P2Blog

Bringing Brands To Life (Weekly Roundup: February 27)

Posted by Gabriella Prieto on March 3, 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).

Have a blog, video, case study, infographic, or article you'd like to see included in next week's Roundup? Send it our way! We'll give credit where credit is due with a link to your Twitter handle and website.

 

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1. Adapting Brand Experience Marketing for the Financial Industry

td-financial.jpgPhoto Courtesy: Forbes 

Found in Pop2Blog, written by Samantha Stallard

As brand experience marketing exploded in media, with sponsorships, mobile tours, pop-up stores, proprietary events and stunts, banks were slow to start. Local branches could put out a folding table with free pens at a high school football game and label the afternoon an "experiential marketing initiative." While that's a start, this type of marketing strategy is best executed on a corporate-level, creating buzz and social attention for everyone, regardless of location and baseball prowess

By showing up in high-energy, high-fun locations that don't scream "low interest rates" or "free overdraft protection" like music festivals, award show parties, or art openings, banks can do several things:

  • They place themselves where consumers are in a place that’s already exciting and inviting
  • They prove that they want to interact with the customers and communities they serve
  • They can offer their products/services to people they might not reach otherwise

Even at these otherwise awesome events, talking about finances is still boring, especially when attendees are more focused on listening to music, drinking with friends, or keeping their kids entertained. Banks and financial institutions must meet consumers in the middle. Try turning a lesson on personal finance into a game or provide a high-value incentive for opening a new account.

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2. At The Oscars, Bringing Brands to Life

oscars_people.jpgPhoto courtesy: NY Times
Found in The New York Times, written by Stuart Elliott

During the 86th Annual Academy awards, you probably saw commercials for more than a dozen organizations or companies, such as AARP, Coldwell Banker, General Motors, J.C. Penny, etc. Those spots are only just a small marketing effort that seek to walk the red carpet. In addition to this, advertisers put together events in L.A. as part of an experiential marketing trend. The concept is to offer consumers tangible ways to connect with brands. This is so that such engagement is more likely to stimulate positive word of mouth and discussion in social media. Brands that participated in these engagements include Banana Republic, Chobani, Fiat, Grey Goose, Stella Artois, and Vanity Fair and People magazine.  

For example, Vanity Fair invited more than 120 bloggers and online reporters covering the Oscars to use branded WeWork spaces on Hollywood Boulevard such as a media wall, a faux food truck, and a vending machine powered by Twitter. Another example, People Magazine brought 300 readers and their 300 guests, selected through sweepstakes from the magazine’s V.I.P subscribers to take part in a daylong Oscar red carpet and a viewing party.

Other experiential marketing efforts were centered around the Academy Awards. “It’s a very different way” for the brand “to engage,” said Catherine Sadler, global chief marketing officer at Banana Republic.

Our take:

Billboards are boring, commercials are bathroom breaks, and online presence of a brand are click-by’s. No one really participates in remote and boring advertisements anymore. We have too short of an attention span for these types of traditional advertisements. This is why engagement is key for all of us. We get along really well with those people that want something more, something to look forward to, and something that creates a relationship, which are engaging events.

Magazine brands, in this case, are getting the right idea and marketing to create something more. The magazine companies seem like they would be at the tail end of their life because everything is digital now, so it’s sad to see that print books, magazines, etc. are dying out. But with the experiential marketing trend,  they are in good shape. Vanity Fair and People Magazine brought each of their brands to one of the biggest events in Hollywood, The Oscars. That could not be any better than a time to take a run down the red carpet.

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3. 5 SEO Strategies for Your Next Brand Event

seo.jpgPhoto Courtesy: Pexels
Found in P2Blog, written by Samantha Stallard

1. Create a shareable event: Your consumers who are already interested in attending your event don't want to waste their time scouring for your site. Make it easy for your site to be found by including your brand name in the title, along with details such as date, city, venue, or area of interest. As people register to attend, provide them with clear, pre-populated social sharing links and email them as instant trigger message, thanking them for registering, providing follow up information, and, once again, encouraging them to share the invite with friend

2. Focus on reach: When SEO is done well, your event will be easy to find online, even for the most secure and limiting internet searches. Provide alt text for all images, so users who are unable to download accompanying graphics (and the search engines themselves) still have enough context to understand what you wished they could be viewing. For all your event site’s images, make sure to include important keywords when it makes sense in the context of the image.

