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One Size Does Not Fit All (Weekly Roundup: February 13)

Posted by Gabriella Prieto on February 17, 2017
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Every Friday, the P2Blog will feature five industry articles that are trending, relevant, shocking, hilarious, or rediscovered. The Weekly Roundup is a curated list of what Pop2Life is sharing around the office - complete with our thoughts and on-point opinions (IMNSHO).

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1. Google Home Links Search to Experiential

googleevent.jpgPhoto courtesy:  MediaPost
Found in MediaPost, written by Laurie Sullivan

Google and experiential agency Grow Marketing are heading to Chelsea Market in NYC next week to show off Google Home and Google Play Music. They will set up the device and service into three tiny homes. People will be able to go inside the small homes, meet the guests of the tiny homes, and have hands-on experience with the products. Before entering the home, vistors will be greeted by: YouTube Creators MyCupcakeAddiction, filmmakers Wong Fu Productions and the musical talent Us The Duo. Each of them will demonstrate how they use Google’s products. They will also have the option to explore Google Play Music by casting their playlists to multiple speakers via Chromecast Audio and Google Cast.

"We realized that the best way for people to experience the magic was to create a tiny little neighborhood where people could step inside and see how Google Home and Google Play Music would workd in the lives of three very different types of people," said Gabrey Means, Grow co-founder.

Our take:

Searching on Google is second nature to basically everyone across the globe (it's the leading search engine in the world after all). But now, Google even excels technologically, by creating user-generated products. Incorporating consumer experience to their marketing is the best way for people to experience the magic of their products.

Why? Google created these three tiny houses for consumers to experience how three different types of people interacted with the product. This is what entices people to purchase the material - real-life experience that they share with each other and the word of mouth creates even more conversation about their brand. 

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2. Five Major Marketing Trends You Can Expect to Rise in Popularity This Year

midnightlive.jpg

Found in Forbes, written by Beth Doane

The Brand As A Shared Experience: Experiential marketing, of course, is #1 because it is no longer just about sharing a brand’s ethos in a physical space, but rather demonstrate how a brand’s story intersects and aligns with the consumer. The way that this is done is through innovative experiences and interactive elements, but also extending the interaction before and after the event. This is done through social media, content and online experiences.

One Size Does Not Fit All: One piece of content does not work for all platforms. Consumers now switch between Facebook, Youtube, Snapchat, and five other apps in between, interacting differently with each platform. This means that marketers should double down on content. Brands, both big and small, create unique content extensions for each channel. For example, what is shown on Instagram will be different from Facebook or Twitter. Each piece of content should be different, yet fitting with the larger campaign.

Staying Relevant By Way of Consolidation: With the rapid evolution of consumer engagement and growth of new distribution platforms, brands are seeking greater transparency and cost efficiencies to meet the market’s appetite for content. This is why brands are bringing agency capabilities to produce their content. Agencies are diversifying their offerings by investing in big data in order to stay relevant.

Bringing On Influencers 3.0: Anyone has the power to become an influencer and the Internet especially gives us the opportunity to have a voice. User-generated content is not new, but marketers are investing in and working with smaller-scale users on Instagram and YouTube to reach audiences. Working one-on-one with influencers to co-create content and simply having them serve as amplifiers for content.

The Ride of Live Streaming: As we have seen Facebook and Instagram live streaming, we will eventually see more brands embracing live streaming as part of their content strategy. Live content can be difficult to do well, but make sure that whatever you do is aligned with your brand ethos and share-worthy enough that consumers will care.

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3. How Mastercard Is Mastering the Grammy Awards

masterpass.pngPhoto Courtesy:  The Drum
Found in Forbes, written by Steve Olenski

“We’ve been fortunate to partner with The Recording Academy as sponsor of the Grammy Awards for 9 years now and thought it would be the perfect venue to introduce #ThankTheFans,” says Raja Rajamannar, CMO of Mastercard. Their recent campaign #ThankTheFans was an initiative in Music’s Biggest Night - the 59th Annual Grammy Awards. To marvel up excitement leading up to the Grammy Awards on Sunday, Mastercard created the Masterpass #ThankTheFans House, which has taken up residence at the Gibson Brands location on Sunset Boulevard (formerly Tower Records), delivering a one-of-a-kind experiential record store with interactive music experience for all fans.

