For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
The Second Technology Revolution: How the PR Business Needs To Change Once AgainMSL
Not even a decade after the PR industry turned on its head when social media ushered in the Age of Influence, technology once again is causing brands, companies and organizations to rethink its communication in dramatic ways. This time machines that process data and artificial intelligence, combined with immersive technologies like virtual reality, augmented reality and mixed reality, are creating new opportunities for “augmented influence” as well as giving communicators pause to manage a number of emerging new challenges from Machine Journalism to Artificial Influence.
In PR2020, experts give us their perspective on what’s coming next in terms of tech disruptions, and how they believe this will impact the work we do. We explore influence, data, human science and machines, and our relation to them as communications professionals, business owners, governments, and human beings.
Write to us to start a conversation on how we can help you distill actionable insights and foresights from conversations and communities.
For more information contact Pascal Beucler, SVP & Chief Strategy Officer, Global, MSL (pascal.beucler@mslgroup.com) and Melanie Joe, Consultant – Research & Insights, MSL (melanie.joe@mslgroup.com)
The Future of Business Citizenship - People's Insights MagazineMSL
For our global research study, The Future of Business Citizenship, we surveyed 8,000 young people in 17 countries. Our findings confirm that Millennials have high expectations from business and add an insightful layer to our observations around this generation, with real implications for brands and corporations.
MSLGROUP's global team of corporate and brand citizenship experts dive deep into the results of our study and outline what Millennials value as individuals and what they expect from businesses. The Future of Business Citizenship is part of MSLGROUP's People's Insights project that crowd-sources insights and foresights from MSLGROUP experts.
We hope you enjoy reading this comprehensive report and invite you to share your feedback and tips with us @PeoplesLab or you can reach out to us on Twitter @msl_group.
[Salterbaxter Directions] Human Rights - The Time is NowMSL
Is your business up to speed on the risks and opportunities of human rights issues?
Learn from the early adopters of the UN Guiding Principles Reporting Framework and get ahead of the game.
For more information, connect with @salterbaxterMSL or reach out to us on Twitter @msl_group.
Relationship Economics: How to improve employee and customer relationships wi...Brian Solis
How genuine communication and engagement in social media helps businesses grow relationships with employees and customers while improving the bottom line
Inside the Driving Forces of Disruptive InnovationMSL
In this short publication, we touch upon, among others, some of our clients’ stories and our perspective on how disruption plays out as a force within markets: the creative process, technology and communications. And to the marketing communications industry, we lay down the gauntlet: disruptive innovation offers us all an opening to embrace the polar shift towards a greater integration combining dissimilar currents into explosive ideas, the chance to help create ever-more meaningful partnerships for our clients, and the prospect of delivering insight-fueled foresight to help companies predict what’s over the horizon.
If you would like to talk to MSLGROUP about how we can support you in your business transformation, please contact Trudi Harris, Chief Communications Officer, trudi.harris@mslgroup.com
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
The Second Technology Revolution: How the PR Business Needs To Change Once AgainMSL
Not even a decade after the PR industry turned on its head when social media ushered in the Age of Influence, technology once again is causing brands, companies and organizations to rethink its communication in dramatic ways. This time machines that process data and artificial intelligence, combined with immersive technologies like virtual reality, augmented reality and mixed reality, are creating new opportunities for “augmented influence” as well as giving communicators pause to manage a number of emerging new challenges from Machine Journalism to Artificial Influence.
In PR2020, experts give us their perspective on what’s coming next in terms of tech disruptions, and how they believe this will impact the work we do. We explore influence, data, human science and machines, and our relation to them as communications professionals, business owners, governments, and human beings.
Write to us to start a conversation on how we can help you distill actionable insights and foresights from conversations and communities.
For more information contact Pascal Beucler, SVP & Chief Strategy Officer, Global, MSL (pascal.beucler@mslgroup.com) and Melanie Joe, Consultant – Research & Insights, MSL (melanie.joe@mslgroup.com)
The Future of Business Citizenship - People's Insights MagazineMSL
For our global research study, The Future of Business Citizenship, we surveyed 8,000 young people in 17 countries. Our findings confirm that Millennials have high expectations from business and add an insightful layer to our observations around this generation, with real implications for brands and corporations.
MSLGROUP's global team of corporate and brand citizenship experts dive deep into the results of our study and outline what Millennials value as individuals and what they expect from businesses. The Future of Business Citizenship is part of MSLGROUP's People's Insights project that crowd-sources insights and foresights from MSLGROUP experts.
We hope you enjoy reading this comprehensive report and invite you to share your feedback and tips with us @PeoplesLab or you can reach out to us on Twitter @msl_group.
[Salterbaxter Directions] Human Rights - The Time is NowMSL
Is your business up to speed on the risks and opportunities of human rights issues?
Learn from the early adopters of the UN Guiding Principles Reporting Framework and get ahead of the game.
For more information, connect with @salterbaxterMSL or reach out to us on Twitter @msl_group.
Relationship Economics: How to improve employee and customer relationships wi...Brian Solis
How genuine communication and engagement in social media helps businesses grow relationships with employees and customers while improving the bottom line
Inside the Driving Forces of Disruptive InnovationMSL
In this short publication, we touch upon, among others, some of our clients’ stories and our perspective on how disruption plays out as a force within markets: the creative process, technology and communications. And to the marketing communications industry, we lay down the gauntlet: disruptive innovation offers us all an opening to embrace the polar shift towards a greater integration combining dissimilar currents into explosive ideas, the chance to help create ever-more meaningful partnerships for our clients, and the prospect of delivering insight-fueled foresight to help companies predict what’s over the horizon.
