Experience is believing - and believing is forever when it comes to brand love.
More brands are investing in experiential marketing than ever before. In fact, a recent Freeman Global Brand Experience Study found that one in three CMOs said experiential marketing would account for at least 20% of their marketing budgets in three to five years.
What do these CMOs know? They know that experiential marketing works. According to Adweek:
While experiential marketing includes everything from street teams to pop-up events to mobile tours to to trade shows to music festivals (and beyond), it means more than just events. It requires seamless brand strategy, architecture, publicity, design, content development, technology, artistry and production all working together. This approach ensures the experience we create will be only the starting point for a long-lasting connection between the consumer and your brand.
To make lasting impressions through innovative experiences, a brand must first know how to create an emotional connection with its consumers -- a connection that inspires and delights. It’s a tall order, but it’s one we’ve accomplished time and again.
Our approach is rooted in empathy and a thorough understanding of your ideal customer. Using our proprietary consumer shopping behavior data and data management platform, we build audience profiles that capture the needs and desires of your target -- along with how your brand satisfies those cravings.
This knowledge inspires us to create memorable experiences that resonate, build connections, and push boundaries. These experiences are built to scale, no matter where you want to deploy. This approach is a balance of heart and science, innovation and results, loyal fans and growth.
We believe great experience design doesn’t stop with the event itself. We engage our Strategy and Media teams to extend our live experiences to your broader marketing ecosystem via the right marketing channels, partnerships, and other assets relevant to your audience -- showing up at the right time and place to draw them to you. Then we figure out how to do that again, bigger and better than before.
The end result is an experience that leaves a lasting impression on your customer, helping you stay top of mind and relevant in a highly fragmented world. And this approach has earned us recognition as part of the #1 U.S. Experiential/Event Marketing Agency Network, as named by Advertising Age in their 2017 report.
When it comes to e-readers, Amazon is the recognized market leader with its outstanding line of Kindle products. And the company aims to stay on top by continually fostering a love of reading – and cultivating future generations of bibliophiliacs.
We suggested Kindle become the Bee’s presenting sponsor. The result: two beloved brands working together with the belief that reading is critically important to a child’s lifelong achievement.
Beyond fostering a relationship between Kindle and the Bee, we brought our sponsorship to life by creating the Kindle Corner—an experience for the top 285 National Spelling Bee contestants and their families during the high-stakes finals week.
Amenities within the Corner included wall of Kindles for inspection and a foam letter pit that appealed to every child.
The Corner also served as a hub for Amazon’s social media reporting from the Bee, with live storytime readings and contests providing ready content.
During the week, we also ran a series of inspirational pre-recorded “Reading Heroes” videos, celebrating readers who share their love of reading with others. For example, one video told the story of a woman who helps young readers learn by having them read aloud to shelter dogs.
As the one airline that puts people first, Southwest has always believed in showing its heart. In 2014, the company took that belief and made it literal truth, through a brand redesign that placed new emphasis on the company’s Heart logo. Southwest asked us to help bring that new look to life.
Here’s how we turned Southwest’s emphasis on Heart and Hospitality into an experience that could reach people directly.
We started with Southwest’s existing experiential program and completely redesigned it according to the new brand guidelines. Key to this process was renaming it the Southwest Porch – a change that put the brand’s emphasis on Hospitality front and center.
While the new design elevated the Southwest brand, it also created an engaging oasis away from the heat and crowds at festivals and consumer events around the country. With live performances from Southwest’s “Artists on the Rise” program and other musicians, we helped Southwest connect in a big way with its target audience.
New programing and games further underscored Southwest’s brand messaging. The activation included free Sno-Cones, Wi-Fi, phone charging stations, “Bags Fly Free” cornhole games, and a photo booth where consumers could create and print customized postcards in a matter of seconds. The flexibility in our design allowed us to tailor the Porch experience to each event, creating authentic, customizable, meaningful experiences.