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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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Impact of experiential branding on advertising  

Text from lecture on how experiential branding determines whether to focus on tactical or brand advertising, what the implications for media...

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