impact of experiential branding on advertising
DESCRIPTION
Text from lecture on how experiential branding determines whether to focus on tactical or brand advertising, what the implications for media selection, etc.TRANSCRIPT
Impact of experiential branding on advertising
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What it’s all aboutBackground and recap of experiential brandingbackground on tactical versus brand advertisingImpact on brand advertisingp gImpact on tactical advertising
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Changes in advertising in the past 10 years
1. Integration1. Integration2. Measurability3. Media choices and communication channels
Consumer attitudes behaviours and expectations4. Consumer attitudes, behaviours and expectations
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Objectives
Business Objectives
Communication Operational StrategicCommunication objectives
Brand communication
Tactical communication
Operational Objectives
Strategic Objectives
objectives
Television objectives Radio Objectives Outdoor
objectives
objectives
Digital advertising Social media Experiential activities Direct response
Campaign Objectives
Execution Objectives
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Executional objective
Research, Think now ? Think
laterconsumer insights, data mining, business analysis
Do now ? Do later
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Experiential brand objectives
Think now ? Feel later
Do now ? Do later
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Communication strategy
Tell them about the
most relevant
Think nowfeature,
attribute or benefit that
will meet their
Think later
will meet their needs
Do now ? Do later
C id th tConsider us the next time they are in market
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Experiential communication strategy
Trigger the
Think now
ggmost relevant, differentiated experience
Feel later
Do now ? Do later
D fi it l b thDefinitely buy us the next time they are in market ANDTell their friends,
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,tweet, blog, rave, etc.
Great experiential brands
I've learned that people will forget what you said, people will forget p p g y , p p gwhat you did
but people will never forget how you made them feel.-Maya Angelou-Maya Angelou
-Poet, activist, autobiographer
-For example
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Saturn Car Company
Saturn HomecomingSaturn HomecomingSaturn intro
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Westin Hotels
Heavenly bedsWh ’ h l i ith t i htWho’s she sleeping with tonightExperiential brand
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Westin: This is the way it should feel
Feel TV
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Lufthansa
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