If you would like to talk to MSLGROUP about how we can support you in your business transformation, please contact Trudi Harris, Chief Communications Officer, trudi.harris@mslgroup.com
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...Brian Solis
"Word of mouth has always had the power to make — or break — a brand. Author and digital analyst Brian Solis has studied the compound effect these interactions can have on brand perceptions. He spoke to us about how brands inspire people to share meaningful product experiences."
The End of Business as Usual Rewire the Way You Work to Succeed in the Consum...Brian Solis
The End of Business as Usual by Brian Solis is available on GetAbstract for those who need the key takeaways but don't have the time to read the entire book.
Takeaways:
The digital revolution is radically transformative for businesses. These changes are not just technological. They directly affect consumer behavior. Companies that cannot adapt to these changes face obsolescence. Businesses used to define their brands. Today, “connected consumers” define them. Companies must connect with consumers on a personal basis. They must treat consumers as valued partners, not just as sales targets.
To build relationships and win sales, companies need to create satisfying experiences for their connected consumers. The way people connect online activates distribution chains that rival any broadcast network. To earn the trust of connected customers, businesses must engage them online in a positive way. You must appeal to customers’ emotions. Through such engagement, businesses stay relevant and build a robust future.
What You Will Learn
1) What strategies will help you exploit the nature, extent and impact of the digital revolution; 2) What influence “connected consumers” wield; and 3) How organizations can engage them effectively.
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
In 2000, as the advertising industry embarked on a new century of marketing communications, Havas Worldwide (then known as Euro RSCG Worldwide) made a promise to our clients: In every office around the world, in every discipline, we would maintain a single-minded focus on delivering breakthrough business ideas—ideas so powerful they have the capacity to transform businesses and revitalize brands, create entirely new categories, and alter consumer perceptions. We called this offering Creative Business Ideas® (CBIs), and CBIs have since become our mantra, our mission, and our mandate.
In the years since we established this new point of focus, Havas Worldwide has grown to be the largest agency in the world by number of global clients. We have been named Global Agency of the Year by Advertising Age and Agency Network of the Year by Campaign, and we have seen years in which we held more spots in The Gunn Report’s annual list of top 10 campaigns than any other agency, large or small.
In 2011, we marked our first decade of Creative Business Ideas with a gorgeous coffee-table book celebrating examples of the brilliant thinking the agency has produced for clients since 2000. Intended for creativity-focused people inside and outside our own industry, The Creative Business Idea Book: Ten Years of Breakthrough Thinking showcases more than two dozen campaigns created for clients around the globe and in industries ranging from finance to publishing, automobiles to FMCG. It includes fresh insights into the future of marketing communications and business in general, exploring, among other topics, the vital importance of the smart use of social media and the business benefits to be gained from driving social change.
The Creative Business Idea Book is available on Amazon.
The Little Blue Book of Social TransformationBrian Solis
Now is the time to get serious about social and put your business fully on the path to becoming a socially connected enterprise. This free ebook will show you how to get there with 20 short—but impactful—principles, like:
- Laying the groundwork for social success
- Turning weak ties into strong connections
- Creating a social listening center
Attracting new fans with social experiences
Soon you’ll be on the road to forging deeper relationships with customers and employees and greater relevance with social and traditional customers alike.
My presentation @ #youthmarketing of Marketing Week in Greece. The info/ the pics are not mine they are copied from all over the internet. If something is yours and you want me to take it out.. pls let me know. As always I'm very dyslexic so if your find a mistake pls do not kill me! Further reading and sources at the end! Happy Reading
The State of Social Marketing 2012-2013 - Pivot ConferenceBrian Solis
Each year, the Pivot team studies the evolving social landscape. For our 2012 -2013, "State of Social Marketing" report, we surveyed 181 social marketers and digital strategists who represent agencies and brands. What we learned is that the fundamental drivers for social media have radically transformed.
State of influence 2.0 by Brian Solis and TraackrBrian Solis
A groundbreaking report on the state and future of influencer marketing by Brian Solis and Traackr. What if influencer marketing was more than marketing? What if it was about the end-to-end customer or employee experience?
Welcome to a new era of marketing; an era where brands are shaped by the people who experience them. In a world where most consumers are connected, the experiences that they have and share online collectively shape their perceptions, impressions and actions. To a certain extent, all connected consumers are becoming influential in their own ways.
Influence has never been more import- ant. Every year, global communica- tions marketing firm Edelman pub- lishes its “Trust Barometer” report that captures the sentiment of trust in a variety of industries and scenarios. In its 2017 edition1, Edelman learned that the credibility of CEOs was at its lowest level ever. At the same time, the report found that trust in peers, or “a person like yourself,” is as cred- ible a source of information about a company as a technical or academic expert. Without trust, brand market- ing may fall upon skeptical, distrusting or altogether inattentive audiences.
By partnering with the right influenc- ers, or people who tell the right stories in the right context by delivering value at each step, brands can reach people through those they trust while earning trust in the process.
Let's Break Tradition: Virtual Reality in Public RelationsMSL
Virtual reality is no longer an off-in-the-distance idea. It’s a quickly emerging trend with which wise marketers and communicators are already experimenting. Read our guidebook and start taking advantage of emerging VR platforms and tools.
The Change Manifesto: Leading Transformation & Captivating Communities Brian Solis
A free ebook...At the center of any revolution is the burning desire to bring about change. But it always comes down to people, shared experiences, and a common ambition. And it is people who need one another for leadership, support, and inspiration. What’s missing from the equation is your vision and leadership.
Digital Influence is one of the hottest trends in social media, yet is largely misunderstood. "The Rise of Digital Influence," the new report by Altimeter Group Principal Analyst Brian Solis, is a 'how-to' guide for businesses to spark desirable effects and outcomes through social media influence. The report helps companies understand how influence spreads, and includes case studies in which brands partnered with vendors to recruit connected consumers for digital influence campaigns. Brian evaluates the offerings of 14 Influence vendors, organizing them by Reach, Resonance, and Relevance: the Three Pillars that make up the foundation for Digital Influence as defined in the report. Also included are an Influence Framework and an Influence Action Plan to help brands identify connected consumers and to define and measure strategic digital influence initiatives.
http://ow.ly/hsc9k, Each year, we check in with some of the top community managers in the industry and ask them about emerging trends, and business value to their company. Thanks to all the professionals that participated. Let’s start with an overview:
Role of Millennials and their Impact on Reputation ManagementMSL
Pascal Beucler assesses why Millennials are a generation that matters. They are a highly influential force. And their importance is only skyrocketing. If you’re not where Millennials expect you to be, you’re nowhere. Millennials strongly impact reputation in their roles as: consumers, employees & brand advocates.
We hope you enjoy reading this presentation and invite you to share your feedback and tips with @pbeucler or reach out to us on Twitter @msl_group.
[Report] The State of Social Business 2013: The Maturing of Social Media into...Brian Solis
Altimeter Group conducts regular social business surveys to learn how social media is evolving within enterprise organizations. Analysis of survey results between 2010-2013 reveal that social media is extending deeper into organizations and, at the same time, strategies are maturing. What was previously a series of initiatives driven by marketing and PR is now evolving into a social business movement that looks to scale and integrate social across the organization. The following report reveals how businesses are expanding social efforts and investments. As social approaches its first decade of enterprise integration, we still see experimentation in models and approach. There is no one way to become a social business. Instead, social businesses evolve through a series of stages that ultimately align social media strategies with business goals.
MSLGROUP's Reputation Impact Indicator Study sheds light on the importance of corporate “mind space” – a measurement of how easily a person can relate to a company – in determining a brand or company’s reputation.
The study’s results demonstrate that “mind space” – meaning both how easily a person relates to a company and the nature of the connotations invoked - plays a different but equally important role in corporate reputation compared to people’s rational views about products, services, financial performance, corporate behavior and how those companies manage relationship with consumers.
Findings from our Reputation Impact Indicator study highlight key challenges facing global reputation managers today.
Download The Reputation Impact Indicator Study here: http://ow.ly/NLjIW
We hope you enjoy reading it and invite you to share your feedback and tips with us on Twitter @msl_group.
Follow #ReputationImpact on Twitter for insights from the report.
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...Brian Solis
"Word of mouth has always had the power to make — or break — a brand. Author and digital analyst Brian Solis has studied the compound effect these interactions can have on brand perceptions. He spoke to us about how brands inspire people to share meaningful product experiences."
The End of Business as Usual Rewire the Way You Work to Succeed in the Consum...Brian Solis
The End of Business as Usual by Brian Solis is available on GetAbstract for those who need the key takeaways but don't have the time to read the entire book.
Takeaways:
The digital revolution is radically transformative for businesses. These changes are not just technological. They directly affect consumer behavior. Companies that cannot adapt to these changes face obsolescence. Businesses used to define their brands. Today, “connected consumers” define them. Companies must connect with consumers on a personal basis. They must treat consumers as valued partners, not just as sales targets.
To build relationships and win sales, companies need to create satisfying experiences for their connected consumers. The way people connect online activates distribution chains that rival any broadcast network. To earn the trust of connected customers, businesses must engage them online in a positive way. You must appeal to customers’ emotions. Through such engagement, businesses stay relevant and build a robust future.
What You Will Learn
1) What strategies will help you exploit the nature, extent and impact of the digital revolution; 2) What influence “connected consumers” wield; and 3) How organizations can engage them effectively.
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
In 2000, as the advertising industry embarked on a new century of marketing communications, Havas Worldwide (then known as Euro RSCG Worldwide) made a promise to our clients: In every office around the world, in every discipline, we would maintain a single-minded focus on delivering breakthrough business ideas—ideas so powerful they have the capacity to transform businesses and revitalize brands, create entirely new categories, and alter consumer perceptions. We called this offering Creative Business Ideas® (CBIs), and CBIs have since become our mantra, our mission, and our mandate.
In the years since we established this new point of focus, Havas Worldwide has grown to be the largest agency in the world by number of global clients. We have been named Global Agency of the Year by Advertising Age and Agency Network of the Year by Campaign, and we have seen years in which we held more spots in The Gunn Report’s annual list of top 10 campaigns than any other agency, large or small.
In 2011, we marked our first decade of Creative Business Ideas with a gorgeous coffee-table book celebrating examples of the brilliant thinking the agency has produced for clients since 2000. Intended for creativity-focused people inside and outside our own industry, The Creative Business Idea Book: Ten Years of Breakthrough Thinking showcases more than two dozen campaigns created for clients around the globe and in industries ranging from finance to publishing, automobiles to FMCG. It includes fresh insights into the future of marketing communications and business in general, exploring, among other topics, the vital importance of the smart use of social media and the business benefits to be gained from driving social change.
The Creative Business Idea Book is available on Amazon.
The Little Blue Book of Social TransformationBrian Solis
Now is the time to get serious about social and put your business fully on the path to becoming a socially connected enterprise. This free ebook will show you how to get there with 20 short—but impactful—principles, like:
- Laying the groundwork for social success
- Turning weak ties into strong connections
- Creating a social listening center
Attracting new fans with social experiences
Soon you’ll be on the road to forging deeper relationships with customers and employees and greater relevance with social and traditional customers alike.
My presentation @ #youthmarketing of Marketing Week in Greece. The info/ the pics are not mine they are copied from all over the internet. If something is yours and you want me to take it out.. pls let me know. As always I'm very dyslexic so if your find a mistake pls do not kill me! Further reading and sources at the end! Happy Reading
The State of Social Marketing 2012-2013 - Pivot ConferenceBrian Solis
Each year, the Pivot team studies the evolving social landscape. For our 2012 -2013, "State of Social Marketing" report, we surveyed 181 social marketers and digital strategists who represent agencies and brands. What we learned is that the fundamental drivers for social media have radically transformed.
State of influence 2.0 by Brian Solis and TraackrBrian Solis
A groundbreaking report on the state and future of influencer marketing by Brian Solis and Traackr. What if influencer marketing was more than marketing? What if it was about the end-to-end customer or employee experience?
Welcome to a new era of marketing; an era where brands are shaped by the people who experience them. In a world where most consumers are connected, the experiences that they have and share online collectively shape their perceptions, impressions and actions. To a certain extent, all connected consumers are becoming influential in their own ways.
Influence has never been more import- ant. Every year, global communica- tions marketing firm Edelman pub- lishes its “Trust Barometer” report that captures the sentiment of trust in a variety of industries and scenarios. In its 2017 edition1, Edelman learned that the credibility of CEOs was at its lowest level ever. At the same time, the report found that trust in peers, or “a person like yourself,” is as cred- ible a source of information about a company as a technical or academic expert. Without trust, brand market- ing may fall upon skeptical, distrusting or altogether inattentive audiences.
By partnering with the right influenc- ers, or people who tell the right stories in the right context by delivering value at each step, brands can reach people through those they trust while earning trust in the process.
Let's Break Tradition: Virtual Reality in Public RelationsMSL
Virtual reality is no longer an off-in-the-distance idea. It’s a quickly emerging trend with which wise marketers and communicators are already experimenting. Read our guidebook and start taking advantage of emerging VR platforms and tools.
The Change Manifesto: Leading Transformation & Captivating Communities Brian Solis
A free ebook...At the center of any revolution is the burning desire to bring about change. But it always comes down to people, shared experiences, and a common ambition. And it is people who need one another for leadership, support, and inspiration. What’s missing from the equation is your vision and leadership.
Digital Influence is one of the hottest trends in social media, yet is largely misunderstood. "The Rise of Digital Influence," the new report by Altimeter Group Principal Analyst Brian Solis, is a 'how-to' guide for businesses to spark desirable effects and outcomes through social media influence. The report helps companies understand how influence spreads, and includes case studies in which brands partnered with vendors to recruit connected consumers for digital influence campaigns. Brian evaluates the offerings of 14 Influence vendors, organizing them by Reach, Resonance, and Relevance: the Three Pillars that make up the foundation for Digital Influence as defined in the report. Also included are an Influence Framework and an Influence Action Plan to help brands identify connected consumers and to define and measure strategic digital influence initiatives.
http://ow.ly/hsc9k, Each year, we check in with some of the top community managers in the industry and ask them about emerging trends, and business value to their company. Thanks to all the professionals that participated. Let’s start with an overview:
Role of Millennials and their Impact on Reputation ManagementMSL
Pascal Beucler assesses why Millennials are a generation that matters. They are a highly influential force. And their importance is only skyrocketing. If you’re not where Millennials expect you to be, you’re nowhere. Millennials strongly impact reputation in their roles as: consumers, employees & brand advocates.
We hope you enjoy reading this presentation and invite you to share your feedback and tips with @pbeucler or reach out to us on Twitter @msl_group.
[Report] The State of Social Business 2013: The Maturing of Social Media into...Brian Solis
Altimeter Group conducts regular social business surveys to learn how social media is evolving within enterprise organizations. Analysis of survey results between 2010-2013 reveal that social media is extending deeper into organizations and, at the same time, strategies are maturing. What was previously a series of initiatives driven by marketing and PR is now evolving into a social business movement that looks to scale and integrate social across the organization. The following report reveals how businesses are expanding social efforts and investments. As social approaches its first decade of enterprise integration, we still see experimentation in models and approach. There is no one way to become a social business. Instead, social businesses evolve through a series of stages that ultimately align social media strategies with business goals.
MSLGROUP's Reputation Impact Indicator Study sheds light on the importance of corporate “mind space” – a measurement of how easily a person can relate to a company – in determining a brand or company’s reputation.
The study’s results demonstrate that “mind space” – meaning both how easily a person relates to a company and the nature of the connotations invoked - plays a different but equally important role in corporate reputation compared to people’s rational views about products, services, financial performance, corporate behavior and how those companies manage relationship with consumers.
Findings from our Reputation Impact Indicator study highlight key challenges facing global reputation managers today.
Download The Reputation Impact Indicator Study here: http://ow.ly/NLjIW
We hope you enjoy reading it and invite you to share your feedback and tips with us on Twitter @msl_group.
Follow #ReputationImpact on Twitter for insights from the report.
Iot & Digital Signage: The invisible Elephant in the roomviewneo
White Paper: Contents
1. We are undergoing a significant transformation
1.1. Online and offline worlds are growing closer together
1.2. An insight into the consumers of the future: Millennials
2. What happens when IoT meets Digital Signage?
2.1. Digital signage meets Big Data
2.1. Event Driven Content & Content Driven Events
3. Digital Signage: smarter through IFTTT
4. How the Internet of Things will change Digital Signage
Socio-digital evolutions and micro-communities: what business opportunities d...Vanksen
This is the question that the new Vanksen study "Connecting The Digital Dots in 2023" aims to answer. In 2023, conducting periodic monitoring to display individual trends loses its meaning. Socio-digital evolutions are constant. Behaviors and innovations fluctuate organically, iteratively, and continuously.
In this context, Vanksen experts have attempted to translate them into a mind-mapping in order to better visualize the correlations impacting brands in their digital strategies.
