Sponsored feature

Experiential Essays: Blazinstar Experiential - Integration is key

A new creative model shows how traditional channels can amplify brand experiences.

Experience has become the preferred currency utilised by brands who create meaningful platforms for engagement with their target audiences, and innovative campaigns that stand out from the crowd. Live brand experiences are generating brand advocacy, word of mouth, and, in some cases, every marketer's dream: brand evangelism. The experiences are two-way interactions between a brand and target audiences and can be successful across events, as well as many interactive technologies and platforms, facilitating communication between consumers and brands in real time.

At Blazinstar Experiential, we advocate integrated experiential marketing, a methodology that seamlessly weaves the traditional channels to amplify the reach of the content generated from live brand experiences (placed at the core of the campaign creative).

Live brand experiences, inspired by the core personality attributes authentic to the brand, are word-of-mouth drivers that can touch the hearts and minds of all target audiences, when applied in a personally meaningful and relevant way. It is no wonder that when content is captured and amplified via channels with broader reach, consumers react positively and the campaign can create an impact as high profile as topical cultural events and topics discussed on the evening news.

PR amplification, the use of video and photos from the experience to produce ad creative, social media and user-generated content, can all work hand in hand to form the integrated experiential marketing campaign.

Creating the right ideas for your brand's live brand experience is crucial. Often where agencies go wrong is they propose product-led experiences that don't bring to life the brand personality, or provide amplification ideas to achieve high reach. My book, Experiential Marketing - a Practical Guide to Live Brand Experiences, is structured around Blazinstar Experiential's tried-and-tested planning models, and one of the best is the 'BETTER' model.

The BETTER creative brainstorming technique is designed to generate brandand target audience-relevant live brand experiences, to form the core of integrated experiential marketing campaigns. The BETTER brainstorm model is featured as part of the 'Experiential Meets Digital' Master's degree, which Blazinstar co-developed with London Metropolitan University (the UK's first degree on experiential marketing).

By following the prescribed steps in each of the model's stages, one can be confident that the creative ideas tick the necessary boxes. The BETTER model is an acronym: Brand Personality, Emotional Connection, Target Audience, Two-way Interaction, Exponential Element and Reach.

Initially, we look at the Brand Personality - two or three values that sum up its human-like characteristics - then look at how to create an Emotional Connection via multi-sensory elements and ideas that are authentic and personally meaningful. In the Target Audience phase, we complete a 'day-in-the-life analysis'. We research what they like, their lifestyle, aspirations and the time they have available. This analysis identifies when and where to engage.

The first three stages are mind mapped and expanded to generate creative seeds that can be worked up into fuller live brand experience concepts in the Two-Way Interaction stage, where we create an interactive experience to be executed face to face, or remotely, in real time.

Exponential Elements are word-of-mouth triggers, built in to stimulate conversation, plus the sharing of the experience and its content.

Finally, we look at ways in which engaging and brand-relevant content can be extracted from the experience, and integrate channels - such as social media, PR and the use of video and photography for TV, outdoor, digital and print ad creative - to expand the Reach of the experience.

In an era where competition is stiff, brands that place an integrated experiential marketing methodology at the heart of their marketing communications strategy differentiate themselves, generating fantastic ROI. Companies who have been dedicating significant resources into this approach for some time include Red Bull, Smirnoff, Nike and T-Mobile.

To secure the lifetime value of your customers by creating brand advocacy, you must create a positive brand experience, and amplify it effectively. Many brands around the world have started to use the BETTER brainstorm model to generate the big campaign idea, placing live brand experiences at the core of their campaigns and using amplification channels to extend reach. They have reported great results, generating greater ROI and advocacy.

The new marketing era, the integrated experiential marketing era, focuses on providing target audiences with campaigns built around branded experiences that add value to their lives, and ultimately generate brand advocacy and positive word of mouth. Experiential marketing is a methodology that is fast revolutionising the face of marketing communications as we know it.

Shaz Smilansky is creative director of Blazinstar Experiential

BR20120612expessay

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer