Right Brain, Left Brain Blog

62 posts categorized "Experiential"

26 May 2015

Top 5 Drone-Driven Campaigns

When you hear the term ‘drones’, you’ll probably either think of the small quadcopters Amazon want to use to deliver packages, or the large unmanned aircraft flying over warzones.

The smaller commercial versions of them are being used in a variety of different ways, from delivering food and taking selfies, to being used as an ambulance drone, widening the availability of Wi-Fi in remote places and even planting trees in rainforests. Furthermore, we're seeing increasing use of them for - the rather awkwardly termed - ‘Drone-vertising’.

Here are 5 ways that brands have used drones to get their campaigns ‘off the ground’.

Coca Cola

In an effort to bring a little happiness to the lives of its migrant workers, the Singapore Kindness Movement joined forces with Coke to deliver photos of locals thanking them for their hard work and some ice-cold cans of coke. Since their construction sites were on the top of half-built skyscrapers, drones were used to get the care packages to more than 2,500 workers.

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11 May 2015

Untapped Potential: Top 5 experiential secrets in travel retail

Travel retail is now big business, with airports quickly developing into favourite shopping destinations for consumers with the time to browse and the spending power to buy.

Increasing competition for airport retail space, means experiential marketing can hold the key to brands standing out from the crowd and grabbing consumers’ attention. The right kind of activity helps travellers pass the time as they wait for their flight, gives them the chance to try products before they buy, and drives them in-store to make a purchase. Create a good experience, and the chances are travellers will also spread the word to families, friends and business contacts.

Here are five tips for creating airport experiential activity with impact:

1. Plan from the start

Great experiential begins with great planning. To meet a brand’s marketing objectives, it should be integrated into any retail activity from the start – whether that’s airport-specific or the wider marketing, trade or consumer goals. It should never be a last-minute bolt on and should be factored into your airport activity budget from outset, so that it can sit alongside and complement other marketing activity.

KPIs, targets and other relevant metrics should be built into your experiential plans, with key learnings reviewed at the end of each activity and incorporated into future planning.

Continue reading "Untapped Potential: Top 5 experiential secrets in travel retail" »

16 March 2015

Top 5 Augmented Reality Outdoor Campaigns

Augmentedcampaignres2

Augmented reality isn’t necessarily a new concept in outdoor advertising. Back in 2011, Lynx used the technology for their Fallen Angels campaign in London, Victoria Station, where virtual angels fell to earth via the station’s big screen.

Here are 5 recent examples of innovative outdoor campaigns that are using augmented reality technology to add a new dimension to their experiential and guerrilla marketing.

Skoda Fabia

In February 2015 at London’s Waterloo Station, passers-by were able to interact with a touch screen display and customise their own version of the Skoda Fabia. With 14 colours, 5 interiors and 3 concepts to choose from, once they’d chosen from one of 90 possible designs, the customised vehicle appeared on the screen in real time. A great example of how AR can give consumers more control during a campaign.

 

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10 March 2015

Customer experience is not just for customers

Retail brands don’t know how good they have it. Debate has recently centred on how online and offline retailers could provide consistent “customer experience”, and thus encourage loyalty. It’s a conundrum, sure, but more than that I’d suggest it’s an opportunity.

Any brand with a complex customer infrastructure has unique brand-building capabilities. This is not about providing great service, consistency, or usefulness (important as these things are), it’s about having a canvas on which to paint “strategic idiosyncrasies”, which build on your brand’s advertising proposition.

If you think about it, in this age of “word of mouth”, “social media”, and “the worldwide web”, the way a company actually operates gets a huge amount of exposure. However, people being people, the type of thing that hogs this exposure will not be timely delivery, or courteous service – it will be the quirky differences that are unique to that company. Talkable stuff. The geniuses in Apple stores, the navigation trails through IKEA, your name on the coffee cup in Starbucks – if you design these differences with your marketing goals in mind, then hey presto, you’ve created effective WOM advertising within your actual company, whilst simultaneously improving your customer experience and building clearer links between your brand and product.

Taking this customer-experience-as-strategic-brand-building approach makes complex brand/buyer relationships not daunting, but exciting. 

Think about a car manufacturer. The touchpoints are endless. There are the phone calls, the test drive booking, the dealership experience, the test drive itself, the purchase process, the customisation, the servicing, the courtesy car, the process of selling the car back to them… all of these are brimming with potential for a unique brand twist.

And that’s only thinking about the “standard” customer moments. The manufacturer can build on these any way they want – events, anniversary presents, concierge services, valeting, foot rubs, you name it. Every tiny interaction has the potential to be something that will play as advertising to the world at large, and build the brand in the eyes of future customers.

