Re-imagining Experience Marketing During COVID-19

Reimagining Experience Marketing During COVID-19 An R3 White Paper

Reimagining Experience Marketing During COVID-19

Experience Marketing As a highly thought of and valuable approach for any kind of business, experience marketing has become an important mechanism for overall communication strategy. In recent years, the rapid development of the market landscape has led to the evolution of experience marketing assets and its development within the agency ecosystem.

The advancement of technology and digital in recent years has meant that the link between online and offline marketing methods have been widely utilized to improve results in this field.

As an independent consultancy specializing in marketing optimization, R3 has always made it a priority to educate clients with in-depth insights and knowledge.

Given the long relationships we have with leading brands, we hope to provide marketers with observations and insights from our extensive project experience that will improve experience marketing effectiveness.

This white paper highlights a selection of industry trends, insights, and best practices. It also includes a set of proven strategies aiming to assist marketers tackle obstacles face during day-to-day experience marketing operations. We hope this provides inspiration to all who need it.

Experience

Reach Target Audience Brand/Product Recognition

Strength Community

PR/ Media/ Branding/ Digital

Interaction/Communication

Lead Generation Actual Feedback

Brand

Sales Channel/ CRM / Owner Community

Consumer

Consumer Education Drive Sales

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DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES

Experience Marketing Working Procedures Experience can be subdivided yearly or quarterly according to activity type and budget allocation. To effectively accomplish the general task and ensure experience performance with limited manpower and money depends on the involvement of each department and coordination of external agencies.

When it comes to experience objectives, clearly set up and start planning at an early stage, apply a standardized working procedure, carefully control critical points, and conduct a 360 degree full evaluation of the post experience performance and summary. With this approach, marketers can optimize and improve experience performance more effectively.

Set up

Establish

Control

Evaluation

Experience GOALS

Standard Procedure

Critical Points

Experience Performance

Be clear on the experience budget and target; set up experience goals and define your audience.

Reduce unnecessary communication cost and finance cost via a standardized working procedure.

Carefully monitor critical points to ensure an a smooth experience process.

Review the experience performance with aligned KPIs.

Set up timelines and keep everyone informed; have back-up plans for areas with the most potential risk.

Provide suggestions for areas that need further improvement and to maintain competitive edge.

Set up the experience KPIs according to the type of activity.

Visualize each part and make sure everyone involved is on the same page.

Experience Marketing Ecosystem Content, Presentations, Visual, Tech/Equipment/ Installation, Logistics Management, Attendee Activation, 3rd Party Managment, External Affairs

Creative Agency, Event Agency, PR Agency, Event Management Software, Data Integration

Strategy Consultancy, Branding Agency, Creative Agency, PR Agency, IMC Agency

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Reimagining Experience Marketing During COVID-19

Fortnite – Travis Scott Virtual Concert Music & Gaming The Grammy-nominated rapper hosted an “Astronomical” concert within the wildly popular online video game. The entire Fortnite island was the stage. During the opening song, a giant Scott stomped around the island, while players could run across the water to catch a glimpse. As the tracks changed, so did the visuals.

Results • A record-breaking 12.3 million participants.

• Merchandise on offer included two Bundles which offered skins (characters), decorations, harvesting tools, and dance moves. A player wanting to own both bundles would pay an average of $33.00.

“At 10 minutes, it’s not like this is a full concert or anything, but as a way to feature music in an inventive new way—it’s essentially a massively multiplayer music video….”

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DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES

Guiding Principles Through our experience managing experience agencies and on-site experiences, we believe the following strategic imperatives and guiding principles are best practice and should be applied throughout.

Characteristics Accuracy

Completeness

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What does it measure?

To verify accuracy of contract and actual services.

To ensure completeness of both financial information and experience execution as per contract.

Transparency

To provide comprehensive analysis and review on supplier and third-party cost information.

Efficiency

To review agency performance for all parties and to provide observations for future experiences.