Mobile Monday Walt Behnke

Creating Brand Experiences
walt behnke

Experiential Marketing
What it is
Where it comes from
What it means
What it takes
Where it’s going
experiential / experimental / experience

Experience Marketing
Extend Impact of Traditional Marketing
Capture Attention & Imagination
Communicate Brand Meaning
Help Us “Fall In Love” with Brands (not products)

“ Brand” vs. “Customer” Experiences
Take Home Messages
Knowledge of Brand
Meaning + Seeing, Touching, Feeling
An Innovation for establishing consumer relationships

Marketing & Retail Innovation
Innovation as a Way of Life
Continuous Improvement
Focused on Foundations
Taking Risks ... Constantly

Challenges to Innovation
Success (“If it’s not broke don’ t fix it”)
The “Status Quo” (“This is not how we do things in __X__”)
The “Invested” (“In my day we never did such a thing”)
Gov’t. Regulation (All of the Above)

Pathways (Enablers) to Innovation
A Bad Attitude
“ If It”s Not Broke … Break it”!
A Vision
Madness
Courage
Willful Ignorance
“ I didn’t know you couldn’t …”

A Changing Role for Traditional Marketing Use of traditional tools is not “either / or” anymore … Best used in effective, integrated strategies … culminating in the customer’s brand experience.

Communications and Technology Revolution
(That’s So Over!)
Why ?

Consumers moving at the speed of innovation

Bombards rather than Influences
Overloads rather than Converts
Predictable rather than Memorable
Repetitive rather than Reinforcing

And it always is followed up by the Hard Sell

Hospitality Is It Something New ?

Miles Malls Media Mistrust Replaced by …

Where Things Were Headed?
More we marketed, more we widened the Gap Between Brands & Consumers
Manage Relationships instead of Having Them
More and More Technology
Tech Savvy Consumers (You Tube)
CRM > Customer Experiences - connecting with instead of stalking them

Our Costs
Million s for fleeting seconds of their time
Seconds to tell our brand stories
And we don’t have enough time

Their Cost
Time
The most valuable commodity of all
They don’t want to give it up

Brand Experiences are mostly about …
Time
- To tell a Story
- To make a Proposition
- To touch and feel
- To generate emotion
transparency, authenticity, immersion, hospitality They’re not about speed

In this High-Speed Communications Environment
the Purpose of Marketing is
- NOT to keep up with the velocity of consumers’ choices …
- But to get consumers to SLOW DOWN!

Slowing Consumers Down
What Brands Have To Say
Trust and Feel
Respect Consumers
Choices
Eliminate the “Sell”
Replacing “May I Help You?” with “Help Yourself”

Slowing Consumers Down
Creating Marketing and Retail Experiences
Events
Entertainment
Engagement

Events
Any Opportunity a Brand has to establish
Contact with a Consumer

Entertainment
Any Excuse a Brand gives a Consumer
to Stick Around

Engagements / Experiences
Anytime a Consumer has an Authentic Brand Interaction
Meaning

Effective Experiences
Allow Time for Brands to tell their stories

Consumers
Smarter (Media Educated by Us)
Younger & Younger At Heart (More Lifestyle Focused)
More Connected
Information and Interaction-Rich Virtual Communities & Social Networks
Suspicious of Sales & Mktng. Techniques
Moving Faster Than We Are
So What Are They Looking For??

Meaning + Authenticity
Trust + Confidence
Value + Values
What are you looking for?
Truth!

A (really) brief history

Experiential Marketing Exclusive Brand Environments

Experiential Marketing don’t always come to buy ... just to be part of it Affiliation

Key to their success:
Great Product Design?
Great Retail Environments?
Trained People?
Or is it that they just leave their customers alone?

Experiential Marketing connections

The Next Steps
Brand Focused Events
Brand Exclusive Experiences
Brand Connected Entertainment
Brand As Filter

Thank You !

Mobile Monday Walt Behnke

by Natali Yesilbahar on Nov 13, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 116

Statistics

Mobile Monday Walt Behnke — Presentation Transcript