Experiential Marketing Continues to Outperform (mic drop!)

While so much has changed and will continue to change – specifically in the world of marketing brands – one thing continues to remain the same – Experiential Marketing outperforms every other marketing tactic!

Every year EventMarketer conducts a survey evaluating the growth and impact of Experiential marketing. And every year XM outpaces and outperforms every other tactic. This has been true now for decades. The proof is below, the case studies are all around us and so my question – are you using XM to build your brand and engage consumers? If not, you are missing a huge opportunity!

Data Source: Agency AE

What is the best way for a brand to share its story?

Steve Jobs was right, the most powerful person is the storyteller. The most interesting or listened to among us are those that tell stories. This is true for people and it is also true for brands. However brands are inanimate until we animate them. And that is why I am in the marketing business and very specifically the experiential marketing business. The animation of brands and the stories they co-create with their consumers is fundamental to their success. Co-creation is the key and is the reason I coined the term Adversperience in 2014.

By definition, Adversperience is the convergence of advertising and experiential marketing.

An Adversperience is the story a brand wants to tell, delivered live, that invites the consumer to connect with the brand and in the process create their own story. The brand story and the consumer’s story become inextricably linked. Done well, the consumer understands the relevance for the brand in their life. Thanks to the adversperience, the consumer not only becomes connected to the brand as a loyalist or ambassador but also goes on to share “their” story with others. Authentically shared, this ripple effect has the ability to build brands immeasurably!

A few years ago, around 2005, before social media was the most often used format for sharing stories, we created a program for a razor. A disposable (in a sea of inexpensive disposables), this product delivered an amazing shave and it also pivoted and hugged curves – features it uniquely owned. Targeted at 18-25 year old males we all knew it was going to be tough for us to not only engage them but then get them to purchase us. In the end we created a mechanical razor akin to a mechanical bull and by the time we retired the program the brand had seized top place in its category. Consumers would stand in line for 4 hours to see how long they could “ride the razor”!!! Hard to believe but coupons (typically no one in their right mind would give a male 18-25 a coupon) redeemed at just below 30% – absolutely shocking! But consumers loved the program because it gave them an amazing story to tell that was inextricably linked to a product/brand that they adopted/became very loyal to. This was a very successful Adversperience. A great product that chose to cut all advertising in favour of an experience that explained their product story and in the process gave consumers the opportunity to create their own. Obviously I have LOTS more of these examples and I will continue to share them and ask you to do the same.

Share away or send me an email – nicole@nicolegallucci.com

Have a great day!

 

 

What is the Cure for Content Shock?

Since the beginning of time, stories have been the catalyst for passing on traditions, educating, social banter and justifying our existence (even if only to ourselves). While much has changed, our need to share stories remains consistent. In sharing we leave an imprint – we were here, we shared, we lived,…you get my point. With the astronomical growth of social media in the past. decade, the ease of sharing your life/your story/your brand story is easier than ever before – this is true for everyone and everything.  In fact, we are sharing more than ever before – so much so we are experiencing “content shock”. SmartLibrary recently published a snapshot of “what happens online in 60 seconds” and the numbers are insane….

So, how do brands breakthrough? How do they ensure their story gets heard? How do they survive “content shock”?

Having been in brand management (client side of the desk)  for 15 years followed by agency side for another 15 I can say that while much has changed, some fundamentals are the same:

  1. Be relevant – if your product does not have a purpose then its story does not matter. And while its great that your product/service may have a purpose to “you”, it needs to matter to many more –  volume is essential to a viable business model
  2. Resonate – assuming your product/service has a purpose then share its purpose in way that actually makes sense to the consumer
  3. Leave an indelible mark – share your brand story in a way that provides the consumer a means to create and then share their own story = execute an Adversperience. The only. way to leave an indelible imprint is to be a catalyst for the co-creation of stories.
  4. Keep it real – authenticity continues to be critical to a brand’s survival. Once relevance, resonance and a co-created story are in place, a long term relationship will only remain if brands ensure that they continue to play an honest, credible role in the lives of their consumers.

Admittedly I don’t have all the answers to brand survival but what I do know is that we all want full lives and thriving businesses. A full life is a summation of stories/a legacy. A thriving brand/business is one that plays an important role in people’s (consumer’s) lives. To ensure our brand survives we need to create meaningful connections and ultimately the only way to do that is to inextricably link consumers and our brands/businesses in life stories. This is known as an Adversperience. Today as you are out and about look at the brands that are connecting to you – up close and personal and their impact on the stories you are telling.