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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 -


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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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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