With record sales at an all-time high, Masterpass was helping to connect music fans with what they wanted. They partnered with Vinyl Me, Please, a record of the month club and online record store, to provide a mix of special edition and classic titles for the #ThankTheFans House all for just $10. All proceeds were donated to MusiCares, an arm of the Recording Academy that provides a safety net of critical assistance for music people in times of need.

On Grammy night itself, everytime an award was presented, fans could have Masterpassed $1 and receive special offers: movie tickets, designer fashions or even a trip to next year's Grammy's. When an artist thanks their fans during an acceptance speech, Masterpass will unlock even more special items. 

“The first place you’ll ever see us deliver this platform as we set out to thank fans across their passions, celebrating the events and experiences that bring us together,” said Rajamannar.

Our take:

Mastercard really succeeded with this experiential marketing campaign. This is because consumers are shifting their spend away from materialistic things and focusing on their experiences. Those retailers that are delivering both an experiential in-store environment, as well as an engaging digital environment are thriving. This is why it is so important for brands to become engaged. 

Experiential marketing is at its most powerful when it is an owned experience. While, of course, activating your brand at a third party event has serious benefits (such as aligning your product at an already successful platform), owning the entire experience from start to finish allows you to customize according to your vision and sales goals.

Consumers are in charge of their own sales cycles - they know what products they're in the market for, they know their price range, they know their needs, and they know when they're ready to buy. 

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4. Show-Goers Just Wanna Have Fun: 3 Tips for Engagement with Experiential Marketing

autoshow.jpgPhoto Courtesy: Target Maketing

Found in Target Marketing, written by Candice Simons

The North American International Auto Show is an unique experiential marketing opportunity because it includes high profile companies, suppliers, and executives behind the event. Visitors eagerly anticipate the opportunity to experience the newest innovations in auto. Therefore, experiential marketing is the best way to capture the attention of show-goers and make a lasting impression. Executives seek innovative ways to make their mark on attendees, so experiential marketing will only continue to grow.

Incorporate Interactive Displays Whenever Possible: Social media photo booths, on-site Instagram printing, touch screens and hashtag giveaways are just a few ways to create successful, audience-driven marketing experiences. Instead of customers feeling forced into participating in these events, they felt more compelled to go at their own pace and explore on their own. Even brands that aren’t automotive brands can leverage the opportunity to promote their brand at the auto show.

Create a Memorable Experience for Customer Engagement: This is the prime opportunity to engage with customers on a memorable level because some events can evoke an emotion. For example, Sprint created a movable asset that traveled its local festivals in Michigan, Indiana and Kentucky. The moveable asset invited people to interact with the brand by using the photo booth.

Maximize Exposure with Outdoor Advertising: Outside of the show itself, outdoor advertising is the most effective way to expose your brand. People that attend the auto show, are going to be there anyway, so capture the brand’s target audience while you have a chance. Forget about those huge billboards that hang out on the side of the highway, no one really pays attention to those. As you walk through a city and get caught up in an event that’s when you cannot miss out.

Our take:

The auto show is a main attraction for consumers who are interested in buying cars, and even those who aren’t. Those who promote their brand there have the right idea. Not only are they trying to sell those automobiles, but other brands there are getting the customer to react. Putting these three tactics to work will maximize your brand undoubtedly and leave a lasting and valuable impression on the hundreds and thousands of visitors.

It’s a rare and exciting turn of events, literally, when a brand’s live engagement strategy is so powerful that it starts to become a calling card for the brand itself. And a key point of differentiation for automakers, as one of the most competitive consumer categories on earth.

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Topics: pop culture, news, experiential marketing, events

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