“Advertising is dead,” they say. Is it really?
So you hear a lot of new marketing revolutionaries say that advertising is dead and that traditional ad agencies will die with their cherished methodology. While I may be considered part of this revolution, I don't agree with the notion that advertising no longer has a place at the table. To remain relevant, advertising has and will evolve to meet the demands and desires of its intended audience. After all, advertisers have heard the message - consumers don't want marketing messages forced on them. They are more responsive towards marketing which connects with them on a personal and emotional level.
So, many advertising agencies have taken a page from the experiential marketing handbook and are creating ads which are more relevant, interactive and engaging. However, it's how those ads integrate into an overall marketing plan, that is the secret of its success. Even the most innovative concepts still need the support of other marketing components and tactics in order for the ad to work. Just take a look at this out-of-home concept from McDonald's in London. They strategically combined social media, experiential and out-of-home into an innovative marketing strategy. McDonald's Piccadilly Circus Facebook fan page describes their campaign as follows:
"McDonald’s recently launched a new interactive sign where passers-by can interact with images displayed on McDonald’s giant LED screen, and visitors can take an interactive role at one of London’s most photographed locations in London.
We want to see what kind of pictures you come up with, and what you think about the sign. So please add your pictures to this group or check out the photo pool on Flickrhttp://www.flickr.com/groups/mcdonaldspiccadillycircus"
Surprisingly, the Facebook fan page is not as populated as one would expect. Perhaps it's a case of a great idea with a flawed execution?
Staffing. Take the word out of your vocabulary.
Something that has puzzled me over the years of working in this industry is the common use of the word "staffing" when referring to the services provided by a company which supplies brand ambassadors, promotional event staff, field representatives, market managers, etc. to experiential and event marketing agencies. It's quite possible that many companies are worthy of such a limiting label for the commoditized service they provide. However, I am certain that agencies planning for a flawless execution, do not wish to entrust their field labor to a company that views their support service simply as human resources. Right?
Arguably, the field personnel in any experiential marketing program are the most vital components. After all, no matter how innovative your concept or how perfect your strategy may be, a lackluster team of brand ambassadors can send any program to oblivion fast. A poorly trained or screened brand ambassador can potentially ruin the brand's reputation and value. Not only must special care and attention be placed on the training, screening and casting of these brand ambassadors but they must also be professionally managed during the course of the execution, preferably by a team of people who are experienced marketers.
Words of advice to brands and their agency partners - make sure that the assembly the brand team is handled by a reputable company with marketing experience and that a realistic budget is allocated in order to ensure that only the best people are selected to represent the brand in the field. Anything less can unnecessarily place both the brand and program at risk.
Push Marketing Causes Consumers To Pull…Away!
Traditional agencies beware! The marketing landscape has changed and for agencies to survive today, they need to change with it. The one-way push marketing model is no longer effective.
Consumers, many of whom are brand skeptics, have evolved. They publicly exchange brand and product opinions on the Internet, are much more adept to the marketing process and technology has helped them filter unwanted marketing messages. Word of mouth and viral marketing are stronger than ever before and a consumer's personal brand or product experience trumps any commercial spot or ad. After all, can you blame them? They were told by their parents and grandparents that most advertising is false and an exaggeration of the truth. In the past, many products purchased as a result of clever ads or commercials, did not live up to their claims. As a result, today's consumers want to experience a product and try before they buy. Product sampling and trial programs are one of the most popular experiential marketing tactics used today.
Recently, I've read many articles and blog posts which speculate on what the future of advertising will be like. Many feel, and I agree, that traditional advertising agencies must become marketing agencies. Moreover, these agencies should adopt a holistic approach towards creating solutions for their clients, because successful marketing requires a complete and deep understanding of the intended audience. I commend those agencies who have gone the extra mile to add sociologists and the like to their team, because they get it. They understand that in order to connect with consumers, they must understand them; not just on the surface but deep within their hearts and minds.
Brands must invest in building relationships with their consumers and like most successful human relationships, it's more important to be a good listener than talker. Since we now know that today's consumers are cynical and not so easily persuaded, it's important that respect them and not insult their intelligence. I often tell people that it's a consumers world and most brands are considered uninvited guests. As a result, brands need to establish some trust before they become well received in the consumer world.
Guerrilla Marketing Demonstrates How Crime Does Pay
Anyone that knows me will tell you that I am passionate about being in the experiential and engagement marketing space. Being able to literally touch and emotionally impact people with a relevant brand message is rewarding.
It's also incredibly exciting to see the methodology evolve through the shift in time, culture and technology. As with many other marketers, I continually seek out new and innovative ways to connect my clients with their audience.
McCann Erickson Romania ran this clever guerrilla marketing campaign using an innovative tactic of put pocketing. It's a very creative spin on pick pocketing but just the opposite. Put pocketing uses the same techniques but, as the name suggests, carefully inserts something in the pocket or purse of the person.
Check this entertaining video out which demonstrates the tactic very nicely.
For information on Beloved Experiential's guerrilla marketing solutions, click here...
Red Square Agency Gets Experiential at Red Tuesdays
Entrance to Red Square Agency
Wagner speaking to team at Red Square Agency
It was my pleasure to present to the team at Red Square Agency in Mobile, AL on Tuesday. Beloved Experiential has had the pleasure of partnering with them in the past to help execute some creative street team tactics and initiatives.
On the first Tuesday of every month, Red Square Agency hosts Red Tuesdays; an educational workshop for all employees with a guest speaker and catered lunch. On this particular day, I was invited to further the team's knowledge of experiential marketing and brand to consumer engagement. Additionally, I took them through some examples of our previous work, statistics, technology and our full range of capabilities.
You can read more on their blog post by clicking here. Enjoy!
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Recent Posts
- “Advertising is dead,” they say. Is it really?
- Staffing. Take the word out of your vocabulary.
- Push Marketing Causes Consumers To Pull…Away!
- Brands That Give, Win
- The Experiential World of Harry Potter at Universal Orlando Resort
- College Students Make Great On-Campus Brand Ambassadors
- Guerrilla Marketing Demonstrates How Crime Does Pay
- The 5 Dimensions of Brand Personality by Jennifer Aaker
- Youth Want “Cheap,” Adults Want “Great Value”
- Red Square Agency Gets Experiential at Red Tuesdays
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