 |
 |
Invest in brand experiences only if you reach for the outstanding...
|
 |
 |
"A truly superb atmosphere...!" (TV presenter)
The end of May marked the highly anticipated launch of Fiat 500 Cabaret, the first club in the world entirely and exclusively dedicated to Fiat's star model, the 500. The event gathered an incredible number of great feedbacks, and an audience consisting mainly of opinion leaders and VIPs. An explosive atmosphere...
Take a look at this event summary at http://www.fb.ro/newsletter/200807/the-party-500-post-event.html
"An absolutely great party" (head hunter) "Where did you get the artists? Finally, something different..." (business owner advertising), "Congratulations for this event! We really like it." (event director), and many more...
|
 |
 |
Under a quite short notice - "impossibly" short actually - one week prior to the event, we were briefed to mark a triple celebration: a first visit in Romania of a Fiat CEO, our client's 15th anniversary and their 30,000th car order. Monte Carlos bronze-winner acrobat ensemble of the Globe Circus and Damian & Friends thrilled the audience that included high officials.
Check out videos of this event at http://youtube.com/watch?v=2SjY16a91ZA
|
 |
 |
"It was extraordinary. Thank you!" "You are a team of real professionals!" (Brand Manager Oxyance).
Sensiblu pitched us for the launch of its first dermocosmetic skincare, Oxyance. Our concept, that included a "before Oxyance" sensorial tunnel, introduced the brand's competitive advantages to the press, VIPs and beauty advisors, taking them through an initiation into the "O Effect".
Brief video summary at http://uk.youtube.com/watch?v=Z3v8Y027nTU
|
 |
 |
|
Since June 2007 the agency shares belong exclusively to the founder. Our culture and standards remain unchanged. A young team of
motivated consultants, with local and external experience, has entered the race for partnership.
|
 |
 |
...it's the name of our new-born blog. We've made it possible because we have a lot to say... We share with you the funniest
behind the scenes stories (in this field, countless as you well imagine); opinions and ideas about what we most enjoy; every new discovery...
|
 |
 |
Experiential marketing is similar to movie directing - only twice as complicated... event directing is live- you can't go back
and re-edit- and the group dynamics largely unpredictable.
|
 |
 |
Have you listened to your BIA ("Brands Intelligence Agency") lately?
Brand Ambassadors aren't new, but they prove more and more powerful nowadays. And it is getting easier and easier to identify
and connect with them... Blogs, social networks, Flickr, Twitter, Amazon, eBay, Tweetscan... all of these allow companies to
listen to their consumers.
If they listen, they have a good chance of hearing who is talking the most and "the loudest". If they approach these people
in the right way, companies put their hands on gold as the BAs are simply invaluable sources of insights and consumer influence.
So here are your choices:
1. Despite the obvious 21st century trends, you may "joyfully" continue to spend millions on traditional marketing, reaching
wide audiences and hoping that your sales and image will go up...
(And that you won't get a 91% failure. Like in the US for example, where during the well known Super Bowl last year, marketers
spent an average 2.6 million dollars for every 30 seconds of advertising...only to find out that as low as 9% of viewers managed
to remember not only the ad but the product it was associated with. That's nothing less than a total waste for these marketers
of 2,36 million dollars... We know, here is certainly not US... But is the gap in consumer behavior the same? We would be curious
to know the efficiency figures of this year's Euro 2008.)
Or
2. You may acknowledge that traditional marketing is increasingly unable to make its audience remember what they're being told. So
it's time to reconsider strategies and develop smart experiential campaigns focused on generating and nurturing your true brand
advocacies... (Campaigns that are much more exciting, really...more about this our next Newsletter).
Marketers put a lot of effort into building their brand notoriety when in fact they should put at least the same amount of energy
and effort into building brand advocacy.
As countless studies show that the key and first driver of purchase consumers cite is recommendation, be it from colleagues,
family or friends, the value of brand advocacy -and its extended WOM (word-of-mouth) effect- becomes obviously priceless.
Key words to get the most and best BAs are "connect", "engage" and "inspire", all leading to those smart brand experiences you need
to tailor. The sooner the better.
In more sophisticated markets, companies have already given up organizing media, advertising or PR pitches, focusing instead on
pitching simply for ideas whose media budgets tend to be ZERO. (See The Marketer, June)
Now, let's take a closer look at 2 brands that developed highly efficient brand advocacy campaigns last year:
= Starbucks
Imagine getting in a cab in the morning and having a friendly cab driver turn to you and offer a 5$ coffee card to be used in any
Starbucks location. Then, he announces you that your ride is free of charge as Starbucks will pay for it. Of course, an idea that
benefited of a huge WOM effect.
= Nivea
In another tone, Nivea built awareness on its new "Goodbye Cellulite" product by using 2 virals which reportedly received 1,3
million tracked plays in 3 months, creating about 6,000 brand ambassadors and helping the company reach 80% of its targeted yearly
sales in...6 weeks.
For more on brand ambassadors see our last Newsletter on Trend Dictators.
Stay tuned for our next Newsletter that will reveal the advantages and key tools for achieving the much desired
bond between your brand and your audience.
|
|
|
