There is a difference between seeing a shirt in a store window and seeing a shirt in an display window that inspires a shopper. If a shopper can see themselves wear the shirt, the chances they buy the shirt are much higher.
Or if a brand is in the center of a great experience (big or small), a brand can forever be tied to an emotional experience. The classic example is a song that brings a smile to your face by the memory it invokes. You are more likely to purchase that song than a song with no emotional connection.
Yeti is opening it's first flagship store where they say sales is secondary to creating an immersive experience for consumers. If they inspire shoppers to create their own experiences, and bring Yeti along for the ride, they'll win more than just sales.
Know your audience is rule number one, in life and in marketing/advertising. We have our millennials, our DINKs, our working mothers, our care takers, the list goes on and on. But each audience is unique and the way brands speak to them must be just as unique. I wear the same brand of jeans as my mother, but the styles we wear are different, just as the ads should be.
You see this customized targeting all the time from regionalized ads on TV to featuring a different moisturizer in fashion magazines based on readership age.
Argentina's tourism team has begun targeting potential visitors by highlighting all the country has to offer for people at different life stages. Their first two humerous ads focus on a young couple first starting out and an older couple enjoying life.
By looking at each shopper's purchase history and creating individualized offers or suggestions, consumers are made to feel important and valued.
We see CPG brands do this all the time. By using shopper data, consumer trends, and a plethora of other studies and learnings, a marketer's job is to get just one more unit into a consumer's basket.
And one more item in the basket means higher basket rings for retailers. So if a retailer can offer customized shopper data to CPG brands, there this an opportunity to create not only brand loyalty, but store loyalty.
Whole Foods is jumping feet first into the Shopper Analytics game with a new deal with Dunnhumby. This deal could help establish a loyalty program where none existed before and gain insights on a coveted group of shoppers.
My Facebook feed is filled with videos showing people preparing simple a meals or a new way to prepare/cut/cook a food. Apparently there is a right way to cut a mango and I've all been doing it all wrong! But I tired this new way, and it worked!
These visual hack videos have become a go-to resource for recipes and tips. It's easy to see how food brands have embraced this solution-based trend. But how does a furniture store get into the video-hack game? By addressing a common problem faced by apartment dwelling millennials...space.
Ikea created multiple 2-3 minute videos that share how small living spaces can be maximized for optimal use. These minimally branded videos offer tips on how to design a space and inspire viewers, while at the same time do a great job of highlighting the solutions available from Ikea.
Do you have a constant soundtrack running in your mind? Do you imagine even your more monotonous, everyday actions and experiences against the melody of a perfectly pitched soprano behind the power of a full orchestra? Well, McDonald's Netherlands masterfully brings that notion to life in their Maestro Burger serenade activation. Dramatizing the consumer's direct experience with the Maestro Burger is wonderfully entertaining and memorable content. A notable example of customer experience activation being brought to life and amplified with excellence. Hoping the burger is as satisfying. Bon Appetite!
Expecting to get something in return for our money is cultural conditioning, and it is a fundraising dilemma for non-profits. How can you show the impact of a fundraising contribution? How do you reward increased giving? Enter the sweet and clever interactive content benefiting those suffering from congenital heart disease. The digital experience leverages technology to both illustrate the positive influence a donation makes as well as provides the donor with immediate gratification for their contribution, all while incentivizing increased giving.
Little Mended Heart's website Give a Fuller Life shows the story of Max, a boy who lives in an empty, colorless world. As the user increases their donation, Max's world gets fuller and brighter before their eyes! It is a lovely metaphor that provides the user with a unique and fulfilling experience. A wonderful evolution for a non-profit to understand the the psychology of giving to motivate direct donor interaction to influence positive change. A bright and colorful step in a positive direction, at least for Max and congenital heart disease.
Don't you just love, love?! Emotions are contagious and even passively, we seem to take comfort in other's happiness. It is no surprise why fans throughout the world will stop everything, even amidst the most aggressive competition, to focus on their stadium's jumbo-tron with empathetic eyes, applauding public displays of love. The NFL partnered with the Ad Council in this latest iteration of "Love Has No Labels." And, again, we get the thrill of experiencing someone else's love first hand. And while this concept may not be new, the illustration of the democratization of love on this grand scale is. And what better time for us to come together with acceptance and expand our culture's definition of love?
But, why is this activation so powerful? Perhaps the closer we feel to the action, the more we allow ourselves to experience the purity of the moment ourselves. The closer we get to understanding what makes interactions more powerful, the more meaningful our actions will be, as brands, cultures, ethnicities, genders, or otherwise.
Burger King is taking great strides in helping to ensure adult customers have a memorable Valentine's Day. After 6pm on Valentine's day only, BK is offering a very happy Valentine's Day Adult Meal. It is complete with 2 Whoppers, 2 Fries, 2 Beers and a toy...an adult toy, for adults. Curious? Well, you will have to make your way to Israel to participate in this promotion.
Albeit a less traditional approach to romance, BK is unapologetically making themselves a destination to help celebrate this special day of love, and why not? This unexpected initiative is a playful, disruptive approach that meets consumers needs while creating memorable experiences for their customers. A new take on relationship marketing? Or, more appropriately, a value meal novelty through novelty.
Bud Light scored big at this year’s Super Bowl, bringing back two classic campaigns reinvigorated with timely, relevant insights, and employing channels that facilitate direct interaction with new consumers. The result? Generations successfully coming together over America’s favorite beer!
After the untimely death of iconic spokesdog Spuds MacKenzie, (timely for the dog, just not the character…) almost 30 years ago, our old friend and party animal is back, inspiring new generations from the dead! Reminding us that we have an irreplaceable role in our social circles, and successfully capitalizing on millennials’ anxiety of FoMo (“fear of missing out”- for us older folks). As the beer drinking landscape has shifted dramatically over the past few decades, Spuds's party wisdom may have come back at the perfect time.
But, even more impressive, is the resurrection and evolution of Bud Bowl. Taking new form as an interactive Snapchat game that brings that old-school bud experience to life in a way relevant to the Snapchat audience. For much of that audience, this is the first experience with the classic Bud Bowl, and it is a hit! The game ran in Snapchat’s NFL content including other Discover Channels. Its success forces us to once again ponder the age-old question: Bud or Bud Light?!
The point? Well, for this old dog, it is encouraging to see an iconic brand such as Bud Light, successfully driving new relevance, engagement and application with classic campaigns. No doubt, we should look forward to seeing how Bud Light will continue to drive more direct interactions with emerging generations, creating brand preference that will continue to stand the test of time.
For most people, cars aren't just a means to get from point A to point B, they're a lifestyle. This is especially true when we're talking luxury vehicles. What you drive says a lot about you, your style, even your passions. So, as an automotive brand, using that knowledge to deliver experiences to match can be super impactful in driving loyalty. Volvo understands this and their latest partnership activation proves it.
Volvo partnered with luxury hotel chain, Tablet Hotels, to create a pop-up luxury retreat experience called Get Away Lodge outside Are, a busy winter sports village in Sweden. People were invited too book a stay to reconnect with their passions through a variety of luxurious experiences like a yoga and meditation room, fireplaces in your room, winter sports gear for your use, and a cozy lounge area overlooking the beautiful Areskutan mountains. And, of course making sure they let customers experience their latest models in a meaningful way, during their entire stay they had access to the new Volvo V90 Cross Country, perfect for getting around those snowy roads.
Excuse me while I go put in for some vacation time . . .