So, retailers? They get no sympathy from me. The guys that I shed a tear for are those with such one dimensional customer relationships they never have the chance to exploit these processes – the poor FMCG brands.

When we look at Forbe’s list of the world’s top 20 brands, only one is FMCG (Coca-Cola, who are hardly a fair comparison), whereas 12 are brands with physical retail spaces. Now I wouldn’t suggest that this customer experience potential is the sole reason for this imbalance, but still it’s an interesting observation. Is a “strategically idiosyncratic” customer experience useful in building a powerful brand? Surely yes.

Continue reading "Customer experience is not just for customers" »

02 December 2014

Brands aren’t entertainers – they’re better than that

Advertising has always tried to copy entertainment. It appears in the same places, plays by the same general rules, and since we’re living in a golden age for the arts, the creative premium for advertising has never been higher. The subtlety of the best now often escapes easy description, playing with tone, feel, pacing and irony in ways out of reach for the majority of work. Ideas that sounded great on paper, when filtered through the inevitable compromise and committee, can easily be rendered gauche and bland.

It wasn’t always this way. Back in the day when the bulk of our entertainment came from four grainy channels and dog-eared Dick Francis novels, we were pretty easy to impress. This made marketing quite a bit easier, since we were all capable of producing something that could command forgiving attention spans. 

But now we’re spoiled. Our exposure to intricate and plentiful expanses of content has chiselled our palates to a level of discernment that feels distaste at even the tiniest misstep or incongruence. 

Applying this discernment to advertising (and why wouldn’t we, it invites the comparison), has produced the highest absolute quality of work we’ve ever seen, but simultaneously the lowest ever relative quality in comparison to the public’s standards and tastes.

How can brands survive this situation?

Continue reading "Brands aren’t entertainers – they’re better than that" »

04 November 2014

How technology is changing the face of customer service

However much Experiential, Travel Retail, Customer Service and Logistics have changed over the years, they all still require the same thing to succeed: the human element. This has always been the way and will long continue to be so. What has developed at a particularly rapid rate in our sector is the technology and processes behind these face-to-face services, enabling shorter delivery times, lower costs and live measurement; all of which are key to ROI.

We can now turn those fantastic creative ideas and mechanics into reality with real world budgets. For example, digitally create a walk through in a virtual world of a given campaign to ensure all is as expected and make those last few changes before going live as required. The creative structures can be printed on 3D printers and once signed off, sent straight to production on CNC machines, all in days rather than the weeks required in the past. The costs for complicated bespoke modelling as result has now become accessible to all, rather than being reserved for the multi-million pound TV ad.

Continue reading "How technology is changing the face of customer service" »

24 September 2014

Experiential’s true reach

Ah, “Reach”.  Experiential, meet thy nemesis.

The same dance has been performed for over a decade now. Experiential agencies brag about the influence their campaigns have on consumers, while their clients reply “well, it had better do for £4.26 cost per contact”. The agencies then mutter something about “marketing mix”, and we start all over again.

Everyone has a point here, and ultimately they compromise, accepting it as inevitable that “reach” and “experiential impact” are two ends of a see-saw, and we must choose between them.

The truth is, this isn’t completely accurate; and here’s why:

Once again, we are seeing experiential suffer from being viewed through the same paradigm as other forms of marketing. Unlike TV, print, social, and so on, experiential has no “format”. A TV ad’s “format” is 30 seconds of video in an ad break; a print ad’s “format” might be one full page of a magazine; meanwhile, experiential sits outside of this – whatever your idea is, that is your format. This paradigm has had a similarly misleading effect on reach.

With other media channels, we “get” reach. We’re dealing with an isolated media unit, and we just look at how many people it gets put in front of. How many people were viewing that TV show? How many people read that magazine? How many impressions did that Facebook post get? And so on.

Continue reading "Experiential’s true reach" »

14 July 2014

The power to wow: Why it’s time to bring experiential into the mix

Included from the outset as a core element of the creative marketing mix, experiential has the power to wow. Ian Priestman, head of experiential at Blackjack Promotions explains how.

In the same way that you create standout for the consumer, to engage with the brand, experiential agencies need to create standout for the marketers and planners to understand why they should be using experiential marketing.

In the same way we need to communicate the brand message, product USP or sales drive – we should be able do the same for our own offering.

It’s all too easy for experiential to be missed out of the marketing mix, using the excuse that it has limited reach, high cost of contact and basically is seen as hard work. Let’s make sure that we have an answer to all these negative responses with strong case studies and proven measurements of the standout successes of the campaign.

As we know, experiential works very well either as an amplification of a mixed marketing campaign or to create the content for digital and PR amplification.

Continue reading "The power to wow: Why it’s time to bring experiential into the mix" »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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