3. Make your event's website beautiful and responsive: You want to create a grade-A experience for the search engine robots that will be crawling your site with clear headlines and anchor text. Ensure that each section is separated with headlines using <h1> code header tags, highlighted text, increased text size, or bolding. Anchor text is the text that is highlighted in a link and must provide enough context for the link's they're taking your visitors to. 

(Read more by clicking on the title.)

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4. Acura Hopes to Expand Its Immersive VR Activation Beyond Its Sundance Debut

 Video Courtesy: Ad Week

Found in Ad Week, written by Kristina Monllos

This experiential marketing effort, Mood Roads, was a huge hit at the Sundance Film Festival back in January. The way that Acura is using its immersive technology is by showing consumers the technological advances of its cars. Now, Acura is looking how to roll out its experience at future events. The activation had over 1,300 riders during its Sundance Film Festival run, set-up on Main Street in Park City, a prime foot traffic spot and through social media the experience was able to reach 2.5 million people, according to Spinifex data.

Spinifex Group, along with MullenLowe, worked with experiential artist GMUMK to create the activation. “We consider Mood Roads a success,” said a spokeswoman for Acura via email. “It generated a lot of buzz at Sundance, we had long lines consistently which ultimately drew more people through our activation. The activation communicated our exclusive technology Sport Hybrid Super Handling in a unique and innovative way.”  

Our take:

Automotive industries have the right idea pursuing VR activations. How do you really feel when you are driving in a certain vehicle? A bunch of sensors go off in your mind - anxious, excitement, amazed, nervous, relaxed, etc. This creates an emotional attraction to the drivers and the brand. Do they actually enjoy the ride? If they do they are more inclined to buy the vehicle. These car companies are stretching further than the news or press to reach their audiences to capture their attention. What Acura did was a little bit different - they took an experiential trend and delivered it with the opportunity to take over their message. This is brilliant

Pop2Life, as a creative, experiential marketing agency, has a similar approach as Acura’s creative marketing agency, MullenLowe has. Similarly we help promote Hap and Leonard on Sundance TV, by creating a multitude of activations to get our guests involved physically. Having these brands promoted at a live event makes it all worthwhile because it gets people involved and brings more attraction and attention. We tend to highlight the benefits of our partners by making the experience encapsulating.

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5. How To Implement Experiential Marketing and Brand Loyalty Into Your CX Strategy

marketing-board-strategy.jpgPhoto Courtesy: Business 2 Community  

Found in Business 2 Community, written by Matt Banner

People expect their interactions to be something that wows them because our connected world has changed people’s thought process. Simple advertisements are important, but the puzzle seems incomplete. What is brand loyalty? It involves stimulating as many of the customer’s five senses as you can. It’s about creating an experience that sticks with them and associates positive emotions with your brand. 90% of all purchasing decisions are made subconsciously, so if you create an experience, forge a memory, and build an emotional bond, you have a much better chance of earning a consumer's loyalty.

Something that all large organizations have in common is engagement. There are numerous tools at the disposal for making customers a part of your brand. This type of engagement happens both online and offline, so it is all about how you create the experience. Here are five ways you can do that at every level of your business:

  1. Why do customers connect to my brand? If you’re going to host an event, attend an event, or host a livestream event, make sure that the connection is a meaningful one. The entire approach should be lined up with the company’s culture.
  2. How do I harness social and digital connections? Thank you to social media for reachability! This is the best way to reach consumers when they physically cannot be present at an event. This also allows consumers to interact from anywhere. To focus on the consumer - live stream - this way the company reaches a countless amount of people without a strain on the budget.
  3. What can insane brainstorming and preparation do for me? A combination of ideas ignites inspiration and motivation amongst people. To be involved heavily with your team, brainstorming creates an energy that allows everyone to participate and bounce off each other.
  4. Which senses should I focus on? Engagement must go beyond what people can see. If you activate the senses of smell and taste through a computer screen, you’re doing it right. Consumers do not have to present to stimulate these senses, but a strong image or story can cause the consumers to feel the same way if they were actually there.
  5. How do I tame the time and money beast? You start with an idea, turning it into a reality could be the hard part. If you break the idea down into unique parts, and look to see how those pieces fit into your budget, entirely. Get excited, but make sure you can translate them into manageable solutions.

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Topics: pop culture, news, experiential marketing, events

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