They can thus better understand the dos and don'ts adapted to their DNA and business challenges, activate technological, tactical, marketing, and communication levers that generate meaning and performance for them and their communities.
https://www.vanksen.com/en/insights/socio-digital-evolutions-micro-communities-business-opportunities-for-brands
Fantastic whitepaper detailing the key takeaways from the Bazaarvoice Summit a few months ago - "changing the world, one authentic conversation at a time"
Face of Today's Consumer: 2010 Trend ReviewK Anggakara
What drives consumer to go wow nowadays? Business must acknowledge that in 2010, the face of consumer has changed in an extent never seen before!, the presentation offer a view on the consumer trend and how business gel-in to the matter.
Over the past few years, messaging apps such as Whatsapp, Kik or Facebook messenger have taken over a major place in people’s life. It doesn’t matter where you are, you are always connected. This is now being noticed by brands, causing a change in the way they market their products. Social media is all about getting your message out there but messaging apps are connecting you with your prospects within seconds. A person who is active on Facebook messenger or other social platforms responds to messages faster compared to social media. Let’s dig into it more.
In this article, we will gain a better understanding of this mode of Social Commerce: 1. The Continuous Rise 2. How It Works? 3. The Role of Influencers 4. Benefits for Consumers and Businesses 5. The Rise of the Entrepreneur 6. Future and Challenges 7. What It Means for You? 8. The Role of AR, VR, and AI
Chapter 1 is all about the social customer. I highlight several case studies and reports that will give you a firm understanding of how difficult it is to reach them with the right content, at the right time in the right channel. With emergence of multiple screens, new social platforms and networks or the fact that many customers, including me, suffer from CADD (Consumer Attention Deficit Disorder); it’s very difficult to get your brand heard, seen or interacted with; and almost impossible to be talked about.
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long...
12th Alex Marketing Club (What's Next in Marketing) by Dr.Ahmed Shama'aMahmoud Bahgat
12th Alex Marketing Cub (Public Relations Management) by Dr. Ahmed Saleh
*#Mahmoud_Bahgat*
*#Marketing_Club*
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Advertising Week is known as the premier event for marketing, brand, advertising, and technology professionals spanning across six major cities around the globe. During the course of four days, our teams attended countless talks from some of the industry's best at Advertising Week NY.
Do you know the Olympic Games’ rules of brand engagement? In this PBJS white paper, we outline the social media landscape for Rio 2016 and winning experiential strategies for reaching spectators — especially Millennials — at the Games and around the world.
From strategy centers to maker spaces, learn how brands like PBJS clients PayPal, eBay and Coupons.com can plan, design and build dedicated venues for fostering the collaboration and experimentation they need to keep ahead of the proverbial curve.
For us, the holidays are about friends, family and food. So for this year's agency holiday card, we asked our offices in Seattle, San Francisco, Chicago, St. Louis and New York City to share five regional recipes that capture a part of those cities’ culinary cultures. From the PBJS family to yours, happy holidays (and bon appetit!).
Marketing on the Move: A PBJS Guide to Navigating Experiential ToursPBJS
Brands are taking notice of experiential’s significant value and are shifting their budgets to allocate more funding for it every year. In this paper, we’ll explain why tactics like food trucks, pop-up shops and mobile tours make an impact, reveal our secrets to success, and introduce you to brands doing it well.
Like what you see and want to learn more? Contact Linsday.Rowe@pbjs.com.
VP of Creative Strategy Mike Standish talked about Game of Thrones: The Exhibit at Event Marketer's EventTech 2015 conference, and shared how PBJS created an immersive experience that impressed and connected with even the most devout GoT superfans.
The values of Millennial shoppers are changing how we define and sell luxury. Learn how this consumer has evolved, and which luxury brands are winning by offering meaningful experiences instead of just stuff.
SXSW Interactive 2015 was bigger than ever. How can brands and audiences connect amid the chaos? In this presentation, we identify 8 common pain points for attendees and brands, and highlight the experiential work produced by PBJS for PayPal and Salesforce, plus other buzz-worthy brand activations around the Austin Convention Center.
Ah, 2014. You were a good year. Let's take a little trip down memory lane with these month-by-month highlights of the work and play we shared on our social channels.
Bands & Brands: A Guide to Experiential Activations at Music FestivalsPBJS
Music festivals are a great opportunity not just for bands, but for brands to reach new audiences. So how do companies avoid getting lost in the crowd?
In our guide to experiential activations at music festivals, we cover the current landscape and our five keys to making a lasting impression at fests large and small, along with shout-outs to companies who've crushed it at events like Lollapalooza, Coachella, Outside Lands and SXSW.
This is the first presentation in a series exploring what makes ideas stick.
In addition to producing experiential marketing activations for PayPal and ExactTarget, the PBJS SXSW team visited as many booths, buses, domes, lounges and parties as we had energy for. Here's what worked, what failed and where we saw opportunities for improvement.
Get PBJS Art Director Larissa Barth's day-by-day recap of SXSWi 2014 sessions on design, innovation, weirdos and Kevin Bacon.
Bonus: Puppies, celeb sightings and Austin restaurant recommendations.
To kick off SXSWi 2014, we shared just a few things we wanted to do and see while in Austin this year.
And we're happy to report that we crossed off most of the things on our list, and we're now just 1 degree from Kevin Bacon. *swoon*
PBJS/MSLGROUP senior creative director Mike Standish recaps his experiences at SXSW, with one big takeaway from each session, and some notes on what it’s like to attend SXSW Interactive.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
2. DIGITAL BRANDS +
LIVE EXPERIENCES 1
In this paper, we’ll outline and explore:
• The cultural landscape digitally native brands inhabit
• Consumer, tech and marketing trends
• The benefits digital brands can gain through meeting
their audiences offline
• How digital brands can make meaningful real-life
connections
When done well, experiential marketing — or
more specifically, live experiences — delivers
opportunities for consumers to interact with
brands in uniquely meaningful ways.
