Impact of experiential branding on advertising
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What it’s all about Background and recap of experiential branding background on tactical versus brand advertising Impact p on brand advertising g Impact on tactical advertising
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Changes in advertising in the past 10 years
1. 2. 3. 4.
Integration Measurability Media choices and communication channels Consumer attitudes, attitudes behaviours and expectations
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Objectives Business Objectives
Communication Communication objectives
Brand communication objectives
Television objectives
Radio Objectives
Operational Operational Objectives
Strategic Strategic Objectives
Tactical communication objectives
Outdoor objectives
Digital advertising
Campaign Objectives
Execution Objectives
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Social media
Experiential activities
Direct response
Executional objective
Think now
?
Think later
Do now
?
Do later
Research, consumer insights, data mining, business analysis
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Experiential brand objectives
Think now
?
Feel later
Do now
?
Do later
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Communication strategy
Think now
Tell them about the most relevant feature, attribute or benefit that will meet their will meet their needs
Think later
Do now
?
Do later Consider us the next C id th t time they are in market
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Experiential communication strategy
Think now
Trigger the gg most relevant, differentiated experience
Feel later
Do now
?
Do later Definitely buy us the D fi it l b th next time they are in market AND Tell their friends, , tweet, blog, rave, etc.
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Great experiential brands
I've learned that p people p will forget g what yyou said,, p people p will forget g what you did but people will never forget how you made them feel. Maya Angelou -Poet, activist, autobiographer -
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For example
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Saturn Car Company
Saturn Homecoming Saturn intro
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Westin Hotels
Heavenly beds Wh ’ she Who’s h sleeping l i with ith ttonight i ht Experiential brand
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Westin: This is the way it should feel
Feel TV
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Lufthansa
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