by Miriam Hara | Feb 9, 2011 | Business Success
Experiential marketing is all about two things: 1) involvement and 2) engagement. This can be a great transition phase for a brand campaign that has run its course. Brand is a living thing, propelled by a living market, and getting the audience involved in your brand campaign is a sure-fire way of holding their attention. Create a deeper dialogue with your consumers.
(Click to see video) Image provided courtesy of the Edmonton Journal, under the creative commons license.
In 2009, James Ready beer ran a consumer-oriented campaign by asking its drinkers “How can James Ready Help You”? The company ended up paying for a wedding in Windsor Ontario, complete with a James Ready beer bottle cake and a stocked bar. Not only did the entire event serve as one large advertisement for the company, it gave James Ready humanity and a good name – advertisements subtly infiltrating the thank you speeches and photographs.
Marketing Magazine also reported a new experiential effort by Lays Chips to enhance their Canadian consumers’ relationship with their brand and to speak to their national identity. “Chip trips” initiated last year, helps Canadians discover Canada by organizing national trip discounts that Lays buyers are exclusively privy to. The product infiltrates the life and experiences of its consumers, ultimately impacting them positively and earning their commitment.
The best way to reach out is to engage. This can be done by any company large or small, independent of product, industry, or service, and the dialogue between crowd and client is getting more and more personal and invested.
mph
by Miriam Hara | Feb 1, 2011 | Branding
Brand is bigger than you realize. Brand is what consumers first see of a product/service… it’s the initial hook…but the follow through is even more important as it is how the brand becomes part of lifestyle.
Image courtesy of kudumomo@Flickr under a creative commons license
Your brand extends to your employees, clients, right down to your outfit. Your shoes are Nikes, your computer is an Apple, and your car is a Honda. You live in brand, and sometimes you don’t even know it – but the lifestyle these companies sell has worked, and that’s why you identify with them. Living in brand is also a way of building recognition. The iconic Nike swoosh, Apple’s…well apple, and Honda’s big H. My company is recognized by purple and mustard yellow. Purple is my brand, and I believe in brand – that’s why I wear purple every day.
This all-inclusive approach stays within marketing rules of simplicity, be direct and convey a single message. This strategy is a great “value-added” approach. But it’s all about the follow through. I wear purple and I get recognized, but if my service and “product” delivery is below par it won’t matter what colour I’m wearing. Luckily, my clients not only recognize purple, they recognize great service, solid work and expertise… and and this association sticks. Purple perfection!
mph
Miriam P. Hara
3H Communications Inc | www.3h.ca
by Miriam Hara | Jan 5, 2011 | Business Success
It’s back to business, but business, as we know it, has changed. We need to adapt to stay competitive and embrace change to be in the know … and ultimately on the go!
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by Miriam Hara | Oct 13, 2010 | Branding
Better to be a brand than not. Once consumers establish your product by brand, it is not an entity in itself. (more…)