For brands with a real-world footprint, live engagement is a no-brainer. But for
brands that exist solely in the realm of zeros and ones, connecting with users in
real life can seem like a big leap – one digital brands must take if they want to
build lasting consumer relationships.
Why is now such a critical time for digital brands to add live experiences to
their marketing mix? With a fresh awareness of the consequences of
ultra-personalized news feed “bubbles,” consumers are grappling with their
digital media and product choices. Consumers have a renewed commitment to
improving their digital health – and a sense that they’re overdue for a
check-up.
Perhaps inevitably, this increasing wariness of digital information is
affecting our perception of brands we only interact with through our
digital devices.
The result is an environment where the pull of human, flesh-and-blood
experiences is becoming stronger – and digital brands are increasingly seeking
opportunities to hybridize their relationships with consumers.
3. DIGITAL BRANDS +
LIVE EXPERIENCES 2
THE LAND OF ECHO
CHAMBERS & CHATTY BOTS
Over the last decade, high consumer demand for
personalized products has pushed brands and media
channels to serve up meticulously curated
experiences. On the one hand, personalization is a
must for brands that want to show their customers
that they truly understand their needs and wants –
and it works.
On the other hand, you have the “echo chamber”
– a digital bubble where information sources don’t
expand, but only reflect personal viewpoints. This
phenomenon has recently lead to a backlash against
digital media sources (and our Facebook friends) for
enabling and producing narrowly targeted user
experiences.
We have to wonder – is the familiarity that digital
brands have worked so hard to cultivate actually
starting to breed distrust?
Relationship Issues:
Why Consumers Swipe Left
Digitally native brands – those whose services are
accessed via devices instead of physical stores – are
able to connect with consumers whenever they fire
up an app or log in to a service.
Through artificial intelligence, algorithms and
predictive interfaces, these brands can deliver the
level of immediate, always-on customer service that
today’s consumers expect and demand. And with
data collected through users’ ongoing interactions,
digital brands have a unique advantage in getting to
know their audiences – as far as 1-to-1,
device-dependent experiences allow, anyway.
Have you hugged your chatbot lately?
The rise of artificially intelligent chatbots and
speech-controlled Internet of Things (IoT)
assistants such as Amazon Echo’s Alexa or
Google Home signals a shift in the fundamental
ways people expect to interact with and receive
services from a brand.
But even as 2016 saw Facebook Messenger
introducing more than 30,000 chatbots and
Google scanning romance novels to make its AI
more conversational, data still has limits –
especially when it comes to evoking human
emotion.
The friendliest of chatbots or app alerts can be
ignored or silenced, or not ask the right
questions, leading to a frustrating or dead-end
user experience – and perhaps triggering Clippy
flashbacks for older generations. Researchers are
making advances in machine learning every day,
but for now, it still takes a human touch to really
get at what consumers are thinking and feeling,
and to deliver what they want.
4. DIGITAL BRANDS +
LIVE EXPERIENCES 3
Humans: The Missing Link
In this climate of fact-check fatigue, Millennial
marketing cynicism, a fragmented and
oversaturated media landscape, and short
attention spans, it’s critical that digital brands get
some face time with their audiences in order to
build trust and create meaningful relationships.
This means offering experiences that put a living,
breathing human face on your brand, or finding
positive ways to connect your brand to everyday
human activities.
Live experiences – from pop-up stores to music
festival activations – have the power to build trust
and convey authenticity, the Holy Grail of B2C
engagement. They can also break through the
noise and clutter of competing apps and online
services, as well as consumers’ algorithm-
controlled information and marketing feeds.
According to the Mintel North America 2017
Consumer Trends forecast, “Brand disruption is
paramount in getting inside of consumers’ echo
chambers and making connections with them.
Human interaction could prove effective because
advice from real people has the benefit of being
more trustworthy.”
“Artificial intelligence isn’t equipped
to deal with more complex or more
nuanced situations that customers
face on a daily basis. So although it’s
perfectly fine to get
excited about bots, it’s
also critical to remember
that the main reason
people love messaging
is because of the
human being on the
other end.”
(Source: Information Age)
5. DIGITAL BRANDS +
LIVE EXPERIENCES 4
Perhaps that’s one reason why digital juggernaut
Amazon opened brick-and-mortar bookstores in
Seattle, San Diego and Portland, OR.
Amazon Books merchandises online bestsellers in a physical store staffed with human
booksellers. Although customers can get the same products and weigh user reviews
online, here they get real-time human recommendations, plus the chance to not just
preview, but flip through an entire book’s pages, before buying. The ability to see and
touch the books and devices – and talk to experts – in person offers stronger
validation of shoppers’ purchasing decisions.
Meanwhile, Amazon Go takes a different tack,
proving that emotional connections aren’t just
about human interaction, but the promise of
instant gratification in a real-world,
tech-enabled retail environment.
The store’s beta experience, currently located
near Amazon’s Seattle HQ, uses so-called “Just
Walk Out” technology to allow shoppers to grab
what they want from the store’s shelves and then
leave without passing through check-out lines.
The Amazon Go app tracks user selections and
handles transaction charges.
While they don’t employ humans, these
“driverless” stores are live experiences that put
the power of the entire transaction in shoppers’
hands (literally) and still create a positive
connection between the consumer and the
digital brand.
Empathetic Tech FTW
In a counterpoint to the automation revolution, French
grocery chain Monoprix responded to the launch of
Amazon Go with a promo video that parodies the
Amazon spot and introduces their own new service.
