How Brand Stories are Translated into Brand Experiences
Posted by Excollective on Jul 23, 2015
What’s in a story?
Whether factual or fictional, great stories that are able to transcend time carry elements that are memorable – and in doing so, trigger personal and emotional connections. By immersing themselves in the story and forming these connections, people can actually consider this as an experience.
This kind of strong connection is what experiential marketing aims to achieve. Experiential activation is playing an increasingly critical role in integrated marketing campaigns as the value of interactive customer experiences, combined with the explosion of digital and social media platforms, have been shown to achieve improving returns on marketing investments.
In The Pearlfinders Global Index 20151, it has been reported that there had been a whopping 54% increase in experiential activities from the previous year based on an analysis of yearly interviews with 10,000 marketing budget holders from across Europe, the UK, USA and Asia – and this increase shows the attractiveness and effectiveness of experiential marketing campaigns.
To affirm the importance and increasing demand for experiential activations, here are some of the interesting figures from the Event Track 2014 report2, the US-based research, published by the Event Marketing Institute:
- 14% of brands say that they achieve a return on investment of greater than 5 to 1 from their event programmes;
- After an event, 74% of participants have a more positive opinion about the company, brand, product or service being promoted;
- 96% of consumer survey respondents said that, if they were interested in a product, participating in an event made them more inclined to purchase; and
- 93% of respondents said that live events and experiences are more effective than TV commercials when it comes to better understanding products and services.
Our own experience confirms that clients recognise the value of experiential marketing and understand that consumers want well-executed events and experiences that invite participation and engage the senses, such as is achieved with samples and demonstrations.
As concrete examples, here are a few of brand stories that we have translated into memorable brand experiences:
Fun in the Sun for Oz Lotto
How about creating the ultimate beach experience for a brand activation? Created for Oz Lotto and set at the iconic Opera House foreshore during Australia Day, this proved to be a very iconic and enjoyable brand experience for the public – seen on land, from the air and from Sydney Harbour.
Strut Your Nails the Essie Way
Having a mani-pedi session in a mall for nail-products launch is so common and, to be frank, not so fab. How can this event be amped and glammed up?
Runways are something that people will always be drawn to – so why not make a mini-catwalk for newly and beautifully painted nails using Essie’s new and colorful range of products? This event proved to be highly successful that the same set-up was used for multiple retail activations.
On the Road with Breville
Interactive demonstrations are one of the best strategies to promote a product, and to showcase these in different areas could be quite a challenge.
Roadshow tours require a lot of installing and uninstalling – so for Breville’s product activation event, the pop-up demo zones were made to be durable, stylish and engaging to test out Breville’s juicers and coffee machines around Australia.
We can think of experiential activation as a great storyteller – the more the storyteller captures the attention of the audience, the better the chances of the story spreading. If you need some help to translate your brand story into meaningful brand experiences, message us and let’s brainstorm!
- “The Pearlfinders Global Index.” Downloadable .pdf document. 19 January 2015. Web. Accessed 22 July 2015. http://about.pearlfinders.com/documents/the-pearlfinders-global-index-2015-42227
- “EventTrack2014” Downloadable .pdf document. Event Marketing Institute. Web. Accessed 22 July 2015. http://www.eventmarketing.com/eventtrack-2014/