ideal guerrilla campaign – the entertaining flashmob which takes everyone by surprise, the on-street shock theatrics or the daring stunt which goes viral and tops the Youtube charts! Guerrilla campaigns, however, require accurate planning in order to avoid pitfalls and to maximise your budget allocation more effectively. Read More
Recent research from Shoppercentric reveals that shoppers’ desire for value is not only focused on who is offering the lowest price. It is about getting the right quality for money, and finding a better balance between quality, price and quantity. While the monetary cost will always be a factor that influences consumption habits, companies must carefully judge how they implement promotional strategies as consumers are starting to become weary of heavily promoted and discounted items. Read More
In his 1971 book, ‘Future Shock’, Alvin Toffler talked about the upcoming ‘experiential industry’ and pointed out that people would be willing to collect experiences as consciously and passionately as they once collected things. Indeed, as highlighted in Forester’s annual report, companies with better customer experience tend to have more loyal customers. When consumers like the experience you deliver, they are more likely to consider your brand for another purchase and recommend you to others. Read More
With new social platforms and emerging technologies empowering consumers to make their own rules of commerce, brands can no longer rely on their existing collection of tools to attract and connect with Millennial consumers. Read More
Too many brands following the ‘norm’ are missing out on effective communication with women. Women are earning, consuming, and influencing spending at a greater rate than ever before. They buy for themselves, for the family and are also known as ‘impulse’ buyers. Women are in control of 85% of the household wallet, which is a fact not to be ignored. Despite this, many brands are lacking insight into why and how women buy. Whilst those that might already hold the insight, are failing to translate it into persuasive strategies that female consumers are likely to respond to. Read More
The whole essence of the marketing model today is that brands should focus on adding value to consumers and offering them remarkable experiences as opposed to focusing on simply attracting consumers attention to your brand. It is all about how you engage with your audience and sustain their attention over a period of time by making your message ‘sticky’ and building credibility and trust to ensure the best ‘return on engagement’. But what really makes a message stick? Read More
We had an interesting debate with RPM and Itch, at the International Confex, discussing what will be happening to the experiential sector this year and further. Event Magazine editor Jeremy King raised important questions regarding whether experiential marketing would ever replace above the line marketing and if the Olympics would leave a lasting legacy for our industry. Read More
The current mobile revolution is shifting consumers expectations for more functionality and usability. In the modern marketing arena, it is no longer enough for brands to solely focus on mass produced above-the-line communication. Consumers demand a more individualised and transparent communication with brands, and companies are now required to go above and beyond the usual marketing remit, acting as a ‘butler’ to meet their needs and expectations. Read More