Like Amazon Go shoppers, Monoprix customers can
walk out without paying – but they can’t take their
groceries with them.
Monoprix still employs the services of a checker, who’ll
tally your tab after you leave, and then dispatch your
groceries for delivery within one hour. So while
shoppers don’t have to lug their groceries home, it’s
not exactly grab-and-go instant gratification.
Nice try, humans. We have to give this point to
technology because, as in the case of Amazon Go, it’s
hard to argue that automation isn’t pro-human and
capable of empathy, despite its impact on
human-occupied jobs.
6. DIGITAL BRANDS +
LIVE EXPERIENCES 5
THE MEDIA ECHO CHAMBER: THREE FACTORS
By the end of 2016, three factors had surfaced as the main architects
of consumers’ media bubbles.
Algorithmic Bias
Human bias is something we as individuals can
control, but algorithmic bias – as experienced
on Facebook and Instagram – is much harder
to opt out of.
31% of U.S. consumers
say they use algorithm-driven
social media platforms as a
news source.1
Fake News (aka Propaganda)
It’s every consumer’s responsibility to verify
information sources, but deceptive digital media
sites are getting smarter about how they fabricate
and peddle fake news.
54% of U.S. consumers
admit they aren’t always sure if
online information is true.1
Post-Truthiness
It’s been 10 years since “truthiness” (beliefs based
on gut feelings) was named Merriam-Webster’s
Word of the Year. Thanks to the 2016 election
cycle, its close cousin, “post-truth,” earned the
same designation from Oxford Dictionaries.
Post-truth (adj.):
Relating to or denoting circumstances in
which objective facts are less influential
in shaping public opinion than appeals
to emotion and personal belief.2
1 Mintel North America 2017 Consumer Trends
2 Oxford Dictionaries
7. DIGITAL BRANDS +
LIVE EXPERIENCES 6
FOUR BENEFITS OF LIVE EXPERIENCES
Taking your digital brand out into the real world has obvious advantages –
for one, people crave and enjoy human interaction. But how do live
experiences create additional value for your digital business? We’ve
identified four key benefits.
1. Following through with always-on expectations.
Consumers expect immediate service and results – and as technological
advances continue to provide greater convenience, expectations only get
higher. Good service is no longer limited to one-off transactions, but extends
to ongoing interaction.
Digital brands can “be there” 24/7 for their users, but after
the transaction ends, where can digital brands go to follow
through? To not just continue, but deepen, the conversation?
Offline.
In the summer of 2014, PBJS helped Microsoft’s Bing in the
Classroom safe-search program be there for teachers.
We sent the Back-to-School Crew, teams of Microsoft
employee volunteers, to 10 schools nationwide to give tech
training and troubleshooting presentations to more than 200
teachers. Talks at each school were built around teachers’ top
technology needs.
The goal of this program was to help teachers and
administrators get ready for the new school year while driving
brand affinity and adoption. What were the results of Microsoft
Bing following through on their brand promise? A much higher
grade. Favorability of Bing jumped from 33 to 100 percent
among teachers surveyed before and after their involvement
in the Back-to-School Crew program.
“Moving forward, the approaches most prized
by consumers will be hybrid ones that pair the
convenience of robots with unsurpassable
humanity.”
(Source: Mintel)
8. DIGITAL BRANDS +
LIVE EXPERIENCES 7
2. Transforming the digital into the tangible.
Turn users into loyal fans through hands-on live experiences. By giving
consumers opportunities to explore and create through the lens of your
brand, you not only create rewarding moments, but also show your
audience that your brand is not afraid to be open and inclusive. You
know: human. The result of tangible and transparent engagement is
more powerful – and memorable – than any digital marketing campaign.
“[L]ive events are completing the circle in the marketing
journey created around the modern consumer, from the
initial brand engagement, all the way to the desired
action by the end user.”
(Source: Forbes)
3. Learning in the real world.
In digital-only transactions, there’s a constant exchange of data between
the user and brand, whose actions inform and guide future actions.
A PwC study on creating post-transaction customer value defines this as
“consumption data,” which may take the form of “statistics on
consumption, relevant social alerts and social connections.” This is all
very helpful to the user and the brand, of course, and increases the
digital product’s value.
Live experiences provide similar opportunities to generate and learn
from real-world consumption data that go beyond online comments and
reviews. It’s a win-win for consumers and digital brands. Being
empowered to share in-person customer feedback naturally changes
how people feel about a brand, and can help a brand shape future
transactions and product innovations.
4. Expanding 1-to-1 into 1-to-many reach.
Live experiences also have the benefit of transforming solely 1-to-1
digital relationships, where the user is only interacting with the brand via
her personal device, into 1-to-many social amplification opportunities
that embrace potential new users.
Attendee bonus: live experiences provide social sharing opportunities
for attendees that will amplify a brand’s message, potentially recruiting
new users. According to the Event Marketer 2016 Event Track report,
98 percent of consumers create digital content at branded events —
and 100 percent share it with their social networks.
72%
of consumers say they
positively view brands
that provide quality
event content
opportunities and
experiences.
74%
say engaging with
branded live marketing
experiences makes them
more likely to buy the
products being
promoted.
(Source: Event Marketer)
9. DIGITAL BRANDS +
LIVE EXPERIENCES 8
FOUR WAYS DIGITAL BRANDS CAN MAKE
LASTING IMPRESSIONS IRL
These four tactics can be applied by any brand. However, they’re especially
important for digital brands attempting to create an authentic and
memorable real-world presence – even if it’s just for a moment.
1. Listen and be present.
As in any good relationship, it’s important to take the time to listen. For
digital brands, listening is easy. But turning user habits and feedback into
meaningful two-way conversations is more of a challenge when you’re only
interacting via digital channels. As with any online romance, you’re eventually
going to want to meet your brand’s paramours in real life.
On-demand online mattress retailer Casper understands that live
experiences are an essential step in the brand relationship. One Casper
activation, the Snooze Bar, put pop-up showrooms in several cities to let
customers test the merchandise while sipping cocktails and having artists
draw interpretations of their dreams (agency: Preacher). Their mobile Nap
Tour took the brand’s quirky personality further, parking a “napmobile” on
city streets and inviting passersby inside for some impromptu shut-eye
(agency: MKG).
Each of these experiences used what Casper had already learned about their
target customers through digital data to create in-person engagements that
continued the brand conversation in authentic ways.
Image Source: Casper
“Experiential marketing in
general is really
important to Casper
because we’re
interested in picking up
where our digital
conversations leave off
and connecting with
consumers, blurring the
lines between our social
media following and our
actual communities on
the ground.”
— Monica Brouwer, Director of
Experiential Marketing, Casper
(Source: Event Marketer)
10. DIGITAL BRANDS +
LIVE EXPERIENCES 9
2. Be true to your brand.
Remember, authenticity is mandatory. Brands can’t be shy about transparency –
consumers have an uncanny knack for sensing when there’s something off-brand
about a live experience.
Avoid gimmicks and stunts that may confuse users about what the activation
has to do with your brand, or eclipse your brand identity. In other words, if you
want to achieve greater intimacy with your audience, don’t forget to do you.
PayPal takes the essence of its cashless payment service – helpfulness – and
successfully carries that through to live experiences. Since 2012, PBJS has
partnered with PayPal at the Outside Lands music festival to alleviate common
pain points for festival fans. Activations authentic to the PayPal brand have
enhanced the festival experience in helpful ways, including onsite locker rentals,
a convenience store that benefits charity, games in which everyone’s a winner,
and integration of PayPal POS and mobile sale technology into festival vending.
Year after year, festivalgoers responded by making the PayPal footprint a
mandatory OSL destination. In 2014, the PayPal activation garnered 57.5M+
total social impressions, up 500 percent from 2013, and tent attendance saw a
20 percent lift from the previous year.
11. 3. Leverage brand-enhancing partnerships.
You don’t have to go it alone in the real world. Buddy up with an established
and complementary digital or analog organization to extend your reach
through their positive brand vibes and built-in audience. Just make sure you
partner with a brand that enhances, rather than overshadows, your own. The
goal is to buoy your brand by association, not confuse consumers with an
odd-couple pairing.
Whether listing a Halloween night stay in a Romanian castle (complete
with coffin for sleeping), or Publicis Groupe founder Maurice Lévy’s former
office, Airbnb loves to collaborate to create unique experiences for
its users.
Airbnb partnered with the Art Institute of Chicago – with help from Publicis
Groupe’s Leo Burnett agency – to create Van Gogh BnB, a to-the-brush-stroke
and move-in ready replica of the artist’s “The Bedroom” painting.
During the exhibit featuring all three versions of Van Gogh’s “The Bedroom”
together for the first time, lucky Airbnb users could immerse themselves in
the experience by renting the life-sized copy from “Vincent” for just $10 a
night. By teaming up with the museum, Airbnb got an award-winning
campaign that painted its service in a positive light, while the Art Institute got
a lift in attendance – its highest in 15 years, according to Leo Burnett.
DIGITAL BRANDS +
LIVE EXPERIENCES 10
Image Source: Airbnb.com
Image Source: Creative Commons
12. 4. Offer transformative moments.
Go big or go home, as they say. Getting your brand out there takes
bravery, but elevating a live experience to a transformative level requires
an unwavering commitment to giving customers substantive takeaways.
Beyond taking your digital brand offline and into unexpected territory,
think of what your live experience can offer your audience that results in
truly transformative moments. What can you help customers learn about
the world or themselves while they’re interacting with your brand?
Consider the recent Mozilla-Tactical Tech Collective collaboration in
New York City. The brand behind the Firefox web browser partnered
with the arts organization to open a pop-up tech store, The Glass Room,
on Cyber Monday 2016. Only it wasn’t really a store – it was a
digital-literacy happening.
The slick, minimalist retail space was set up to seem familiar to
unsuspecting visitors, but then offered darkly educational twists on
traditional tech merchandising. The room featured more than 50 art
projects with a mix of mock and real technology. For example, the
“Unfitbit,” by artists Surya Mattu and Tega Brain, is a Fitbit attached to a
metronome that demonstrates how easy it is to fake user data. Meanwhile,
at the “Detox Bar,” Genius-Bar-style experts showed people how to
disconnect from digital services that track their data.
For open-source advocate Mozilla, this is all very in line with their brand,
which strives to educate consumers about their digital choices.
DIGITAL BRANDS +
LIVE EXPERIENCES 11
Image Source: The Glass Room
“[T]here’s an increasing
need, as the internet
grows and we move into
the world of the Internet
of Things ... that people
are more conscious of the
choices they’re making.”
— Mark Surman, Executive
Director, Mozilla Foundation
(Source: FastCoDesign)
13. LET’S CHAT
LINDSAY ROWE
VP, CLIENT ENGAGEMENT AND STRATEGY
917-935-2524
LINDSAY.ROWE@PBJS.COM
WWW.PBJS.COM
ABOUT PBJS
PBJS is an experiential agency with
offices in New York, Seattle, Chicago
and St. Louis. We are trusted advisors
to clients like Microsoft, Samsung,
Walmart and Citibank. Our ideas
come to life as brand strategies, live
events, digital experiences and video
content – imagined and executed by
our integrated creative and
production talents.